Mrs. Wilson

Language Arts

PropagandaPropaganda*Techniques used to influence opinions, *Techniques used to influence opinions, emotions, attitudes or behavior.emotions, attitudes or behavior.

*It appeals to the emotions not the *It appeals to the emotions not the intellect.intellect.

*The purpose is to benefit the sponsor.*The purpose is to benefit the sponsor.

*It is *It is typicallytypically not negative or positive. not negative or positive.

*The purpose is to *The purpose is to persuadepersuade..

Characteristics of Characteristics of Propaganda in Propaganda in AdvertisingAdvertising to claim “superiority” in order to sell to claim “superiority” in order to sell

product and win over the consumer.product and win over the consumer.

Weasel Words – these words or modifiers Weasel Words – these words or modifiers look important, but are meaningless. look important, but are meaningless. They do, in fact, make a person believe They do, in fact, make a person believe in something or want to do something.in something or want to do something.

Examples: tackles, comforts, refreshes, Examples: tackles, comforts, refreshes, fights, helps, virtually, etc.fights, helps, virtually, etc.

Where do we see Where do we see propaganda?propaganda?

Newspapers and booksNewspapers and books MagazinesMagazines InternetInternet ClothingClothing BillboardsBillboards Bumper stickersBumper stickers TVTV RadioRadio SignsSigns ProductsProducts Cartoons (political)Cartoons (political)

Recognizing Propaganda Recognizing Propaganda TechniquesTechniques*There are many…*There are many… BandwagonBandwagon TestimonialTestimonial Emotional Appeal Emotional Appeal Snob AppealSnob Appeal HumorHumor Card-Stacking Card-Stacking Name-callingName-calling Plain FolksPlain Folks PatriotismPatriotism Evidence ClaimsEvidence Claims Glittering GeneralizationGlittering Generalization Loaded WordsLoaded Words Slogan/Catch PhraseSlogan/Catch Phrase SecuritySecurity Individuality or Anti-Individuality or Anti-

BandwagonBandwagon StatisticsStatistics

More Propaganda…More Propaganda…

TransferTransfer Product Product

ComparisonComparison RewardsRewards Big LieBig Lie ScapegoatScapegoat

Here are the SEVEN all Here are the SEVEN all 77thth graders need to graders need to know:know: BandwagonBandwagon TestimonialTestimonial Glittering GeneralitiesGlittering Generalities TransferTransfer Plain FolksPlain Folks Name CallingName Calling Card StackingCard Stacking

BandwagonBandwagon A persuasive technique that invites you to join the A persuasive technique that invites you to join the

crowd.crowd. ““Oh come on…Everybody’s doing it!”Oh come on…Everybody’s doing it!” Often uses weasel words to “TRICK” people in joining.Often uses weasel words to “TRICK” people in joining.

Bandwagon Bandwagon ExampleExample

It makes you think you need to have this product in order to fit in.

All of “AMERICA” eats these…why don’t you?

More Examples…More Examples…

“Drink Coca-Cola and you’ll fit in”

Over 99 billion people have eaten at McDonald’s… don’t be left out.

Bandwagon Bandwagon

http://www.youtube.com/watch?v=MEnJiOrWiUg

TestimonialTestimonial A statement endorsing an idea/product by a prominent A statement endorsing an idea/product by a prominent

person.person. Product can be inside or outside particular sports Product can be inside or outside particular sports

field/arenafield/arena For example using musical artists, sports giants, and/or For example using musical artists, sports giants, and/or

actors/actresses, etc. “If they endorse it and you like actors/actresses, etc. “If they endorse it and you like that person, well then you may want that product too!”that person, well then you may want that product too!”

Brittney Spears and Diet Pepsi

More Testimonial ExamplesMore Testimonial Examples

Jared lost hundreds of lbs @ Subway Usher uses Mastercard.

Tiger Woods wears Nike Justin Bieber uses ProActive

Last Two Examples: Last Two Examples: TestimonialTestimonial

Larry the Cable Guy lost 50 lbs. with Larry the Cable Guy lost 50 lbs. with the Nutrisystem diet plan. Larry the Nutrisystem diet plan. Larry said, “With NutriSystem, losing said, “With NutriSystem, losing weight is pretty much a no-brainer weight is pretty much a no-brainer (and that comes in handy in my (and that comes in handy in my family).”family).”

http://www.youtube.com/watch?v=Od3Y8_A1qpk&feature=relmfu

Glittering Generalities or Glittering Generalities or Emotional AppealEmotional Appeal

*To persuade to people’s emotions…*To persuade to people’s emotions…

* It’s the act of referring to words or ideas that * It’s the act of referring to words or ideas that mostly create a positive emotional response mostly create a positive emotional response from an audience or sometimes it may tug at from an audience or sometimes it may tug at your inner emotions…and make you sad.your inner emotions…and make you sad.

***Think of the commercials on the radio or TV for ***Think of the commercials on the radio or TV for Homeless people, Third World Countries, Animal Homeless people, Third World Countries, Animal Shelters, Hurricane survivors, First Aid, Literacy, Shelters, Hurricane survivors, First Aid, Literacy, St. Jude’s Hospital, etc.St. Jude’s Hospital, etc.

*Mrs. Wilson is a “sucker” for glittering generalities.*Mrs. Wilson is a “sucker” for glittering generalities.

Girls~ does this ad. make you want to buy the perfume? It’s an appeal to persuade you to buy this, wear it, and you too will have romance.

Guys~ Does this ad. make you want to buy this cologne?**It’s an appeal, if you buy this cologne, girls will think you look like this.

Glittering GeneralitiesGlittering Generalities

Writers and advertisers use many Writers and advertisers use many techniques to convince you to techniques to convince you to agree with them or buy their agree with them or buy their product. product.

An emotional appeal tries An emotional appeal tries to make the reader to make the reader connect the writer’s connect the writer’s message with an message with an important feeling. important feeling.

Glittering Generality or Loaded Glittering Generality or Loaded Words…Words…

This billboard This billboard advertisement advertisement uses the word uses the word “irresistible” to “irresistible” to appeal to our appeal to our emotions. emotions.

The visual is also The visual is also very appealing.very appealing.

A Glittering Generality A Glittering Generality Example…Example…

More G.G. ExamplesMore G.G. Examples

http://www.youtube.com/watch?v=9j-OTnPTceY&feature=relmfu

TransferTransferTransferTransfer The act of relating something or The act of relating something or

someone we like or respect with a someone we like or respect with a product. Symbols and feelings are product. Symbols and feelings are constantly used in this form of constantly used in this form of propaganda.propaganda.

Common Symbols Common Symbols The flag represents the nation. The flag represents the nation. Uncle Sam represents a consensus of Uncle Sam represents a consensus of

public opinion. public opinion. A cross represents Christianity. A cross represents Christianity. The swoosh= Nike. The swoosh= Nike.

Transfer ExampleTransfer Example

More Examples…More Examples…

http://www.youtube.com/watch?v=fCayrGzv75Y&feature=related

Plain FolksPlain Folks The use of everyday people to sell a product or The use of everyday people to sell a product or

service. Speakers and ads appear to make the service. Speakers and ads appear to make the person to be “one of the people.”person to be “one of the people.”

Use images to make people think they are just like “us”Use images to make people think they are just like “us” Identifies product/idea with a locality or countryIdentifies product/idea with a locality or country Practical product for ordinary people.Practical product for ordinary people.

Like a good neighbor…

Plain Folk Examples continued…Plain Folk Examples continued…

Sherrod Brown’s Candidacy Commercial

http://www.youtube.com/watch?v=gJVaCrpMog8

http://www.youtube.com/watch?v=Kpu2nnjGYYU&feature=relmfu

Name CallingName Calling

Name calling is the Name calling is the use of names that use of names that evoke fear or hatred evoke fear or hatred in the viewer or in the viewer or listener. The name-listener. The name-calling technique calling technique links a person, or links a person, or idea, to a negative idea, to a negative symbol.symbol.

Name Calling Name Calling Candidates for the 2008 Candidates for the 2008

Presidential election used name Presidential election used name calling in their ads, as in past calling in their ads, as in past elections. Barack Obama says elections. Barack Obama says that John McCain has “same old that John McCain has “same old politics, same failed policies”. politics, same failed policies”. Obama implies that McCain is not Obama implies that McCain is not the best choice and he doesn’t the best choice and he doesn’t have the best solutions to have the best solutions to America’s problems. America’s problems.

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Name Calling Examples continuedName Calling Examples continued

http://www.youtube.com/watch?v=Y6LByYKIpyE

Card Stacking Card Stacking

The strategy of The strategy of showing the showing the product’s best product’s best features, telling half-features, telling half-truths, and omitting truths, and omitting or lying about its or lying about its potential problems.potential problems.

Card Stacking continuedCard Stacking continued

http://www.youtube.com/watch?v=CMhH0ruPiVM

weight loss success -fails to mention morepeople gained thanlost on the diet pill

Repetition--- the more you see or hearThe more you will remember.

Snob AppealSnob Appeal Aims to flatter-Persuades the desire to Aims to flatter-Persuades the desire to

want the status or wealth in order to feel want the status or wealth in order to feel superior or better than others.superior or better than others.

The Ultimate driving machine

PPaattrriioottiissmm Persuades the love of Persuades the love of

your country…your country…

Purchase this item or do this Purchase this item or do this activity and you will display love activity and you will display love for your country.for your country.

Person will financially Person will financially helphelp the country. the country.

…built American tough

Evidence ClaimsEvidence Claims

Facts and Figures – Facts and Figures – statistics to prove superioritystatistics to prove superiority..

Magic Ingredients – Magic Ingredients – suggests some miraculous suggests some miraculous discovery makes product discovery makes product exceptionally effective.exceptionally effective.

Hidden Fears – Hidden Fears – suggests that user is safe from suggests that user is safe from some danger.some danger.

Slogan/ RepetitionSlogan/ Repetition A catchword or phrase A catchword or phrase

loaded with emotionloaded with emotionOften sells through Often sells through

repetition because it’s repetition because it’s clever, easy to clever, easy to remember, and you can’t remember, and you can’t miss itmiss it

Stays with you a long Stays with you a long timetime

Often a melody you Often a melody you already know or a sight already know or a sight you can’t forgetyou can’t forget

“Five…Five Dollar…Five Dollar Foot long…”

Slogan/ Repetition continued…Slogan/ Repetition continued…

Engaging Techniques:Engaging Techniques:

Wit and Humor – Wit and Humor – diverts audience and gives a diverts audience and gives a reason to laugh often through reason to laugh often through the use of clever visuals and/or the use of clever visuals and/or language.language.

Rewards – Rewards – bonus bonus awarded to consumer for awarded to consumer for purchase. (Toys, gimmicks, purchase. (Toys, gimmicks, rebates, free payment, etc.)rebates, free payment, etc.)