1. 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.

2. 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.

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

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

5. 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

6. 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

7. 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

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

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

10. 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.

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

13. 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”

14. 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.)

15. 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

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

17. 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

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

19. 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.

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

21. Sources http://images.google.com
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photos_cash.htm
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22. Sources continued: www.autointell.net/.../ ford-ranger01.
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