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

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

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

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

Bandwagon Persuasive technique that invites you to join the crowd. “Everybody’s doing it!” Often uses weasel words 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

Testimonial Statement endorsing an idea/product by a prominent person. Product can be inside or outside particular field. Musical artists, Sports giants, Actors/actresses A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful If a product 8s

The Ultimate driving machine Snob 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. The Ultimate driving machine

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

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

Evidence 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.

Glittering Generalization Weasel words used. Statement jumps from a few cases to all. “Glittering” because it’s falsely attractive Often used by politicians

Transfer Positive feelings/desires are connected to a product/user Transfers positive feelings we have of something we know to something we don’t. Sex Appeal 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.

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

Engaging Techniques: 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.)

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

Big Lie An outrageous falsehood Captures attention because it’s so outrageous Somehow staggers audience into believing it

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

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

Homework – Please Copy Due: Friday January 22, 2010 Title: Targeted Commercial Dig 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.

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

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

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