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Propaganda Techniques of the Stars. Propaganda Defined. The spreading of ideas, information, or rumor to help or injure an institution, a cause, or a person. Why Use Propaganda?. To sell stuff. To convince people to do something. To encourage people to support an idea.
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Propaganda Defined • The spreading of ideas, information, or rumor to help or injure an institution, a cause, or a person.
Why Use Propaganda? • To sell stuff. • To convince people to do something. • To encourage people to support an idea.
How is Propaganda Used? • Many different techniques are used. • Some methods are obvious • One can clearly see how the advertiser is trying to manipulate • Some methods are more subtle • It may be a more subconscious attempt to manipulate • Often many techniques are used in the SAME piece!
What is Effective Propaganda? • Changes someone’s mind toward the advertised product / belief. • If you feel the sudden urge to buy a new mop or something you “just don’t need,” that is probably strong propaganda!
Difference between Advertising and Propaganda? • Not much… • Both seek to persuade an audience. • Advertising – to buy stuff • Propaganda – to do / believe stuff
1) Ethos • Ethical appeal • To convince the audience by showing the credibility of the author. • Which is a better source? • Bob’s Web Site of all this Medical Stuff • Harvard Medical School’s Site
2) Pathos • Emotional appeal • Persuading by appealing to emotion • Make you feel a certain way in order to get you to do something!
3) Logos • Logical appeal • Uses the art of logical reasoning • Inductive or deductive reasoning to convince • It is the “right” thing to do.
The Techniques
Bandwagon • The advertiser encourages one to buy their “product” by sending the message that…. • Everybody’s in favor of it…so why don’t you • Join the crowd…everyone’s doing it
Plain Folks • The advertiser encourages one to buy their “product” by sending their message through…. • Images of simple, down-to-earth people…just like you and me. • If these ordinary people buy this stuff, I should too!
Card Stacking • The advertiser encourages one to buy their “product” by sending the message that…. • Distort or omit facts • Tell half-truths.
Emotional Appeals • The advertiser encourages one to buy their “product” by sending the message that…. • Play on people’s emotions and promote the advertised idea. • Usually rely on evoking fear of a perceived enemy.
http://www.nike.com/nikeos/p/nike/en_US/courage Nike - Courage
Name Calling • The advertiser encourages one to buy their “product” by sending their message through…. • Stereotyping ideas or people with a bad label.
Demonizing • The advertiser encourages one to buy their “product” by sending the message that…. • The enemy is purely evil, menacing, and aggressive. • Removes all ambiguity as to whom the public should hate. • Enemy may be portrayed as a hairy beast or the devil himself.
Glittering Generalities • The advertiser encourages one to buy their “product” by sending the message through the use of…. • “Good” labels • democratic, patriotic, amazing, beautiful, and exciting • Are unsupported by facts.
Catchy Slogans • The advertiser encourages one to buy their “product” by sending the message through…. • Memorable phrases that unite a group. • For example, “Remember the Alamo” or “Remember the Maine.” • “Just Do It”
Testimonials • The advertiser encourages one to buy their “product” by sending the message that…. • If a famous person uses the product, then it is good enough for me! • I love that celebrity. If he or she loves the product, then I will too!
Transfer • The advertiser encourages one to buy their “product” by sending the message that…. • If one buys the product, he or she will be similar to the celebrity in that commercial. • He or she can “be like Mike.”
Michael Phelps Apolo Anton Ohno Michael Jordan
Snob Appeal • The advertiser encourages one to buy their “product” by sending the message that…. • Only the richest, most important, or most discerning people like this idea or product. • If one buys the product, clearly he or she is among the “elite.”
Patriotic Appeal • The advertiser encourages one to buy their “product” by sending the message that…. • Doing so is a patriotic act. • If one is a true patriot or loyal to his or her country, he or she would buy the product.
