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THE PHOENIX PROJECT 2013

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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… http://www.youtube.com/watch?v=DZSBWbnmGrE Apple http://www.youtube.com/watch?v=67mlbYvp-0U&list=PL7AD8AD7C2EE1C84F Hostess http://www.youtube.com/watch?v=Tl22YOOCreE 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… http://www.youtube.com/watch?v=8QjcyAWO5Jo Fructis http://www.youtube.com/watch?v=o9RttyUQiws Castrol http://www.youtube.com/watch?v=9t0z04Qz61Q&list=PL5043A37141B49616 Old Spice http://www.youtube.com/watch?v=s__nHCNT8y8 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… http://www.youtube.com/watch?v=jvCTaccEkMI Dr. Pepper http://www.youtube.com/watch?v=po0jY4WvCIc Pepsi http://www.youtube.com/watch?v=VQ3d3KigPQM 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… http://www.youtube.com/watch?v=n1Og7NpA8YY Icy Hot http://www.youtube.com/user/whatsg?v=kE1H31FmHV4 Gatorade http://www.youtube.com/watch?v=m7pVU-ng0zE Anheuser-Busch http://www.youtube.com/watch?v=T7pvebaJbpM Hillary Duff – think before you speak http://www.youtube.com/watch?v=PIBM8D0ZyMk 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… http://www.youtube.com/watch?v=hRYxTnl7wyI Bounce http://www.youtube.com/watch?v=Y_56BQmY_e8 Truth (anti-smoking) http://www.youtube.com/watch?v=oMgjkzTR_vc Alzheimer’s disease http://www.youtube.com/watch?NR=1&v=0bGACult48I&feature=episodic 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://www.youtube.com/watch?v=NmannAYiwh0 Grey Poupon http://www.youtube.com/watch?v=Mn-Tkz6zkMc&list=PLHo7IpG3fCt324HJyozKpe1XB0by8TTff Lexus http://www.youtube.com/watch?v=_JcVUIAHVGc&list=PLHo7IpG3fCt324HJyozKpe1XB0by8TTff Dolce Gabbana http://www.youtube.com/watch?v=umczO5Y5Av0 Fancy Feast http://www.youtube.com/watch?v=owGykVbfgUE 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… http://www.youtube.com/watch?v=ukw0YbkQEtU Dairy Queen http://www.youtube.com/watch?v=90JKrIlvvCQ 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… http://www.youtube.com/watch?v=h6E_fYlm54U Romney Ad http://www.youtube.com/watch?v=O-VqYLbQxJk Honey Bunches of Oats http://www.youtube.com/watch?v=BwahxXNDrrI&list=PL5043A37141B49616 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… http://www.youtube.com/watch?v=1m71m-LBqFQ Hulu http://www.youtube.com/watch?v=8qy8v1ghy38 Super Bowl 2013 http://www.youtube.com/watch?v=WGcj1t7CpoE 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: http://www.youtube.com/watch?v=Q9UBT4k75AU Skechers http://www.youtube.com/watch?v=QHOaJSXr9HI&NR=1 Anti-smoking http://www.youtube.com/watch?v=dHytr5GocwY Drunk driving

  26. Metaphors & symbolism Stating an idea or truth in a fresh, symbolic way can make a startling impression: http://www.youtube.com/watch?v=p-FI5JRGHXk Steroids http://www.aef.com/exhibits/social_responsibility/ad_council/2399 Drunk driving http://www.youtube.com/watch?v=6iICZbTc18M&list=PL4090FA40670C4A5A Anti-smoking http://www.youtube.com/watch?v=3FtNm9CgA6U&feature=related Drug abuse http://www.youtube.com/watch?v=3FtNm9CgA6U&feature=related Drug abuse

  27. shock value Shock often includes elements of exaggeration and/or symbolism to drive home its powerful point: http://www.youtube.com/watch?v=htEtTra7rdw Racism http://www.youtube.com/watch?v=qyXFN4ocN_o&feature=related Drug abuse http://www.youtube.com/watch?v=SfAxUpeVhCg&feature=related Smoking http://www.youtube.com/watch?v=-F4t8zL6F0c Beverage choice http://www.youtube.com/watch?v=lEc-Rsv9pMc&feature=related Smoking http://www.youtube.com/watch?v=__C7sd_UDU0 Bullying http://www.youtube.com/watch?v=ubfHkdFfBFU Smoking

  28. TUG ON THE HEARTSTRINGS Strong, emotional appeals can win hearts and minds: http://www.youtube.com/watch?v=OAlyHUWjNjE Pfizer http://www.youtube.com/watch?v=YpXx55r0CDk Girl Effect http://www.youtube.com/watch?v=PR_UYx4vSPs Volkswagen http://www.youtube.com/watch?v=8pU6WQXkiOU DeBeers http://www.youtube.com/watch?v=WFNXwor69-U Mastercard

  29. Mascot/spokescharacter The use of a spokescharacter can add memorability to an otherwise dull message: http://www.youtube.com/watch?v=BzyTarwYaM0 Crime http://www.youtube.com/watch?v=rbDVx6zhyw4 Pollution http://www.youtube.com/watch?v=c0oNksEAVbs M&M http://www.youtube.com/watch?v=p5cdVdTJRGY Wildfires http://www.youtube.com/watch?v=DJfS_LSMPvo Target http://www.youtube.com/watch?v=dDEYPbfWY6I Pillsbury http://www.youtube.com/watch?v=Ulh_oESf5nc Mr. Clean http://www.youtube.com/watch?v=tRTUxP0_NM8 Geico

  30. THAT’S PROPAGANDA IN A NUTSHELL… …ANY QUESTIONS?