Propaganda techniques

1. Clipart-Microsoft Office XP 2002 Whose voice guides your choice? Propaganda techniques

2. Propaganda is … … form of communication … aimed at swaying or influencing your attitude … toward or away from some cause or position.

3. Influence of Propaganda • If you watch 30 hours of TV per week, you will… • View roughly 37,822 commercials per year • That’s about 100 TV ads per day • You will see another 100 to 300 ads per day through other mass media If companies did not think you could be influenced, they would not spend billions of $ on it!

4. Cost of ads Average Cost of Ads! Newspapers-300 per sq. in. $6,000 a week Television- $100,000 per day / $700,000 per week Direct Mail-$2 per letter Radio- $150 per week Magazine-$10,000 per month for a single Ad. Outdoor- $25,000 a week for a city. Online-$20,000 per month http://governmentandlaw.tripod.com/mvhsdocs/Average_Ad_Costs.pdf

5. So … if everyone is trying to influence you how do you ….

6. Clipart-Microsoft Office XP 2002 How do you decide who is the best candidate…

7. Clipart-Microsoft Office XP 2002 or which is the best toothpaste ?

8. Who uses Propaganda? • Media & Advertising: • Television • Radio • Billboards • Bumper stickers • Magazines, Newspapers • Military • Politicians • Governments • You and I

9. What are Propaganda techniques? • Designed to persuadeand to influence your • Opinions • Emotions • Attitudes • Behavior • Propaganda techniques seek to “guide your choice.”

10. What are some of the methods or techniques used to persuade us? • Bandwagon • Name-calling • Testimonial • Glittering Generality • Plain-folks appeal • Transfer • Emotional words • Faulty Reasoning • Fear • doublespeak

11. Bandwagon • Everybody is doing this. Join the crowd! You must JOIN in to FIT in! • If you want to fit in, you need to “jump on the bandwagon” and do it too. • Ads normally have nothing to do with the product. • http://www.youtube.com/playlist?list=PL2Rf1R6EcGZQt1pYA4_T7MUh2zGhVlqDY

12. Bandwagon example: Everyone in Auburn is supporting Bob Riley. Shouldn’t you be part of the winning team?

13. Name-calling • A negative word or feeling is attached to an idea, product, or person implying that we should not be interested. • http://www.youtube.com/playlist?list=PL2Rf1R6EcGZTov9OQUWpwaA7xczA7cXRF

14. Spending grew 100% under Mayor Moneybags! Clipart-Microsoft Office XP 2002 Name calling example: Do we want a mayor who will leave us in debt? http://naftalyworkshop.blogspot.com/2011/10/name-calling.html

15. Name calling example: In a campaign speech to a logging company, the Congressman referred to his environmentally conscious opponent as a "tree hugger." http://unit2project.weebly.com/name-calling.html

16. Testimonial & Endorsements • A famous person endorses an idea, a product, a candidate and implies the person uses it and so should we!

17. Testimonial example: An important person or famous figure endorses a product.

18. Testimonial example: If we drink milk we will all be as famous and as strong as superman. http://www.spreadingjam.com/wp-content/uploads/2009/08/superman-got-milk-ad-commercial1.jpg

19. Cute Celebrities • Target younger audiences • Often use cartoonsto sell a product • The Ninja Turtles sell pizza, because they often eat pizza on the show http://www.lovefilm.com/lovefilm/images/products/6/21586-large.jpg

20. Glittering Generality • Admired words like truth, democracy, beauty, timelessinspire positive feelings for a person, idea, or product. • Makes you think positively about a product • - catchy phrases • no guarantees • no evidence

21. Clipart-Microsoft Office XP 2002 Look on the bright side! Vote for Bill Brite ! Glittering Generality example: If you want to be brighter, you’ll support Bill Brite.

22. Glittering Generality example: Gatorade: "Life is a sport, drink it up!“ That sounds good, but what does it mean??

23. Plain-folks appeal • This idea, product, or person is associated with normal, everyday people and activities.

24. Clipart-Microsoft Office XP 2002 Vote for Smith Plain folks Example: We want a Jim Smith, a mayor who supports the regular American worker.

25. Like a good neighbor… Plain folks Example:

26. Transfer • Symbols, quotes, or images of famous people are used to convey a message to make you think you can be just like them!

27. Transfer example: Good feelings, looks, or ideas transferred to the person for whom the product is intended.

28. Celebrate the American Way this 4th of July- Eat at Joe’s Joe’s Barbeque Clipart-Microsoft Office XP 2002 Transfer example: Joe uses symbols of America to tie his restaurant to American values for Independence Day. http://unit2project.weebly.com/transfer.html

29. Transfer example: http://www.automobilesreview.com/uploads/2008/11/built-ford-tough-2009-f-150.jpg …built American tough

30. (Negative)Transfer Example: During the Kerry vs. Bush campaign an e-mail through the internet showed similar physical characteristics between John Kerry and a fictional character.

31. Card Stacking • Manipulation information to make a product appear better than it is often by unfair comparison or omitting facts

32. Doublespeak • Language deliberately constructed to distort the actual meaning. Examples "Downsizing" instead of firing people "Reducing costs" as opposed to cutting peoples' salaries or the amount of supplies going into work "Preowned" as opposed to used and possibly beaten up

33. Purposes of Doublespeak • Sound more polite • Political correctness • Hiding negativity • Business purposes

34. Emotional words ( Emotional appeal) • Words that leave us with positive feelings are used to describe a product, person, or idea. • We associate those words and, therefore, those positive feelings with the product.

35. Ethos, Pathos and Logos Ethos- the source's credibility, the speaker's/author's authority Pathos-the emotional or motivational appeals; vivid language, emotional language and numerous sensory details. Logos-the logic used to support a claim (induction and deduction); can also be the facts and statistics used to help support the argument

36. Emotional words example: luxury, beautiful, paradise, economical Used to evoke positive feelings Flag (patriotism) Happiness Low price Fun

37. True Love Clipart-Microsoft Office XP 2002 Emotional words example: What feelings are inspired by the words “true love”? If you wear this cologne will someone fall in love with you?

38. Slogan Jingle • The origin of the term slogan is “a war cry or rally cry” (and is often used in political or patriot context), but it is commonly used to describe “a brief attention- getting phrase used in advertising promotion.” • http://www.hongkiat.com/blog/77-catchy-and-creative-slogans/ • A phrase that “rhymes or sounds in a catchy manner,” which emphasizes its musicality, as being associated with a song or a tune.

39. THE 20th CENTURIES TOP 10 COMMERICAL JINGLES • You Deserve a Break Today (McDonald’s) • Be All That You Can Be (U.S. Army) • Pepsi-Cola Hits The Spot (Pepsi-Cola) • MmmMmm Good! (Campbell Soup) • See The USA In Your Chevrolet (GM) • I Wish I Were An Oscar Mayer Wiener (Oscar Mayer) • Double Your Pleasure, Double Your Fun (Wrigley's Gum) • Winston Tastes Good Like A Cigarette Should (Winston) • It’s The Real Thing (Coca-Cola) • A Little Dab’ll Do Ya (Brylcreem) Source: Advertising Age

40. Slogan TOP 10 SLOGANS OF THE CENTURY • Diamonds are forever (DeBeers) • Just do it (Nike) • The pause that refreshes (Coca-Cola) • We try harder (Avis) • Good to the last drop (Maxwell House) • Breakfast of champions (Wheaties) • Does she ... or doesn't she? (Clairol) • When it rains it pours (Morton Salt) • Where's the beef? (Wendy's) • Let your fingers do the walking (Yellow Pages) • M&Ms melt in your mouth, not in your hand (M&M candies) • We bring good things to life (General Electric)

41. Fear • Tells us something to make us afraid • Suggests that the product or person will save us from some danger

42. Clipart-Microsoft Office XP 2002 Guard against Identity theft Use Safety Ware www.safetyware.com Fear example: If you use Safety Ware, it will keep people from stealing your identity – Created the idea that you should worry about identity theft and that Safety ware will prevent it.

43. Evidence Claims • Facts and Figures – statistics to prove superiority. • Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective. • Hidden Fears – suggests that user is safe from some danger.

44. Evidence Claims: Will this help you reduce your cholesterol? http://repairstemcell.files.wordpress.com/2009/05/cheerios.jpg • Trident: Four out of Five Dentists

45. Evidence Claims: The viewer is led to believe one product is better than another, although no real proof is offered. Take the Pepsi Challenge

46. Wit & Humor • Travelocity's “ Roaming Gnome” campaign is based on the prank in which you steal your neighbor’s lawn gnome, take it to some exotic location, and send back photos of the gnome to the owner on top of some landmark.

47. Wit & Humor

48. So…

49. Clipart-Microsoft Office XP 2002 How do we make sure that we are making informed choices, instead of allowing others to sway us in our decision-making?

50. We make our own choices when … • we read and listen to reliable sources, • we watch for combinations of truths and lies, • we check for hidden messages, • we watch for use of propaganda techniques, • We think critically