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PROPAGANDA

PROPAGANDA. Techniques used to influence opinions, emotions, attitudes or behavior . It appeals to the emotions not the intellect. The purpose is to persuade. Characteristics of Propaganda. In advertising the purpose is to claim “superiority” in order to sell product.

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PROPAGANDA

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  1. PROPAGANDA Techniques used to influence opinions, emotions, attitudes or behavior. It appeals to the emotions not the intellect. The purpose is to persuade.

  2. Characteristics of Propaganda • In advertising the purpose is to claim “superiority” in order to sell product. • Makes audience believe in something or want to do something.

  3. Six Propaganda Techniques • Bandwagon • Testimonial/ Endorsement • Snob Appeal • Loaded Language • Stereotype • Name Calling

  4. Bandwagon • Persuasive technique that invites you to join the crowd. • “Everybody’s doing it!” • Makes us not want to feel left out. • Don’t be the last kid in your class to get the word! Everyone loves the great flavor of new BubbleManiacs Gum!

  5. Testimonial / Endorsement • Statement endorsing an idea/product by a prominent person or a satisfied customer. Endorsed by someone the consumer trusts. • Product can be inside or outside particular field. • Musicians, sports giants, actors/actresses Queen Latifah for Cover Girl

  6. Snob Appeal • Aims to flatter. Stand out from the crowd. • Implies that this product/idea is better than others…Thus, those that use it are better too (smarter, more attractive, more fit). • “AvantGarde,” ahead of the times. The Ultimate driving machine

  7. Loaded Language • Words or phrases which have strong emotional overtones or connotations and which evoke strongly positive (or negative) reactions far beyond the specific meaning of the word. You slowly murder your children when you feed them fast food!

  8. Stereotype • Statement jumps from a few cases to all. • Targets the young and the elderly. • Used by politicians. “Children today know nothing about history and geography. They’re too busy playing video games or texting to learn anything.”

  9. Name Calling • Intent is to damage opponent/product and create an uneasy feeling. • It also arouses suspicion of opponent/product. • Used by politicians and product companies. • Often, name calling is employed using sarcasm and ridicule, and shows up often in political cartoons or writings.

  10. Other Engaging Techniques: • Wit and Humor – diverts audience and gives a reason to laugh often through the use of clever visuals and/or language. • Fear – Frightening the consumer into buying a product…What if? • Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc.)

  11. HOMEWORK Choose a “product” associated with your novel. EX: Something prominent or something a character would want to buy today! 1.)Create 6 mini-ads for the product, each using a different propaganda technique. 2.) Label each on the back with what type of propaganda is used.

  12. Target Audience The specific group of consumers to whom the propaganda was targeted to convince to buy a particular product or support a particular candidate / cause. • Soccer moms • Teenage boys/girls • Toddlers • Kids ages 5-10 • Elderly • Mid-life men • Etc…

  13. BIAS An inclination of feeling or of outlook; especially : a personal and sometimes unreasoned judgment ; prejudice

  14. Example of bias More than 900 people attended the event. vs. Fewer than 1,000 people showed up at the event.

  15. Both are accurate descriptions of the attendance at a meeting. • The first gives the reader the impression that the event was successful, with more people than expected attending. Is this biased? How? • The second sentence implies fewer people than expected showed up. Is this biased? How? • A neutral way to describe the attendance would have been: "About 950 people attended the event."

  16. "I hear the headlines on the radio, see them on TV and read them in the paper. When I hear from the men out there, I sometimes don't believe they are talking about the same situation."-Lyndon B. Johnson

  17. COMMERCIAL LINKS • http://www.superbowlcommercials2012.net/2012/01/kia-hamsters-super-bowl-2012.html - Soul Hamster • http://www.youtube.com/watch?v=xffOCZYX6F8 - Coke • http://www.youtube.com/watch?v=KCs8gIMKBSo&feature=related - Etrade Baby • http://www.youtube.com/watch?v=7ku1YOrxXeQ - Brinks Security • http://www.youtube.com/watch?v=6p1UWq1o-4w&feature=related - Anti-Newt Gingrich • http://www.superbowlcommercials2012.net/2012/02/2012-volkswagen-game-day-super-bowl.html - Volkswagon • http://www.youtube.com/watch?v=3rZs8ZKTsp0 – Pepsi • http://www.youtube.com/watch?v=moPZNg-2878  - ProActive • http://www.youtube.com/watch?v=pNFOQgVQ4KU – Hallmark • http://www.youtube.com/watch?v=14CKzskjn4s  - Verizon

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