Presentation on theme: "Whose voice guides your choice?"— Presentation transcript:
1Whose voice guides your choice? Clipart-Microsoft Office XP 2002Propaganda techniques
2Propaganda is …… form of communication… aimed at swaying or influencing your attitude… toward or away from some cause or position.
3Influence of Propaganda If you watch 30 hours of TV per week, you will…View roughly 37,822 commercials per yearThat’s about 100 TV ads per dayYou will see another 100 to 300 ads per day through other mass mediaIf companies did not think you could be influenced, they would not spend billions of $ on it!
4So …if everyone is trying to influence you how do you ….
5How do you decide who is the best candidate… Clipart-Microsoft Office XP 2002
6or which is the best toothpaste ? Clipart-Microsoft Office XP 2002
7Who uses Propaganda? Media & Advertising: Military Television RadioBillboardsBumper stickersMagazines, NewspapersMilitaryPoliticiansGovernmentsYou and I
8What are Propaganda techniques? Designed to persuade and to influence yourOpinionsEmotionsAttitudesBehaviorPropaganda techniques seek to “guide your choice.”
9What are some of the methods or techniques used to persuade us? BandwagonName-callingTestimonialGlittering GeneralityPlain-folks appealTransferEmotional wordsFaulty ReasoningFearLoaded Language
10BandwagonEverybody 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.Clipart-Microsoft Office XP 2002
11Bandwagonexample:Everyone in Auburn is supporting Bob Riley. Shouldn’t you be part of the winning team?
12Name-callingA negative word or feeling is attached to an idea, product, or person implying that we should not be interested.
13Do we want a mayor who will leave us in debt? Name calling example:Do we want a mayor who will leave us in debt?Spending grew 100%under Mayor Moneybags!Clipart-Microsoft Office XP 2002
14Name calling example:In a campaign speech to a logging company, the Congressman referred to his environmentally conscious opponent as a "tree hugger."
15Testimonial & Endorsements A famous person endorses an idea, a product, a candidate and implies the person uses it and so should we!
16An important person or famous figure endorses a product. Testimonial example:An important person or famous figure endorses a product.
17Testimonial example:If we drink milk we will all be as famous and as strong as superman.
18Cute Celebrities Target younger audiences Often use cartoons to sell a productThe Ninja Turtles sell pizza, because they often eat pizza on the show
19Glittering Generality Admired words like truth, democracy, beauty, timeless inspire positive feelings for a person, idea, or product.Makes you think positively about a product- catchy phrasesno guaranteesno evidence
20Glittering Generality example: Look on the bright side!Vote for Bill Brite !Clipart-Microsoft Office XP 2002Glittering Generality example:If you want to be brighter, you’ll support Bill Brite.
21Glittering Generality example: Gatorade: "Life is a sport, drink it up!“That sounds good, but what does it mean??
22Plain-folks appealThis idea, product, or person is associated with normal, everyday people and activities.
23Plain folks Example: Vote for Smith We want a Jim Smith, a mayor who supports the regular American worker.Vote for SmithClipart-Microsoft Office XP 2002
25TransferSymbols, quotes, or images of famous people are used to convey a message to make you think you can be just like them!
26Transfer example:Good feelings, looks, or ideas transferred to the person for whom the product is intended.
27Celebrate the American Way this 4th of July- Eat at Joe’sJoe’s BarbequeClipart-Microsoft Office XP 2002Transfer example:Joe uses symbols of America to tie his restaurant to American values for Independence Day.
28Transfer example: …built American tough …built American tough
29(Negative)Transfer Example: During the Kerry vs. Bush campaign an through the internet showed similar physical characteristics between John Kerry and a fictional character.
30Emotional wordsWords 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.
31Emotional words example: luxury, beautiful, paradise, economical Used to evoke positive feelingsFlag (patriotism)HappinessLow priceFun
32True Love Emotional words 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
33SloganJingleThe 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.”A phrase that “rhymes or sounds in a catchy manner,” which emphasizes its musicality, as being associated with a song or a tune.
34THE 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)Mmm Mmm 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
35Slogan 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)
36Fear Tells us something to make us afraid Suggests that the product or person will save us from some danger
37Guard against Identity theft 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.Guard against Identity theftUse Safety WareClipart-Microsoft Office XP 2002
38Evidence 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.
39Evidence Claims: Will this help you reduce your cholesterol? Trident: Four out of Five Dentists
40Evidence Claims:The viewer is led to believe one product is better than another, although no real proof is offered.Take thePepsi Challenge
41Wit & HumorTravelocity'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.
43“Loaded language or words ” are loaded with the potential to generate strong emotions or feelingsFor example, using words like healthy or safe cause a positive reaction from most people.
44How 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?
45We 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
46WHEN WE LISTEN TO OUR OWN VOICES ! and, most importantly,educationserviceWHEN WE LISTEN TO OUR OWN VOICES !
48Be a conscientious consumer Know what devices are trying to influence youThen…Make an informed decision
49Critical thinking questions Who created/paid for the message?For what purpose was it made?Who is the ‘target audience’?What techniques are used to attract my attention & increase believability ?Who or what might be omitted and why?What do they want me to think or do?How do I know what it means?Where might I go to get more information?
50Critical thinking questions Who produced and/or paid for the message?What is the purpose of the message?Who is the ‘target audience’ ?What techniques are used to both attract attention and increase believability?What lifestyles are promoted and why?Does the message contain bias or stereotypes?
51Critical thinking questions Why is this message being sent?Who stands to benefit from the message?Who or what might be omitted and why?How might different people interpret the message differently from me?What can I do with the information I obtain from the message?What do you know; not know; like to know?
52Look for facts to back up your choice. Find out who is presenting those facts.Clipart-Microsoft Office XP 2002
53Are they facts at all, or is the advertiser using propaganda techniques to persuade you? Clipart-Microsoft Office XP 2002