Campaign Propaganda: Which Strategies Would You Use?

1. Campaign Propaganda: Which Strategies Would You Use? Document Based Question 1st Quarter Civics

2. Essential Question: • Campaign Propaganda: Which Strategies Would you Use? • You will be analyzing documents A-F to answer the analytical essential question above. • To analyze the documents you will be using document analysis sheets. • Each time you read and review a document you must think about the essential question. • The essential question will be answered in the form of an essay. Document G: Bandwagon

3. Instructions: • Examine each button closely. • Look at pictures & words. • Look facial expressions& symbols to make observations. • Next, what inferences can you make based on your observations?

4. Sample answers!!!!

5. 7 1 12 16 8 2 13 3 14 9 15 5 4 10 • Read the document as I read aloud. Text Code the document by: • Number the paragraphs • Highlight vocabulary & types of propaganda strategies with definitions as we read whole group. • Circle word or phrases you need clarified (don’t know or understand). 6 11

6. Answer questions # 1-8 Background Essay Questions on pg. 391 of your DBQ packet. • Add the word strategy to question #8 X X X Add: strategies

7. Background Essay Answers #’s 1-8 Society’s goal is to inform voters so they can make inform decisions. A candidates goal is to win votes. • What is society’s goal for political campaigns? What is a candidates goal? Can both of these goals be achieved? • What is the similarity between advertising and campaign propaganda? • How does the “stacking the deck” strategy help a candidate? • How might “glittering generalities” help a candidate? Both are trying to sell a product, in advertising the product is a good versus a campaign where it is a candidate. Stacking the deck highlights only the positive things a candidate has done. Glittering generalities use phrases that appeal to emotions and creates positive emotions.

8. Why might a candidate use the “plain folks” approach? Would this approach be effective in winning your vote? • How are “guilt by association” and “coat tailing” related? Explain your answer. The plain folks approach makes the candidate seem like a regular person, like the voters. Maybe, I try to listen to what they have to say versus how the appear, but appearance does matter. Guilt by association and coat tailing both use who the candidates friends are to influence voters. Guilt by association highlights negatives while coat tailing highlights positives.

9. What are three reasonable measuring sticks or criteria when choosing campaign propaganda strategies? Briefly explain each. 7. Three reasonable measuring sticks for campaign propaganda are informative, effective and ethical. An ad is informative if it provides important details, effective if it wins votes, and ethical if it is truthful and respectful of the opponent.

10. 8. Define: • Political campaign - Organized effort to win an election for public office • Propaganda - Communication aimed at convincing others of a particular idea or position, publicity… • Tricks of the trade - Strategies or ways to persuade people • Slogans - Catchy phrases that provide the goals of the campaign; saying, mottos, refrains - Statement of support for a candidate • Endorsements • Statements about the person or idea (explaining why they are good) • Testimonials

11. Stacking the deck - Only telling the positives & leaving out all of the details Plain folks - Folksy – talks to the average person Negative or Attack Ads - Tearing down the other person to make yourself look good Glittering generalities - Using “catch phrases” that appeal to emotions Strategies • Maneuvers designed to frustrate, surprise, or overcome an opponent in order to secure a victory in an election.

12. Introductory paragraph rough draft: • Complete/provide the following information to create your introduction paragraph -remember that you’re writing a letter to your candidate: • Background information from BGE (background essay) • Restate the analytical questions using your own words • State the “measuring sticks” Campaign propaganda is a form of advertisement, where the product is you, the candidate. There are six main strategies that work: stacking the deck, testimonials/endorsements, plain folks, negative ads, glittering generalities, and guilt by association or coat tailing. The question is which strategies would you use to be effective, informative and ethical? A campaign is effective if it wins votes, informative if it gets your message to voters, and ethical if it is truthful and respectful of the opponent.

13. Remember the Analytical Question….Campaign Propaganda: Which Strategies Would You Use? Remember we are asking… Would you use it? Is it informative? Is it effective? Is it ethical?

14. Campaign Propaganda: Which Strategies Would You Use? Campaign Propaganda: Which Strategies Would You Use? Campaign, propaganda, strategies Example: If you were a campaign manager and wanted your campaign to be informative, effective and ethical, what techniques would you use in your candidate’s ads? Follow example on the next slide Strategy #3 Strategy #1 Strategy #2

15. Honest • Trustworthy • Patriotic • Ethical • Family oriented Campaign media strategies are used to influence how citizens vote. Voters look for the best candidate to elect. They look for candidates who are: Character • Educated • Intelligent • Experienced • Good speakers • Honest • Trustworthy • Patriotic • Ethical • Family oriented • Educated • Intelligent • Experienced • Good speakers • Planners & Goal oriented • Issue oriented Skills • Planners & Goal oriented • Issue oriented Issues/Platform

16. Campaign Propaganda: Which Strategies Would You Use? Document A X Endorsements are statements of support They created at least 3 buttons with endorsements from retirees, United Paperworkers, & Asian Americans It is informative because it shows which groups are supporting the candidate. Knowing who is allied with the candidate tells voters more about their ideas. This could be effective if the viewer respected the groups giving the endorsement. For example older people knowing that retirees support Mondale-Ferraro. It is ethical because there’s nothing wrong with honestly showing who your supporters are.

17. Campaign Propaganda: Which Strategies Would You Use?

18. Campaign Propaganda: Which Strategies Would You Use? A Private Collection, 2012 1984 N/A collection of campaign buttons X All of the buttons show support for Mondale/Ferraro . Each button shows these groups: Retirees, United Paper Workers and Asian Americans, support Mondale and/or Ferrara in the 1984 election. The inference is that when groups support a candidate it influences voters. This document shows that endorsements/testimonials are used in campaigns to influence voters. These groups show their support of the candidate. The main idea is the campaign buttons are used to promote candidates. Testimonials/Endorsements

19. Campaign Propaganda: Which Strategies Would You Use? Real Ad

20. Campaign Propaganda: Which Strategies Would You Use? x Stacking the deck means including only the positive facts and leaving out the negative ones The ad mentions only good things that happened during Reagan’s first term (2,000 families bought homes) Maybe…it shows important things Reagan did during his 1st term Yes? Because it shows a proud, strong and better America Yes – because it tells things that did happen under Reagan No – It doesn’t present the whole picture

21. Campaign Propaganda: Which Strategies Would You Use? B The Living Room Candidate, Museum of Moving Image Prouder, Stronger, Better 1984 Reagan TV advertisement X POV Reagan made people’s lives better President Reagan made our country better and he should be reelected. Interest rates are down, families are buying homes, people are going to work, men & women are getting married and inflation is down by half, because of Reagan our country is prouder, stronger, and better. The document shows that stacking the deck by pointing out only positives influences to voters. Showing the morning is a positive image too. Reagan is good for America, reelect him. Stacking the Deck

22. Real Ad Campaign Propaganda: Which Strategies Would You Use? Real Ad

24. Campaign Propaganda: Which Strategies Would You Use? x It is designed to appeal to ordinary people and make the candidate seem to be just like them Eisenhower was a family man and is worried about prices and the hole in his shoe suggests he works hard like the people Not informative: doesn’t tell us much about the candidate Not really – but commercials are better today Yes – nothing wrong with showing that they were normal people (but were they?)

25. Campaign Propaganda: Which Strategies Would You Use? C The Living Room Candidate, Museum of Moving Image Eisenhower Answers America; I love the GUV 1952 Eisenhower Ad & Stevenson Ad X POV- Eisenhower is better; POV- Stevenson is better Both ads appeal to regular people. The Eisenhower ad says that we need him to end the high cost of living. Stevenson’s ad refers to a hole he had in his shoe and uses that to point out “holes” in what Eisenhower says. The ads appeal to plain folks and candidates need the plain folks (regular citizens) to vote for them to get in office. The strategy here is to appeal to the average Americans, to get them to believe “you” are the best candidate. This is done using “plain” talk that speaks to their problems. Using plain folks appeal gets voters to think of the candidate as being like them. Plain Folk

26. REAL AD REAL AD Campaign Propaganda: Which Strategies Would You Use? REAL AD

27. Campaign Propaganda: Which Strategies Would You Use? X Negative attack ads say bad things about the opponent….designed to make voters fearful 2nd ad: Sends a message that Bush can’t be trusted – promised no new taxes and then raised taxes 1st ad: suggest Dukakis is against all defense and would not lead as commander in chief well Somewhat – inaccurately shows each candidates position on the issues like defense and taxes VERY Effective: they work so they are still used Not really – they are not honest and are disrespectful

28. Campaign Propaganda: Which Strategies Would You Use? D The Living Room Candidate, Museum of Moving Image Tank Ride; The G. Bush Promise Bush 1988; Clinton 1992 Bush Ad. / Clinton Ad. X POV Dukakis is weak on defense; POV Bush breaks promises Negative ads influence voters to mistrust or be afraid of the candidate. Therefor the other candidate is a better choice. Negative information can be used to slant voters. Dukakis weak on defense means the country will be weak. Bush lies about taxes, therefor he may be lying about other things too. You can’t trust him. This shows the impact of negative ads as in both elections the other candidate won. Bush won in 1988, Clinton in 1992. Negative ads get voters attention. Negative/ Attack Ads

29. Bell Ringer Only telling the positives & leaving out all of the details Using “catch phrases” that appeal to emotions talks to the average person Tearing down the other person to make yourself look good Stating your support of a candidate A statement that supports the person Guilt by association highlights negative relationships while coat tailing highlights positives.

30. Campaign Propaganda: Which Strategies Would You Use?

31. Campaign Propaganda: Which Strategies Would You Use? X Glittering generalities involve using a certain “catch phrase” to appeal to people’s emotions Obama – “Hope” and “Forward”, but doesn’t explain what he means by these words Romney – “Believe in America” shows he has faith in America but its not specific Not at all: does not provide the voter with info about the candidate No: doesn’t give any useful information about candidate Yes: provides a positive feeling about the candidate Yes – there is no lying involved

32. Campaign Propaganda: Which Strategies Would You Use? E Barackobama.com / mittromney.com 2012 Obama-Biden Campaign / Romney Campaign X POV Obama=Hope & Forward; POV Romney=Believe Glittering generalities use catch phrases that appeal to emotions but are vague with little meaning. Obama’s campaign focused on the glittering generalities “Hope & forward” while Romney’s campaign focused on “Believe in America”. Obama’s campaign was more effective as he was reelected president. Glittering generalities give voters a catch phrase that appeals but leaves meaning open. These can be effective in a campaign. Glittering generalities are vague. Glittering Generalities

33. Real Ad Campaign Propaganda: Which Strategies Would You Use? Real Ad.

34. Campaign Propaganda: Which Strategies Would You Use? X Coat Tailing: Candidate makes himself look good by connecting himself to a popular event or person Guilt by Association: candidate tries to make opponent look bad by connecting them with a bad event of person The two ads are evidence that both campaigns were using this strategy. No: Nothing is added to your knowledge of the candidates Yes: Can scare people and they can form a negative opinion No – casts doubt on the candidates

35. Campaign Propaganda: Which Strategies Would You Use? F Museum of the Moving Image The Living Room Candidate 1968 Nixon Ad. / Humphrey Ad. X POV Nixon Ad. Humphrey is part of Vietnam War POV Humphrey Ad. Democrats are good for you & so is Humphrey Negative ads can be used to associate your opponent with a negative image to imply they are part of the problem. These ads can also used to tie a candidate to positive information. This called “coat tail” or “Guilt by association”. Ads can be used to influence voters with negative information or with positive using different strategies. Negative Ads work better as Nixon defeated Humphrey to become the next president. Political campaigns try to influence voters with positive & negative information. Guilt by Association/ Coat-tailing

36. Campaign Propaganda: Which Strategies Would You Use?

37. Campaign Propaganda: Which Strategies Would You Use? Document G source: google images - Governor Mitt Romney campaign 2012, Source: “The Living Room Candidate,” Museum of the Moving Image, 1952 X Band Wagon: candidate tries to persuade the voter to join in and become part of the group supporting the candidate In both ads “everyone” seems to be going along with the candidate’s message. No, no new information about the candidate is given. Yes, the ads make it look like the candidate is a “winner” already Yes – There is no disrespect involved

38. Campaign Propaganda: Which Strategies Would You Use? Document Analysis Sheet: Long Form I G Living Room Candidate; Google images N/A 2012, 1952 X Ads are pro Romney and Eisenhower Each advertisement shows that there are many different people who voted for both Romney and Eisenhower. This document shows that bandwagon is used in campaigns to influence voters. Showing that a lot of different people vote for one candidate can influence others. Plus the ads make people feel like “winners” if they join everyone else. The inference is that people can influence others based on how they act (which candidate they support). The main idea is that people can influence others to join the bandwagon. Bandwagon

39. Task:Recommend 3 campaign propaganda strategiesExplain why the strategy is informative, effective & ethicalUse documents to support your decision

40. Start working on your essay! • Today you will start the DBQ Guided Essay using the document analysis pages and Background Essay from the DBQ packet. • Using the guided essay, we will work through constructing the introduction and paragraph 1 of your essay (letter). • You will finish the Guided Essay and write the final copy of your essay (letter) at home! • The completedDBQ packet, Guided Essay and the final copy of your “essay” are ______________________!!!

42. RAINBOW EDITING Thesis & Baby Thesis Evidence Argument