Propaganda techniques Or How the media gets Americans to buy, think, and vote

What is propaganda? Persuasive techniques applied by politicians, journalists, television personalities, and others to accomplish their desired ends. These techniques persuade us not through the give-and-take of argument and debate, but through manipulating symbols and basic human emotions.

Is it explicit or implicit? Explicit Is it telling you, “BUY this product” ! Implicit Or is suggesting you should buy this product Because it is cool, or makes you cool Because you really need it Because you would look foolish without it

Testimonial Use of a celebrity (athletes, musicians, actors) or authority figure (doctors, auto mechanics, plumbers) to endorse or promote a product, cause, idea.

Transfer Transfer is a device by which the propagandist carries over the authority and prestige of something we respect and revere to something he would have us accept. Use of feeling of respect or reverence to something advertisers want public to accept or buy. Ex: White lab coats to sell pain relievers and make up. Names of cars –Infiniti, Mustang, Taurus (bull)

Transfer

Political ads using transfer What is the purpose of the transfer? Is it effective?

What is going on here? What is the propaganda device used here? What is the purpose? Is it effective? Why or why not?

Plain Folks Use of a common man, ordinary person to promote a product. Scenes of family, blue-collar workers, ordinary people

Plain Folks

Fear Scaring people to sell your product or to agree with you

Bandwagon Use of threat of not being one of the crowd, being left out is substituted for evidence of the quality of the product Use of appeal to the subject to follow the crowd, to join in because others are doing so as well.

Bandwagon

Card-stacking Providing only information that is positive to an idea or product and omitting information that is negative to the idea or product Great example: Warnings given at end of drug commercials

Card-stacking

Glittering generalities Use of words that have different positive meanings but are linked to highly valued concepts.

Glittering generalities

negative generalities The opposite of glittering generalities, using negative language that may or may not really fit the situation.

Hasty generalization Use of small group to represent the position of the whole group.

Red Herring Use of change in subject to distract the reader from topic under discussion.

PROTECT YOURSELF WHEN SOMEONE GIVES YOU INFORMATION WHAT ARE THE QUESTIONS YOU SHOULD BE ASKING ? Who is the speaker? What does the speaker want from me? What advantage does the speaker gain from my agreement or lose from my disagreement? And vice-versa? Does the speaker represent other interests that may not be obvious? Why is the speaker giving this message now?

Quiz time!!! Which kind is the following propaganda? Is it explicit or implicit?

Your assignment: Option 1 Find 3 advertisements that uses one of these types of propaganda. (you should have three different types) 1.Attach them to an 8.5 X 11 piece of paper. ( If you are taking them from the internet print them on one sheet.) 2.Label each on the front. 3.On the back of the paper tell whether: a)the ad is explicit/implicit. b)IN A SENTENCE, tell why it is that type of propaganda. 50 pts.

Option 2 Make an advertisement of your own product. Use at least one type of propaganda Explain on the back which type of propaganda you used Must look professional. 50 pts. Creativity25pts. Appropriate use of propaganda25pts.