Presentation on theme: "I Can: Identify the targeted audience for a selected passage. "— Presentation transcript:
1I Can:Identify the targeted audience for a selected passage. Identify examples of persuasive devices (i.e., bandwagon, loaded words, testimonial, name- calling, plain folks, snob appeal). Identify instances of bias and stereotyping in print and non-print texts.
3How do you decide who is the best candidate… Clipart-Microsoft Office XP 2002
4or which is the best toothpaste ? Clipart-Microsoft Office XP 2002
5Looking for facts to back up your choice is an excellent idea, but find out who is presenting those facts.Clipart-Microsoft Office XP 2002
6Are they facts at all, or is the advertiser using propaganda techniques to persuade you? Clipart-Microsoft Office XP 2002
7What are Propaganda techniques? Propaganda is designed to persuade.Its purpose is to influence your opinions, emotions, attitudes, or behavior. (It appeals to the emotions not the intellect.)
8It can be negative or positive. The purpose is to benefit the sponsor.It seeks to “guide your choice.”
9Characteristics of Propaganda In advertising the purpose is to claim “superiority” in order to sell product.Weasel Words - modifiers that look substantial but are meaningless.Makes audience believe in something or want to do something.
10Who uses Propaganda?MilitaryMediaAdvertisersPoliticiansYou and I
11What are some of the techniques used to persuade us? BandwagonName-callingTestimonialGlittering GeneralityPlain-folks appealEmotional words (Loaded Language)Faulty ReasoningFearSnob Appeal
12More Propaganda… Transfer Slogan Wit and Humor Rewards Big Lie ScapegoatPatriotism
13Audience Awareness Advertisers know how to target their audiences use appropriate persuasive technique
17Bandwagon Everybody is doing this. It aims at persuading the people to do a certainthing because many other people are doing it.If you want to fit in, you need to “jump on the bandwagon” and do it too.The implication is that you must JOIN in to FIT in.Clipart-Microsoft Office XP 2002
18BandwagonGives impression that you will be left out if you don’t do what you are being persuadedExample: “See why so many women have switched” (Shampoo advertisement)Often uses weasel words
19If the whole world uses this VISA card, you must need one too. Bank of the World Visa Card-You can use it from Tennessee to Timbuktu-anywhere you travel in whole wide world !!Sign up today atClipart-Microsoft Office XP 2002For example:If the whole world uses this VISA card, you must need one too.
20Everyone in Auburn is supporting Bob Riley Everyone in Auburn is supporting Bob Riley. Shouldn’t you be part of the winning team?As a propaganda technique, the term bandwagon suggests an imaginary vechicle carrying leaders or candidates of a cause or carrying large banners and/or posters. This group has a huge group of people following behind and all are in support of that leader/candidate.A bandwagon is a high, ornate wagon in which a band rides as in a circus parade.Unfortunately, most of us like to swim with the sharks rather than stand alone, so we are likely to be carried along.Beware of this technique. It’s a lot easier to be joiner than to stand alone.Bandwagon is a propaganda technique that suggests an image of a vechicle carrying a leader/candidate
21Another Example An example can be a soft drink advertisement wherein a large group of people is shown drinkingthe same soft drink. People feel induced to opt forthat soft drink as it is shown to be consumed bymany.
22Now it’s your turn:Write two examples of Bandwagon technique. Pass your paper to the person in front of you. Read the examples and determine if they are Bandwagon technique examples.
23Name-callingA negative word or feeling is attached to an idea, product, or person.If that word or feeling goes along with that person or idea, the implication is that we shouldn’t be interested in it.
24Name - Calling A way of smearing an opponent Intent is to damage opponentIt also arouses suspicion of opponentIntention is to create an uneasy feelingUsed by politicians and product companies
25Name - CallingIn a campaign speech to a logging company, the Congressman referred to his environmentally conscious opponent as a "tree hugger."
26For example: Do we want a mayor who will leave us in debt? Spending grew 100%under Mayor Moneybags!Clipart-Microsoft Office XP 2002
27Now it’s your turn: Write two examples of Name-Calling technique. Pass your paper to the person behind you. Read the examples and determine if they are Name-Calling technique examples.
28Testimonial A famous person endorses an idea, a product, a candidate. If someone famous uses this product, believes this idea, or supports this candidate, so should we.
29Testimonial Statement endorsing an idea/product by a prominent person. Product can be inside or outside particular field.Musical artists,Sports giants,Actors/actressesA company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerfulIf a product 8s
30Molly the Model asks, “Got Milk?” Clipart-Microsoft Office XP 2002For example:If we drink milk we will all be as famous as Molly the model.
31Now it’s your turn: Write two examples of Testimonial technique. Pass your paper to the person in front of you. Read the examples and determine if they are Testimonial technique examples.
32Glittering Generality A commonly admired virtue is used to inspire positive feelings for a person, idea, or product.Words like truth, democracy, beauty, timeless are examples of those general terms.
33Glittering Generalization Weasel words used.Statement jumps from a few cases to all.“Glittering” because it’s falsely attractiveOften used by politiciansUses a “positive” connotation to encourage audiences to accept the product or person without examining the evidence.
34Glittering Generalization This slogan implies “choice” which is a founding principle of democracy.Have it your way!
35If you want to be brighter, you’ll support Bill Brite. Look on the bright side!Vote for Bill Brite !Clipart-Microsoft Office XP 2002For example:If you want to be brighter, you’ll support Bill Brite.
36Now it’s your turn: Write two examples of Glittering Generalization. Pass your paper to the person behind you. Read the examples and determine if they are Glittering Generalization technique examples.
37Plain-folks appealThis idea, product, or person is associated with normal, everyday people and activities.
38Plain Folks Identifies product/idea with a locality or country Practical product for ordinary people.Like a good neighbor…
39For Example: Vote for Smith We want a Jim Smith, a mayor who supports the regular American worker.Vote for SmithClipart-Microsoft Office XP 2002
40Now it’s your turn: Write two examples of Plain Folks technique. Pass your paper to the person behind you. Read the examples and determine if they are Plain Folks technique examples.
41TransferSymbols, quotes, or images of famous people are used to convey a message.The message may not necessarily be associated with them.Using the names or pictures of famous people, but not direct quotations
42TransferUsing the product will make you look or feel like the people in the ad
43Transfer Love/ Popularity Fame Wealth Power Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone.Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention.Fame – You will gain fame (attention) if you use this.Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for.Power- This will give you power over people. You’ll have an “edge” over others.
44Transfer This technique relies heavily on symbolism. *Love/ Popularity *Fame *Wealth *PowerDuring the Kerry vs. Bush campaign an through the internet showed similar physical characteristics between John Kerry and Frankenstein.Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone.Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention.Fame – You will gain fame (attention) if you use this.Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for.Power- This will give you power over people. You’ll have an “edge” over others.
45Celebrate the American Way this 4th of July- Eat at Joe’sJoe’s BarbequeClipart-Microsoft Office XP 2002For example:Joe uses symbols of America to tie his restaurant to American values for Independence Day.
46Now it’s your turn: Write two examples of Transfer technique. Pass your paper to the person in front of you. Read the examples and determine if they are Transfer technique examples.
47Emotional words (Loaded Language) 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.A person is made to have strong feelings about a situation or product
48Emotional Words (Loaded Language) Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group)“If you want to be cool, wear this jacket”
50For example:What feelings are inspired by the words “true love”? If you wear this cologne will someone fall in love with you?True LoveClipart-Microsoft Office XP 2002
51Now it’s your turn: Write two examples of Loaded Language. Pass your paper to the person behind you. Read the examples and determine if they are Loaded Language technique examples.
52Faulty ReasoningFactual supporting details are used though they do not support the conclusion. It works like this:Christians believe in God.Muslims believe in God.Christians are Muslims.
53For example:Does this mean that teachers need medication to keep their cool during the school day ?More teachers recommend Calm-me to help them make it through the dayClipart-Microsoft Office XP 2002
54Now it’s your turn: Write two examples of Faulty Reasoning. Pass your paper to the person behind you. Read the examples and determine if they are Faulty reasoning examples.
55Fear Our fears are displayed. Ideas, candidates, or products are shown to put our fears to rest.
56Guard against Identity theft Use Safety WareClipart-Microsoft Office XP 2002For example:If you use Safety Ware it will keep people from stealing your identity-or will it?
57Now it’s your turn: Write two examples of Fear. Pass your paper to the person behind you. Read the examples and determine if they are Fear technique examples.
58Snob Appeal Snob appeal is reverse of plain folks. It indicates that buying a certain product will make you stand out from the rest, as the masses won’t afford to buy it.
59Snob Appeal Aims to flatter Makes assumption/ insinuation that this product/idea is better than others…Thus, those that use it are too.“Avant Garde” ahead of the times.
61Examples: Dog food is served in a crystal goblet. A credit card company offers gold and platinum cards rather than the original yellow, blue and red.The family passes the word that “He went to Jared.”
62Now it’s your turn: Write two examples of Snob Appeal. Pass your paper to the person behind you. Read the examples and determine if they are Snob Appeal technique examples.
63Slogan “Trust Sleepy’s For the ‘rest’ Of your life” A catchword or phrase loaded with emotionOften sells through repetitionClever and easy to rememberStays with you a long timeOften a melody you already know“Trust Sleepy’sFor the ‘rest’Of your life”
65Relevant factsAdvertisers spend about $200 billion a year on TV advertisingThe average cost for Super Bowl ads is $2.6 million per 30 second spotThe average American watches about 24,000 TV commercials a year
66Making Connections What is your favorite jingle? What slogan for a product do you find yourself saying?What TV commercial has influenced you to make a purchase?Since Taylor Swift and Lady GaGa shop at Kroger, does that mean we should too?
67Reflection“Persuasion is all around you” In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.
68How do we make sure that we are making informed choices, Clipart-Microsoft Office XP 2002instead of allowing others to sway us in our decision-making?
69We 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,
70and, most importantly, WHEN WE LISTEN TO OUR OWN VOICES ! educationserviceWHEN WE LISTEN TO OUR OWN VOICES !