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Propaganda in Marketing: Ad Campaign Creation Project

Learn about propaganda, its use in political and marketing arenas. Create an ad campaign using key vocabulary and present to class. Deadline: November 1.

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Propaganda in Marketing: Ad Campaign Creation Project

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  1. Propaganda • Propaganda is the manipulation and control of language or images to send a certain message or messages. • Propaganda is all around us in every part of the world. You are exposed to propaganda every day.

  2. There are two primary areas in which we encounter propaganda. • These are the political arena and the marketing/advertising arena. • We are studying Animal Farm so we can think about the ways propaganda is used in the political arena. • HOWEVER, I am about to ask you to work on a project that will require you to apply your knowledge of propaganda to the marketing/advertising arena. • In order to do this, we need to learn some new vocabulary…

  3. Advertising Vocabulary Bandwagon • Persuading people to do something by letting them know others are doing it.

  4. Advertising Vocabulary Testimonial • Using the words of a famous person to persuade an audience

  5. Advertising Vocabulary Transfer • Using the names or pictures of famous people, but not direct quotations, to sell a product or idea.

  6. Advertising Vocabulary Repetition • The product name is repeated at least four times.

  7. Advertising Vocabulary Emotional Appeal • Words that make you feel strongly about someone or something.

  8. Advertising Vocabulary Branding • trade name: a name given to a product or service • a recognizable kind • burn with a branding iron to indicate ownership; of animals

  9. Euphemism Manipulating words to soften the true meaning. Example: Trash dump vs. waste management

  10. Oversimplification Simplification covers the true meaning. Example: “Made from real fruit juices!” (but only 10%)

  11. Advertising Vocabulary • Demographic: a characteristic used to classify people. Examples would include age, race, or gender. • Target Audience: the group of people for whom an ad is intended.

  12. Your Assignment • Work in groups of two. • Agree on a fictitious product that you will sell. • Create an ad campaign to sell your product to the class. • Ad campaigns are due on Monday, November 1. You and your partner will be asked to present your campaign to the class. • You should use a story-board style of visual aid to explain your campaign. • You should incorporate at least 5 of the vocabulary words from this presentation.

  13. Vocabulary words • Propaganda • Bandwagon • Testimonial • Transfer • Repetition • Emotional appeal • Branding • Euphemism • Oversimplification • Demographic • Target audience

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