PROPAGANDAPROPAGANDATechniques used to influence Techniques used to influence opinions, emotions, attitudes or opinions, emotions, attitudes or behavior.behavior.

It appeals to the emotions not the It appeals to the emotions not the intellect.intellect.

The purpose is The purpose is to persuadeto persuade..

Characteristics of Characteristics of PropagandaPropaganda

In advertising the purpose is In advertising the purpose is to claim “superiority” in order to claim “superiority” in order to sell product.to sell product.

Makes audience believe in Makes audience believe in something or want to do something or want to do something.something.

Six Propaganda Six Propaganda TechniquesTechniques

BandwagonBandwagon Testimonial/Testimonial/

EndorsementEndorsement Snob Appeal Snob Appeal Loaded LanguageLoaded Language StereotypeStereotype Name CallingName Calling

BandwagonBandwagon PPersuasive technique that invites you to ersuasive technique that invites you to join the join the

crowd.crowd. ““Everybody’s doing it!”Everybody’s doing it!” Makes us Makes us notnot want to feel want to feel left out.left out. Don’t be the last kid in your class to get the word! Don’t be the last kid in your class to get the word!

Everyone loves the great flavor of new BubbleManiacs Everyone loves the great flavor of new BubbleManiacs Gum!Gum!

Testimonial / EndorsementTestimonial / Endorsement Statement endorsing Statement endorsing

an idea/product by a an idea/product by a prominent person or aprominent person or a

satisfied customer.satisfied customer. Endorsed by someone Endorsed by someone the consumer trusts.the consumer trusts. Product can be inside Product can be inside

or outside particular or outside particular field.field.

Musicians, sports giants,Musicians, sports giants,actors/actressesactors/actresses Queen Latifah for Cover Girl

Snob AppealSnob Appeal Aims to flatter. Stand out from the crowd.Aims to flatter. Stand out from the crowd. Implies that this product/idea is Implies that this product/idea is betterbetter than than

others…Thus, others…Thus, those that use it are better too those that use it are better too (smarter, more attractive, more fit).(smarter, more attractive, more fit).

““Avant Garde,” ahead of the times.Avant Garde,” ahead of the times.

The Ultimate driving machine

Loaded LanguageLoaded Language Words or phrases which have Words or phrases which have strong emotional overtonesstrong emotional overtones or or

connotations and which evoke strongly positive (or negative) connotations and which evoke strongly positive (or negative) reactions far beyond the specific meaning of the word.reactions far beyond the specific meaning of the word.

You slowly murder your children when you You slowly murder your children when you feed them fast food!feed them fast food!

StereotypeStereotype Statement Statement

jumps from a jumps from a few cases to few cases to all.all.

Targets the Targets the young and the young and the elderly.elderly.

Used by Used by politicians.politicians.

“Children today know nothing about history and geography. They’re too busy playing video games or texting to learn anything.”

Name CallingName Calling Intent is to damage Intent is to damage

opponent/product and opponent/product and create an uneasy feeling.create an uneasy feeling.

It also arouses suspicionIt also arouses suspicion

of opponent/product.of opponent/product. Used by politicians and Used by politicians and

product companies.product companies. Often, name calling is Often, name calling is

employed using sarcasm employed using sarcasm and ridicule, and shows and ridicule, and shows up often in political up often in political cartoons or writings. cartoons or writings.

Other Engaging TechniquesOther Engaging Techniques::

Wit and Humor – Wit and Humor – diverts diverts audience and gives a reason to audience and gives a reason to laugh often through the use of laugh often through the use of clever visuals and/or language.clever visuals and/or language.

Fear – Fear – Frightening the Frightening the consumer into buying a consumer into buying a product…What if?product…What if?

Rewards – Rewards – bonus awarded bonus awarded to consumer for purchase. to consumer for purchase. (Toys, gimmicks, rebates, free (Toys, gimmicks, rebates, free payment, etc.)payment, etc.)

HOMEWORKHOMEWORKChoose a “product” associated with your novel. Choose a “product” associated with your novel.

EX: Something prominent or something a EX: Something prominent or something a character would want to buy today!character would want to buy today!

1.)Create 6 mini-ads for the product,1.)Create 6 mini-ads for the product,

each using a different propaganda each using a different propaganda

technique.technique.

2.) Label each on the back with what type of 2.) Label each on the back with what type of propaganda is used. propaganda is used.

Target AudienceTarget AudienceThe specific group of The specific group of

consumers to whom consumers to whom the propaganda was the propaganda was targeted to convince to targeted to convince to buy a particular product buy a particular product or support a particular or support a particular candidate / causecandidate / cause. .

•Soccer moms•Teenage boys/girls•Toddlers•Kids ages 5-10•Elderly•Mid-life men•Etc…

BIASBIAS• An inclination of feeling or An inclination of feeling or of outlook; of outlook; especiallyespecially : a : a personal and sometimes personal and sometimes unreasoned judgment ; unreasoned judgment ; prejudiceprejudice

Example of Example of biasbias

More than 900 people More than 900 people attended the event.attended the event.

vs.vs.

Fewer than 1,000 people Fewer than 1,000 people showed up at the event.showed up at the event.

Both are accurate descriptions of the Both are accurate descriptions of the attendance at a meeting. attendance at a meeting.

The first gives the reader the impression that The first gives the reader the impression that the event was successful, with more people the event was successful, with more people than expected attending. than expected attending. Is this biased? How?Is this biased? How?

The second sentence implies fewer people The second sentence implies fewer people than expected showed up. than expected showed up. Is this biased? Is this biased? How?How?

A A neutralneutral way to describe the attendance way to describe the attendance would have been: "About 950 people attended would have been: "About 950 people attended the event."the event."

"I hear the headlines on the "I hear the headlines on the

radio, see them on TV and radio, see them on TV and

read them in the paper. read them in the paper.

When I hear from the When I hear from the

men out there, I sometimes men out there, I sometimes

don't believe they are don't believe they are

talking about the same talking about the same

situation."situation."-Lyndon B. Johnson -Lyndon B. Johnson

COMMERCIAL LINKS http://www.superbowlcommercials2012.net/2012/01/kia-hamsters-super-

bowl-2012.html - Soul Hamster

http://www.youtube.com/watch?v=xffOCZYX6F8 - Coke

http://www.youtube.com/watch?v=KCs8gIMKBSo&feature=related - Etrade Baby

http://www.youtube.com/watch?v=7ku1YOrxXeQ - Brinks Security

http://www.youtube.com/watch?v=6p1UWq1o-4w&feature=related - Anti-Newt Gingrich

http://www.superbowlcommercials2012.net/2012/02/2012-volkswagen-game-day-super-bowl.html - Volkswagon

http://www.youtube.com/watch?v=3rZs8ZKTsp0 – Pepsi

http://www.youtube.com/watch?v=moPZNg-2878  - ProActive

http://www.youtube.com/watch?v=pNFOQgVQ4KU – Hallmark

http://www.youtube.com/watch?v=14CKzskjn4s  - Verizon