THE PHOENIX PROJECT 2013 - PowerPoint PPT Presentation

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  1. THE PHOENIX PROJECT 2013 Propaganda: Changing behavior with positive messages

  2. What is propaganda? * Information put out by an organization or government to promote a policy, idea, or cause * Purpose: to influence opinion and/or create action * Propaganda logical or emotional, informative or entertaining – or both * Positive or negative, all propaganda is BIASED because it presents only one side of the story

  3. More about propaganda… * Propaganda is usually repeated and spread over a wide variety of media * Propaganda can be used as a form of mind control and ideological warfare (think Animal Farm) * While the term propaganda carries a negative connotation (emotional meaning), it can also serve benign purposes that are for the common good

  4. What types ofpositive propaganda can you think of? * Seat belt ads * Anti-drug ads * Save the Children and anti-hunger ads * Fundraising ads for diseases and disorders * If you see something, say something

  5. Propaganda takes many forms …Bandwagon…plain folks…metaphor… glittering generalities…card stacking… They have funny names, but they serve powerful purposes.

  6. Card stacking Card stacking gives us only part of the picture. In card stacking, advertisers stress positive qualities and ignore negative ones. For example, if a brand of snack food is loaded with sugar (and calories), the commercial may boast that the product is low in fat, which implies that it is also low in calories.

  7. CARD STACKING EXAMPLES… Apple Hostess Nutella

  8. GLITTERING GENERALITIES The message is that the idea or product will change your life for the better. Glittering generalities use words that glitter and sparkle, while only stating vague, unproven generalities. The glittering generalities technique uses appealing words and images to sell the product.

  9. GLITTERING GENERALITIES EXAMPLES… Fructis Castrol Old Spice McDonalds

  10. BANDWAGON For example, if you live in a community where everybody recycles, you might feel more pressure to recycle even though, at heart, you are not recycling to save the Earth; you are recycling to become part of the group of people that surrounds you. By “jumping on the bandwagon,” you will never be alone in what you think or do. Bandwagon is a form of propaganda that exploits the desire of most people to join the crowdor be on the winning side.

  11. BANDWAGON EXAMPLES… Dr. Pepper Pepsi T-Mobile

  12. transfer The American flag is a transfer object commonly used in political ads. The viewer assumes that the idea/ product is just as good or desirable as the popular symbol. Celebrity endorsements are a form of transfer propaganda. Transfer propaganda uses popular symbols such as celebrities or patriotic objects with the product or idea being promoted.

  13. TRANSFER EXAMPLES… Icy Hot Gatorade Anheuser-Busch Hillary Duff – think before you speak Hunger Prevention

  14. FACTS AND FIGURES Statistics and research data are used to “prove” the superiority of the idea or product. Sometimes statistics/facts are combined with humor, shock, or other emotional appeals. This form of propaganda relies on logic, rather than emotion.

  15. FACTS & FIGURES EXAMPLES… Bounce Truth (anti-smoking) Alzheimer’s disease Hunger prevention

  16. Snob appeal This “elite group” can be wealthier, more attractive, famous, or smarter. It is human nature to want to achieve “elite” status the easy way - the gain without the pain.  Snob appeal propaganda uses the suggestion that adopting the product or idea will make the viewer part of an elite group.

  17. SNOB APPEAL EXAMPLES… Http:// Grey Poupon Lexus Dolce Gabbana Fancy Feast Old Spice

  18. bribery TRUE! Bribery propaganda promises the viewer something extra. Free fries with every sandwich! Buy one, get one FREE! True or false: we humans tend to be greedy. Earn points toward PRIZES!

  19. BRIBERY EXAMPLES… Dairy Queen Men’s Wearhouse

  20. Plain folks APPEAL They dress like their audience, talk like their audience, enjoy the same hobbies and “little vices,” and value the same things. Plain Folks Appeal is especially popular among politicians – even those who are rich, Ivy League educated, and not at all like the typical American. By using the PlainFolks technique, speakers attempt to convince their audience that they, and their ideas, are just like the common man.

  21. PLAIN FOLKS EXAMPLES… Romney Ad Honey Bunches of Oats President Reagan

  22. PERSUASIVE DEVICES Advertisers and communicators can increase the impact of their propaganda by using these highly effective…

  23. humor Humor is a very powerful form of propaganda. We tend to trust people who make us laugh since they are perceived as generous and non-threatening. Who doesn’t love to laugh?

  24. HUMOR EXAMPLES… Hulu Super Bowl 2013 Mr. Squiggly

  25. EXAGGERATION/HYPERBOLE As with satire and parody, exaggeration is an excellent way to make a point memorable and can add touches of humor or horror: Skechers Anti-smoking Drunk driving

  26. Metaphors & symbolism Stating an idea or truth in a fresh, symbolic way can make a startling impression: Steroids Drunk driving Anti-smoking Drug abuse Drug abuse

  27. shock value Shock often includes elements of exaggeration and/or symbolism to drive home its powerful point: Racism Drug abuse Smoking Beverage choice Smoking Bullying Smoking

  28. TUG ON THE HEARTSTRINGS Strong, emotional appeals can win hearts and minds: Pfizer Girl Effect Volkswagen DeBeers Mastercard

  29. Mascot/spokescharacter The use of a spokescharacter can add memorability to an otherwise dull message: Crime Pollution M&M Wildfires Target Pillsbury Mr. Clean Geico