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Propaganda

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

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Propaganda

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  1. Propaganda

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

  3. Characteristics of Propaganda • In advertising the purpose is to claim “superiority” in order to sell a product • Weasel Words – modifiers that look substantial but are meaningless • Make audience believe in something or want to do something

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

  5. Bandwagon • Persuasive technique that invites you to join the crowd • Everybody’s doing it! • Often uses weasel words

  6. Testimonials • 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, actor/actresses

  7. Plain Folk • Identifies product/idea with a locality or country • Practical Product for ordinary people. • “Just a…”

  8. Patriotism • Purchase will display love of country • Person will financially help country • https://www.youtube.com/watch?v=zzT3haPytkg&feature=related • https://www.youtube.com/watch?v=pnpVH7kIb_8

  9. Glittering Generalizations • Connotation implied to create “positive impact • Statement jumps from a few cases to all • “Glittering” because it’s falsely attractive • Often used by politicians • Uses a “positive” connotation to encourage audiences to accept the product or person without examining the evidence.

  10. Transfer • Positive feelings/desires are connected to a product/user • Transfer positive feelings we have of something we know to something we don’t • This technique relies heavily on symbolism * Love/Popularity * Fame * Wealth * Power Soft kittens = soft toilet paper

  11. Name-Calling • A way of smearing an opponent • Intent is to damage the opponent • It also arouses suspicion of opponent • Intention is to create a seed of doubt • Used by politicians and product companies • “Those other guys…” https://www.youtube.com/watch?v=-21wrrmpxzE&feature=relmfu

  12. Card Stacking • Best feature of a product is emphasized • Problems that the product can cause are made to seem less important.

  13. More Propaganda… • Evidence claims • Slogan • Wit and humour • Rewards • Big lie • Scapegoat

  14. Evidence Claims • Facts and Figures • Statistics prove superiority • Magic Ingredients • Suggests some miraculous discovery makes product exceptionally effective • Hidden Fears • Suggests that user is safe from some danger

  15. Engaging Techniques • Wit and Humour • Diverts audience and gives a reason to laugh often through the use of clever visuals and/or language • Rewards • Bonus awarded to consumer for purchase (Toys, gimmicks, rebates, free payment, etc.)

  16. Big Lie • An outrageous falsehood • Captures attention because it’s so outrageous • Somehow staggers audience into believing it

  17. Scapegoat • A person carrying the blame for others • Retreats to prejudice rather than reason • Mostly used in the political arena • Wins audience through association or sympathy

  18. Parody • AKA Spoof • an imitative work created to mock, comment on or trivialise an original work, its subject, author, style, or some other target, by means of satiric or ironic imitation • E.g Weird Al Yankovic • https://www.youtube.com/watch?v=FRf35wCmzWw

  19. Parody • Meant to point out the ridiculous, the obvious or the oblivious. • Often uses humour • Can be grim or provocative • Can be overt or subtle • should make some sort of criticalpolitical/cultural/social statement

  20. Parody • There are three basic ways to make a spoof ad: 1. Change the text of the ad, but keep the same image.2. Keep the slogan but put a spin on it by changing the image.3. Change both the text and the image.

  21. Example: Original ad

  22. Example: Parody ad

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