Transcript The Power of Persuasion - Northside Middle School

The Power of Persuasion
Propaganda
What is it?
Where is it found?
propaganda
What types are there?
How do I analyze it?
Are you familiar with propaganda?
http://www.yesnet.yk.ca/schools/wes/webqu
ests_themes/media_sofie/begin.html
If you were able to recognize some of those
slogans, then you’re pretty familiar with
some forms of propaganda already.
So what is propaganda?
• Propaganda- information that is spread for
the purpose of promoting some cause
• The purpose of propaganda is to persuade
a targeted audience to “buy” something
whether it be a product, belief, or idea.
Where is propaganda found?
• Advertising- radio, print ads, tv
commercials
• Persuasive speeches
• Persuasive writing
• Political campaigns
• Special interest groups- religion,
environment, war, peace, etc.
Brainwashing?
• Propaganda, especially propaganda from the
government, is sometimes viewed as negative
because some consider it a form of
brainwashing.
• It is important to recognize propaganda whether
it is in advertising for the products we buy or
trying to get us to believe in a certain idea or join
a cause.
• When we recognize propaganda techniques we
can make informed decisions.
Propaganda Techniques
4 Types of Propaganda
• Bandwagon- “Join the crowd, don’t be left out!
Everyone is doing it!”
• Testimonial- “Superman eats Wheaties for
breakfast and so should you.”
• Loaded Terms- words that play on your
emotions
• Name Calling- Saying something bad about the
competition.
Analyzing Propaganda
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Audience
Purpose
Type of Propaganda
Message
Is it accurate?
Audience
• Who is the propaganda designed to
appeal to?
– Age group
– Gender
– Group of people such as athletes, moms, etc.
Purpose
• What is it trying to get you to do?
– Buy something?
– Join something?
– Believe something?
– Act in some way?
Type of Propaganda
• What types of propaganda are being
used?
• What the common faults or untruths with
these types of propaganda?
• What effect does this type of propaganda
typically have on people?
Message
• What is the underlying message?
• Is it worth listening to?
Accuracy
• Is the message something that is worth
listening to?
• Are the claims backed up with some sort
of proof?
• Is there a reliable source for any statistics
quoted?
• Is there any “fine print” to read?
Definition
Example
Bandwagon
Picture
Why it works…
Bandwagon
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An appeal to “join the crowd”
Plays on the fear of being “left out”.
One of the most common techniques.
Theme: Everyone else is doing it and so should
you.
• “99.9% of sixth graders agree that reading is
the coolest hobby. Everyone who reads is on
their way to Dollywood! Don’t be left out!
Grab your AR book today and get reading!”
Sprint Network Commercial
Other Examples of Bandwagon
Persuasive Writing
• Tuck Everlasting is the most popular book
in the 6th grade. It has been read by 100%
of 6th grade students at North Middle
School and they agree that it is a great
book! Read Tuck Everlasting and
experience the timeless classic that has
become the newest middle school fad.
Definition
Example
Testimonial
Picture
Why does it work?
Testimonial
• A famous or respected person speaks positively
about a product or idea or is seen using or
participating in whatever is being sold.
• The famous or respected person may or may not
be qualified to judge the product or idea.
• The famous or respected person may or may not
have a connection to the product.
• “Ordinary people” are also sometimes used to
tell their experiences with a product or idea.
Examples
• Tiger Woods is on the cereal box, promoting
Wheaties as part of a balanced breakfast.
• Cher is endorsing a new line of cosmetics.
• The lead singer of R.E.M appears on a public
service announcement and encourages fans to
support the “Motor Vehicle Bill”
• Oprah says she will vote for Obama on her
show.
Peyton Manning for MasterCard
Other Examples
Testimonial in Writing
• Used in the form of quotes and citations of
credible (or popular) sources.
Quotes
• Smoking is a very bad habit. According to
Dr. Allison Hill, head of oncology at USA
University, “Smoking is the leading cause
of lung cancer. I diagnose thousands of
people with lung cancer each year and
sadly, many are still smoking when they
learn they have cancer.”
Proactiv with Jessica Simpson
Definition
Example
Loaded Terms
Picture
Why does it work?
Loaded Words
• Words that influence you by appealing to
emotions
• In the most literal definition, loaded words
means purposely choosing words to
influence the message or associate the
item with something positive or negatives
• Example: freedom fries, extremist,
terrorist, tax relief, finger licking good to
describe KFC, etc.
Politics is Loaded with Loaded
Words!
• In fact, politicians think about what words
they are using to define themselves, their
beliefs, and actions very carefully.
• They also purposely choose words to
describe their opponent.
• What seems “off the top of their head” is
actually well-rehearsed and researched.
• The more natural it appears, the more
effective.
Contrasting Words Used in Politics
• http://www.informationclearinghouse.info/a
rticle4443.htm
Emotions in Advertising
• Loaded words advertising may appeal to
– Insecurity
– Fear
– Nostalgia
– Desire
– Love
– Pride
– Patriotism
– Etc.
All-State Insurance
Political Campaign Ad
Roosevelt’s Speech
• http://www.archives.gov/exhibits/powers_o
f_persuasion/four_freedoms/four_freedom
s.html
Public Service Ads
Name Calling
• Saying something bad about the
competition or stating why your product or
idea is better than another one.
• Check your facts.
• Often the competition says the same thing
only in reverse.
• Example: Sugar is healthier than high
fructose corn syrup which is an
unnatural food product.
Mac Versus PC
Coke vs. Pepsi
Propaganda Password
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Bandwagon
Loaded Terms
Propaganda
Purpose
Persuasive Writing
Audience
Propaganda Password
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Name Calling
Analyze
Testimonial
Message
Accuracy
Media