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Propaganda & YOU!

Propaganda & YOU!. What you need to know as a consumer (and a test taker!). Propaganda. Techniques used to influence opinions, emotions, attitudes or behavior. The purpose is to benefit the sponsor. It appeals to the emotions not the intellect. It is not negative or positive.

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Propaganda & YOU!

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  1. Propaganda & YOU! What you need to know as a consumer (and a test taker!)

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

  3. 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.

  4. Bandwagon Invites you to join the crowd. Everybody’s doing it, so you should, too! Picture a wagon full of people asking you to jump in. Coca Cola commercial

  5. Testimonial • Statement endorsing an idea/product by a prominent person (celebrity). • Product can be inside or outside particular field, i. e. Charles Barkley endorses basketball shoes (inside his field) and cell phone companies & fast food (which have nothing to do with basketball). • Charles Barkley Nike commercial • Charles Barkley T-Mobile commercial • Charles Barkley Taco Bell commercial

  6. Evidence Claims & Statistics Facts and Figures – statistics to prove superiority, like 75% of users saw results. Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective. Hidden Fears – suggests that user is safe from some danger. Beware the diet pill commercial!

  7. Glittering Generalization “Glittering” because it’s falsely attractive “Generalization” because that’s what it is - a jump from a few cases to ALL. Uses appealing words and images This product is everything you need it to be, will make you look younger, will make you successful, etc Often used by politicians Gatorade commercial – are you G?

  8. Emotional Appeal • Appeals to your emotions, usually fear or guilt • If you don’t purchase this, you had better watch out! • If you don’t support this, you are a bad person. • ASPCA ad campaign

  9. Buyer Beware! Be a conscientious consumer Know what types of propaganda are out there and be aware that companies are trying to influence you Then… Make an informed decision

  10. Can you name the type of propaganda used in the following ads? Trident Pepsi Max Ford Explorer

  11. Answers: Trident: citing statistics/humor Pepsi Max: glittering generalities/testimonial Ford Explorer: glittering generalities

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