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Propaganda

Propaganda. Techniques used to influence opinions, emotions, attitudes or behavior . The purpose is to benefit the sponsor or advertiser. It appeals to the emotions, not the intellect. The purpose is to persuade . Characteristics of Propaganda.

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Propaganda

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  1. Propaganda Techniques used to influence opinions, emotions, attitudes or behavior. The purpose is to benefit the sponsor or advertiser. It appeals to the emotions, not the intellect. The purpose is to persuade.

  2. Characteristics of Propaganda • In advertising the purpose is to claim “superiority” in order to sell product. • Weasel Words - modifiers that look substantial but are meaningless. • Weasel Words: tackles, comforts, refreshes, fights, helps, virtually… • Makes audience believe in something or want to do something.

  3. Recognizing Propaganda Techniques • Slogan • Bandwagon • Plain Folks • Name Calling • Endorsement • Repetition • Air and Rebut • Association • Stereotypes • Tabloid Thinking • Shock Tactics and Fear • Intertextual References

  4. Slogan • A catchword or phrase loaded with emotion • Often sells through repetition • Clever and easy to remember • Stays with you a long time • Often a melody you already know

  5. Think of a slogan you know and write it down. Some examples can be…a restaurant, shoe line, clothing line, or household product.

  6. Can you guess what company/product these slogans belong to? • Have it your way. • I’m lovin’ it. • Think outside the bun. • Every kiss begins with… • Because you’re worth it. • Maybe she’s born with it. Maybe it’s… • The ultimate driving machine. • Always low prices. Always. • How many bars do you have? • Keeps going and going and going.

  7. Answers • Burger King • McDonalds • Taco Bell • Kay Jewelers • L’Oreal • Maybelline • BMW • Wal-Mart • AT&T wireless • Energizer bunny

  8. Bandwagon • persuasive technique that invites you to join the crowd. • “Everybody’s doing it!” • Often uses weasel words

  9. Plain Folks • Opposite of “Snob Appeal” - “Common Folks” • Identifies a product/idea with a locality or country • Claim they are just like you; appeals to the every day man Like a good neighbor…

  10. Name - Calling • A way of smearing an opponent • It also arouses suspicion of opponent • Intention is to create an uneasy feeling • Used by politicians and product companies “Missy has bad grades and a terrible temper. She is constantly being held indoors during recess for her bad behavior. Don’t vote for her. Vote for me, Bryce Benson, for your Student Council President.”

  11. Endorsement • When a famous person talks about or supports a product

  12. Repetition • Convinces the audience by constantly REPEATING a thought advertisers want to emphasize. This can be annoying, but it may stick in people’s minds! It’s bold. It’s new. It’s wild. It’s the Space Olympics. It’s smart. It’s fun. It’s brave. It’s the Space Olympics. It’s gold. It’s silver. It’s bronze. It’s the Space Olympics. Buy your ticket to the Space Olympics now!

  13. Air and Rebut • Telling the other side’s point of view, then telling why it is wrong. AT PROGRESSIVE, WE SHOW THE OTHER COMPANY’S POLICY, THEN OURS. WE WANT TO BE SURE YOU GET THE BEST IDEA.

  14. Association • Connection of a positive image with a candidate or idea A presidential candidate is photographed with children or American flags.

  15. Stereotypes • Judging a group of people based on the characteristics of a few; using commonly held or unfair beliefs about a group that may not be true JOE ROBBINS IS ONE OF THOSE SPOILED RICH KIDS FROM KNOB HILL, SO YOU KNOW HE MUST GET EVERYTHING HE WANTS!

  16. Tabloid Thinking • Makes you think something is simple because it keeps you from looking at the complicated details • WE DON’T HAVE LOCKERS BECAUSE THE TEACHERS ARE MEAN! THEY HAVE PLENTY OF SPACE TO KEEP THEIR BOOKS. WHAT ABOUT OURS? • THE KEY TO GOOD HEALTH IS TO EAT MORE FRUIT.

  17. Shock Tactics & Fear • Makes people react out of fear instead of reason “If folks elect Susan Smothers, taxes will go up, crime will skyrocket, and our hometown values will decline!”

  18. Intertextual References • Using a reference that agrees with YOUR point of view • NINE OUT OF TEN TEACHERS AGREE WITH ME. YOU MUST WORK HARD TO ACHIEVE SUCCESS.

  19. Buyer Beware • Be a conscientious consumer • Know what devices are trying to influence you • Then… • Make an informed decision

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