Propaganda and Persuasive Techniques in Advertisements

1. GLE 0801.5.4 Analyze written and oral communication for persuasive devices. GLE 0801.5.5 Identify and analyze premises, including false premises. GLE 0801.7.1 Analyze media for their ability to inform, persuade, and entertain. GLE 0801.7.2 Examine the relationship between the visual (e.g., media images, painting, film, graphic arts) and the verbal in media.  GLE 0801.7.3 Recognize how visual and sound techniques and design elements (e.g., special effects, camera angles, music) carry or influence messages in various media. Propaganda and Persuasive Techniques in Advertisements SPI 0801.3.2 Identify the targeted audience for a selected passage. SPI 0801.5.4 Identify examples of persuasive devices (i.e., bandwagon, loaded words, testimonial, name-calling, plain folks, snob appeal). SPI 0801.5.8 Identify instances of bias and stereotyping in print and non-print texts. Check for Understanding 0801.5.11 Identify and analyze the persuasive devices used in written and oral communication (e.g., bandwagon, loaded words, testimonial, name-calling, plain folks, snob appeal). Check for Understanding 0801.5.13 Analyze examples of concepts of stereotyping and bias in text. Check for Understanding 0801.7.2 Identify, analyze, and discuss the relationship between the visual (e.g., media images, painting, film, graphic arts) and the verbal in media and explain how the elements support or conflict with each other. Check for Understanding 0801.7.3 Identify visual and sound techniques and design elements (e.g., special effects, camera angles, lighting, and music in television or film or layout, pictures, and typeface in newspapers, magazines, and print advertisements) in various media, and explain how they carry or influence messages.  

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

3. Characteristics of Propaganda • Propaganda is in the eye of the beholder. • “I’m persuading. The other guy is using propaganda.” • Propaganda is institutional in nature. It is practiced by organized groups • governments, corporations, social movements, special interests • Propaganda relies on mass persuasion • television, radio, Internet, billboards • Propaganda tends to rely on ethically suspect methods of influence. • deception, distortion, misrepresentation, or suppression of information.

4. Recognizing Propaganda Techniques • Bandwagon • Testimonial • Plain Folks • Card-stacking • Glittering Generalization • Transfer • Name-calling

5. Bandwagon • Persuasive technique that invites you to join the crowd. • Everybody’s doing it! Everyone in Auburn is supporting Bob Riley. Shouldn’t you be part of the winning team?

6. Testimonial • Statement endorsing an idea/product by a prominent person. • Product does not have to be related to “star’s” field. • Commonly uses musical artists, sports giants, actors/actresses

7. Plain Folks • Identifies product/idea with a locality or country • Practical product for ordinary people. Like a good neighbor…

8. Card-stacking • The technique in which information that is positive to an idea is presented while information that undermines or contradicts the idea is omitted. • The biased presentation of ideas. • Dangerous because many facts used in this technique are often true, but because information is left out, consumers cannot recognize the bias or consider other interpretations or ideas.

9. Glittering Generalization • Connotation implied to create “positive” impact. • “Change,” “Progressive,” “Courage,” “Liberty” • “Glittering” because it’s falsely attractive—terms are often ambiguous/vague • Often used by politicians • Uses a “positive” connotation to encourage audiences to accept the product or person without examining the evidence. Have it your way! This slogan implies “choice” which is a founding principle of democracy.

10. TransferPositive feelings/desires are connected to a product/user. Transfers positive feelings we have of something we know to something we don’t.This technique relies heavily on symbolism. *Love/ Popularity *Fame *Wealth *Power

11. Name - calling • A way of smearing an opponent • Intent is to damage opponent • It also arouses suspicion of opponent • Intention is to create a seed of doubt • Used by politicians and product companies In a campaign speech to a logging company, the Congressman referred to his environmentally conscious opponent as a "tree hugger."