Transcript Propaganda - jobrien245

Propaganda
Propaganda
• Techniques used to influence opinions,
emotions, attitudes or behaviour
• The purpose is to benefit the sponsor
• It appeals to the emotions not the intellect
• It can be positive or negative
• The purpose is to persuade
Characteristics of Propaganda
• In advertising the purpose is to claim
“superiority” in order to sell a product
• Weasel Words – modifiers that look
substantial but are meaningless
• Make audience believe in something or want
to do something
Recognizing Propaganda Techniques
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Bandwagon
Testimonial
Plain Folks
Patriotism
Glittering Generalizations
Transfer
Name-calling
Card stacking
Bandwagon
• Persuasive technique that invites you to join
the crowd
• Everybody’s doing it!
• Often uses weasel words
Testimonials
• Statement endorsing an idea/product by a
prominent person
• Product does not have to be related to “star’s”
field
• Commonly uses musical artists, sports giants,
actor/actresses
Plain Folk
• Identifies product/idea with a locality or
country
• Practical Product for ordinary people.
• “Just a…”
Patriotism
• Purchase will display love of country
• Person will financially help country
• https://www.youtube.com/watch?v=zzT3haPy
tkg&feature=related
• https://www.youtube.com/watch?v=pnpVH7k
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Glittering Generalizations
• Connotation implied to
create “positive impact
• Statement jumps from a
few cases to all
• “Glittering” because it’s
falsely attractive
• Often used by politicians
• Uses a “positive”
connotation to encourage
audiences to accept the
product or person without
examining the evidence.
Transfer
• Positive feelings/desires are connected to a
product/user
• Transfer positive feelings we have of
something we know to something we don’t
• This technique relies heavily on symbolism
* Love/Popularity * Fame * Wealth * Power
Soft kittens = soft toilet paper
Name-Calling
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A way of smearing an opponent
Intent is to damage the opponent
It also arouses suspicion of opponent
Intention is to create a seed of doubt
Used by politicians and product companies
“Those other guys…”
https://www.youtube.com/watch?v=21wrrmpxzE&feature=relmfu
Card Stacking
• Best feature of
a product is
emphasized
• Problems that
the product can
cause are made
to seem less
important.
More Propaganda…
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Evidence claims
Slogan
Wit and humour
Rewards
Big lie
Scapegoat
Evidence Claims
• Facts and Figures
– Statistics prove
superiority
• Magic Ingredients
– Suggests some
miraculous discovery
makes product
exceptionally effective
• Hidden Fears
– Suggests that user is
safe from some danger
Engaging Techniques
• Wit and Humour
– Diverts audience and gives a reason to laugh often
through the use of clever visuals and/or language
• Rewards
– Bonus awarded to consumer for purchase (Toys,
gimmicks, rebates, free payment, etc.)
Big Lie
• An outrageous falsehood
• Captures attention because it’s so outrageous
• Somehow staggers audience into believing it
Scapegoat
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A person carrying the blame for others
Retreats to prejudice rather than reason
Mostly used in the political arena
Wins audience through association or
sympathy
Parody
• AKA Spoof
• an imitative work created to mock, comment
on or trivialise an original work, its subject,
author, style, or some other target, by means
of satiric or ironic imitation
• E.g Weird Al Yankovic
• https://www.youtube.com/watch?v=FRf35wC
mzWw
Parody
• Meant to point out the ridiculous, the obvious
or the oblivious.
• Often uses humour
• Can be grim or provocative
• Can be overt or subtle
• should make some sort of critical
political/cultural/social statement
Parody
• There are three basic ways to make a spoof
ad:
1. Change the text of the ad, but keep the
same image.
2. Keep the slogan but put a spin on it by
changing the image.
3. Change both the text and the image.
Example:
Original ad
Example:
Parody ad