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The Impact of Propaganda on American Society and Consumer Behavior

Propaganda plays a crucial role in shaping American society by influencing public perception and consumer choices. Through various strategies such as emotional appeal, common sense arguments, and the use of testimonials from celebrities, propaganda seeks to persuade individuals by appealing to their psychological and social needs. This article explores key propaganda techniques including glittering generalities, repetition, and bandwagon appeals, providing real-world examples from advertisements and political campaigns to illustrate their effectiveness on American audiences.

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The Impact of Propaganda on American Society and Consumer Behavior

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  1. QUICK WRITE • What role does propaganda play in American society? • How much influence does it have on the American people?

  2. Advertisement Recognizing Strategies

  3. Emotional Appeal • Definition: attempting to appeal to the consumer's psychological, social, or emotional needs. • appealing to emotional desires rather than logic. • Example • Dove Evolution Commercial • http://www.youtube.com/watch?v=hibyAJOSW8U

  4. Common Sense • Definition: trying to persuade using everyday sense of good or bad/right or wrong • Example • Above the Influence

  5. Testimonial • Definition: using words of an expert or famous person to persuade • Example • Jenny Craig • http://www.youtube.com/watch?v=qCD6dSw7JBY

  6. Transfer • Definition: using names or pictures of famous people but not direct quotes • Example: • McDonalds Ad • http://www.youtube.com/watch?v=PmrTDZy3f2M

  7. Glittering Generalities • Definition: use of virtue words, links a person, or idea, to a positive symbol. • Examples: • Marines • http://www.youtube.com/watch?v=cSVf-nnkhFs

  8. Repetition • Definition: idea is repeated over and over in the hopes of sinking in • Examples: • Target Commercial • http://www.youtube.com/watch?v=2SEGbRy5mIw&NR=1

  9. Snob Appeal • Definition: Qualities that seem to substantiate social or intellectual pretensions • I want this because it’s hard to get, or not many people can afford it. • Example: • Tiffany’s Ads • http://www.youtube.com/watch?v=N-BUYaXWfoE

  10. Slogan • Definition: catchword or phrase used in politics or advertising • Tends to stay in your head • Example • Nike Ad • http://www.youtube.com/watch?v=I9B5fkWjnDI

  11. Bargain/Something for Nothing • Definition: a speaker suggest that the public can get something for nothing or almost nothing • Example: • Payless • http://www.youtube.com/watch?v=1iq8RWDTT58&feature=related

  12. Plain Folks • Definition: using a person who represents the "typical" target of the ad to communicate the message that we are alike, and I use/buy/believe this so you should too • Tide Commercial • http://www.youtube.com/watch?v=C7N0sA4BEgk&feature=related

  13. Bandwagon • Definition: makes the appeal that “everyone is doing it, and so should you.” • Example: • 1947 cigarette ad

  14. Facts • Definition: Statement that can be tested or proved. • Example • 4 out of 5 dentists recommend…

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