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Propaganda Techniques used to influence opinions, emotions, attitudes or behavior. Techniques used to influence opinions, emotions, attitudes or behavior.

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Presentation on theme: "Propaganda Techniques used to influence opinions, emotions, attitudes or behavior. Techniques used to influence opinions, emotions, attitudes or behavior."— Presentation transcript:

1 Propaganda Techniques used to influence opinions, emotions, attitudes or behavior. Techniques used to influence opinions, emotions, attitudes or behavior. The purpose is to benefit the sponsor. The purpose is to benefit the sponsor. It appeals to the emotions not the intellect. It appeals to the emotions not the intellect. It is not negative or positive. It is not negative or positive. The purpose is to persuade. The purpose is to persuade.

2 Characteristics of Propaganda In advertising the purpose is to claimsuperiority in order to sell product. In advertising the purpose is to claimsuperiority in order to sell product. Weasel Words - modifiers that look substantial but are meaningless. Weasel Words - modifiers that look substantial but are meaningless. Weasel Word examples: tackles, comforts, refreshes, fights, helps, virtually… Weasel Word examples: tackles, comforts, refreshes, fights, helps, virtually… Makes audience believe in something or want to do something. Makes audience believe in something or want to do something.

3 Recognizing Propaganda Techniques Bandwagon Bandwagon Testimonial Testimonial Snob Appeal Snob Appeal Plain Folks Plain Folks Patriotism Patriotism Evidence Claims Evidence Claims Glittering Generalization Glittering Generalization

4 More Propaganda… Transfer Transfer Slogan Slogan Wit and Humor Wit and Humor Rewards Rewards Name-Calling Name-Calling Big Lie Big Lie Scapegoat Scapegoat

5 Bandwagon Persuasive technique that invites you to join the crowd. Persuasive technique that invites you to join the crowd. Everybodys doing it! Everybodys doing it! Often uses weasel words Often uses weasel words

6 Testimonial Statement endorsing an idea/product by a prominent person. Statement endorsing an idea/product by a prominent person. Product can be inside or outside particular field. Product can be inside or outside particular field. Musical artists, Musical artists, Sports giants, Sports giants, Actors/actresses Actors/actresses

7 Snob Appeal Aims to flatter Aims to flatter Makes assumption/ insinuation that this product/idea is better than others… Makes assumption/ insinuation that this product/idea is better than others… Thus, those that use it are too. Thus, those that use it are too. Avant Garde ahead of the times. Avant Garde ahead of the times. The Ultimate driving machine

8 Plain Folks Opposite of Snob Appeal Opposite of Snob Appeal Identifies product/idea with a locality or country Identifies product/idea with a locality or country Practical product for ordinary people. Practical product for ordinary people. Like a good neighbor …

9 Patriotism Purchase will display love of country. Purchase will display love of country. Person will financially help the country. Person will financially help the country. … built American tough

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

11 Glittering Generalization Weasel words used. Weasel words used. Statement jumps from a few cases to all. Statement jumps from a few cases to all. Glittering because its falsely attractive Glittering because its falsely attractive Often used by politicians Often used by politicians

12 Transfer Positive feelings/desires are connected to a product/user Transfers positive feelings we have of something we know to something we dont. Sex Appeal Sex Appeal Sex Appeal Sex Appeal Love/ Popularity Love/ Popularity Fame Fame Wealth Wealth Power Power

13 Slogan A catchword or phrase loaded with emotion A catchword or phrase loaded with emotion Often sells through repetition Often sells through repetition Clever and easy to remember Clever and easy to remember Stays with you a long time Stays with you a long time Often a melody you already know Often a melody you already know Trust Sleepys For the rest Of your life

14 Engaging Techniques: Wit and Humor – diverts audience and gives a reason to laugh often through the use of clever visuals and/or language. Wit and Humor – 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.) Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc.)

15 Name - Calling A way of smearing an opponent A way of smearing an opponent Intent is to damage opponent Intent is to damage opponent It also arouses suspicion of opponent It also arouses suspicion of opponent Intention is to create an uneasy feeling Intention is to create an uneasy feeling Used by politicians and product companies Used by politicians and product companies

16 Big Lie An outrageous falsehood An outrageous falsehood Captures attention because its so outrageous Captures attention because its so outrageous Somehow staggers audience into believing it Somehow staggers audience into believing it

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

18 So WHAT are you buying? Be a conscientious consumer Be a conscientious consumer Know what devices are trying to influence you Know what devices are trying to influence you Then… Then… Make an informed decision Make an informed decision

19 Homework – Please Copy Due: Friday January 22, 2010 Due: Friday January 22, 2010 Title: Targeted Commercial Dig Title: Targeted Commercial Dig Directions: Directions: Choose a television program to watch and identify the target audience. Use and complete the Targeted Commercials handout for practice. Then, watch at least 8 different commercials. Complete the Commercial Dig worksheet. Make sure you watch 8 commercials from the same show! For each commercial, identify the propaganda technique used. Finally, identify how each commercial matches the target audience in a 2-3 sentence quick-write.

20 Assignment: Product Name Claim Audience Advertising Campaign 3 Propaganda Techniques 6 slide minimum

21 Sources http://images.google.com http://images.google.com www.motordesktop.com/ wallpaper_sportscars1.php www.motordesktop.com/ wallpaper_sportscars1.php www.operationhomerun.org/ photos_cash.htm www.operationhomerun.org/ photos_cash.htm www.amerimark.com/cgi-bin/ amerimark/cate_id/a... www.amerimark.com/cgi-bin/ amerimark/cate_id/a...

22 Sources continued: www.autointell.net/.../ ford-ranger01. www.autointell.net/.../ ford-ranger01. htmwww.uwhc.org.uk/ dental.htm htmwww.uwhc.org.uk/ dental.htm http://images.google.com http://images.google.com


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