ss persuasive propoganda

7/27/2019 SS Persuasive Propoganda

http://slidepdf.com/reader/full/ss-persuasive-propoganda 1/28

PERSUASIVE PROPOGANDA



DEFINITION

Organized effort to persuade large numbers of

people about the truth of an idea, the value of a

product, or the appropriateness of an attitude.

Sometimes it is done via manipulation, distortion or

omission of facts.

It is widely used in political campaigns,

advertisements, news and comemrcials



WHAT IS IT?

Propaganda isn‟t a form of communication which

simply seeks to inform

It is both directional (because it often seeks to get

people to act in some fashion)

It is emotional (because it seeks to condition certain

emotional reactions to specific situations).

It appeals to prejudices, hatred, fears, aspirations

and traditions.



EXAMPLES

the government uses the media in anorganized and deliberate way to get people tobelieve that a war is necessary for their safety, that‟s propaganda.

When a corporation uses the media in anorganized and deliberate way to get people tothink that a new type of razor is better thanthe old, that‟s propaganda.

Finally, if a private group uses the media in anorganized and deliberate way to get people toadopt a negative attitude towards immigrants,that‟s also propaganda.



DIFFERENCE BETWEEN

PROPAGANDA AND ARGUMENT

The key difference here is that while an argument is

designed to establish the truth of a proposition,

propaganda is designed to spread the adoption of

an idea, regardless of its truth and always in a one-

sided manner.



IS PROPAGANDA BAD?

Because propaganda is concerned withspreading the adoption of an idearegardless of its truth, people are muchmore likely to look upon it skeptically.

Despite the fact that most people don‟tdo a great job at critical thinking, they dostill care about the truth and think thatothers should as well. If they believe that

some organization is pushing an agendawithout regard for the truth, they‟re goingto have a negative reaction.



STRATEGIES

They will create posters and messages via media.

Contents usually have persuasive languages and

flawed logic in order to influence the minds of

common masses.

They rely on information overload so that a person

will process information quickly, taking short cuts.



CHARACTERISTICS OF PROPAGANDA

Appeal to your emotions or sentiments.

Capitalise on the ambiguity of language.

Bending the rules of logic

Omission or distortion of facts. Has an intention in mind.



STRATEGIES FOR PROPAGANDA

False connection Transfer

Logical Fallacies Testimonial device

Unwarranted extrapolation

Word Games- Glittering Generalities

Name calling Band wagon

Plain Folk

Fear



PROPAGANDA TECHNIQUES

Name calling -Names of words used to create

a specific meaning, positive or

negative, about a person or itemwithout supporting evidence

•Stereotypes

•Insults

•Used with sarcasm intone of voice

Glittering

Generalities

-Uses positive, lofty language to

describe a small thing or idea.

- Make vague or empty promises

without giving much details

•Sounds too good to be

true

•Fantastic promises

Bandwagon • urges others to do what everyone

else is doing.

•Makes you think you will be left

behind the „in crowd‟ if you don‟t

have this item or this thing

•Peer pressure

• Associate guilt and

negative images with not

doing what everyone else

is doing.

Plain-folks talk •Connects to the „common people‟

to gain support.

•Uses either people unknown to the

general population or someone

well known appearing as a

common everyday person.

•Famous people doing

everyday things

•Well known person

returns to his root.

T ti i l Th ki i ll P i i l d



Testimonial •The person speaking is well

known within the

community

•May be positive or negative

•Principal recommends a

book to students

•Celebrity advertises

products

Card stacking Only tells one side of the truth •Issues presented unfairly•Other side is left out

Prestige identification A well known person using a

product

• An inferred message that

you will achieve status.

Famous person attached to

bad habit

Flag waving Invokes a feeling of patriotism

connected to a product, film or

a character.

•Shows support to country,

state or city

•School spirit, team spirit.

False connection

transfer

To transmit authority over to a

certain product or an idea.

•Using scientific credibility to

promote products.

•Using govenrmentendorsement to advocate

ideas.

Bad logic •To create false logical

premises to advocate an idea.

• it is effective especially if the

readers do not take time to

•Barack Obama was born and

spent time in Indonesia.

•Most Indonesians are

Moslems.

•



B ANDWAGON persuasive technique that invites you to join the

crowd.

Everybody‟s doing it!

Often uses weasel words

Everyone in Auburn is

supporting Bob Riley. Shouldn‟tyou be part of the winning

team?



TESTIMONIAL Statement endorsing an idea/product by a prominent

person.

Product does not have to be related to “star‟s” field.

Commonly uses musical artists, sports giants,actors/actresses

http://images.google.com/imgres?imgurl=http://www3.telus.net/rojay/Michael_Jordan_Wheaties.JPG&imgrefurl=http://blog.limewire.com/archives/2007/9&h=758&w=610&sz=42&hl=en&start=1&um=1&tbnid=g4zRarP9_e4d9M:&tbnh=142&tbnw=114&prev=/images%3Fq%3Dwheaties%26um%3D1%26hl%3Den%26ie%3DUTF-8

http://images.google.com/imgres?imgurl=http://www.duncans.tv/images/gatorade-rain-lime.jpg&imgrefurl=http://www.duncans.tv/2006/gatorade-rain-birth-of-the-new-cool&h=351&w=468&sz=14&hl=en&start=8&um=1&tbnid=ANS6GP2JE9FVlM:&tbnh=96&tbnw=128&prev=/images%3Fq%3Dgatorade%26um%3D1%26hl%3Den%26ie%3DUTF-8



PLAIN FOLKS Identifies product/idea with a locality or country

Practical product for ordinary people.

Like a good neighbor …

http://www.operationhomerun.org/images/Peter%20Mazeika-State%20Farm.jpg



P ATRIOTISM Purchase will display love of country.

Person will financially help the country.

…built American tough

http://www.autointell.net/nao_companies/ford/ford_cars/ford-ranger-01/ranger-01-30h.jpg



GLITTERING GENERALIZATION

Connotation implied tocreate “positive” impact.

Statement jumps from afew cases to all.

“Glittering” because it‟sfalsely attractive

Often used by politicians

Uses a “positive”connotation to encourage

audiences to accept theproduct or person withoutexamining the evidence.

Have it

your way!This slogan implies

“choice” which is a

founding principle

of democracy.

http://www.google.com/imgres?imgurl=http://www.portland-website-design.com/files/portland-web-designer.jpg&imgrefurl=http://www.portland-website-design.com/&h=96&w=126&sz=62&tbnid=QP06TOknH90J:&tbnh=96&tbnw=126&prev=/images%3Fq%3D%2522have%2Bit%2Byour%2Bway%2522&sa=X&oi=image_result&resnum=1&ct=image&cd=1



TRANSFERPOSITIVE FEELINGS/DESIRES ARE CONNECTED TO A

PRODUCT/USER. TRANSFERS POSITIVE FEELINGS WE

HAVE OF SOMETHING WE KNOW TO SOMETHING WE

DON‟T.

THIS TECHNIQUE RELIES HEAVILY ON SYMBOLISM.

*Love/ Popularity *Fame *Wealth *Power

During the Kerry vs. Bush

campaign an e-mail through the

internet showed similar physical

characteristics between John

Kerry and Frankenstein.

http://en.wikipedia.org/wiki/Image:Frankenstein_Karloff.jpg

http://en.wikipedia.org/wiki/Image:John_F._Kerry.jpg



N AME - C ALLING A way of smearing an

opponent

Intent is to damage

opponent

It also arouses suspicion

of opponent

Intention is to create a

seed of doubt

Used by politicians and

product companies

In a campaign speech to a

logging company, the

Congressman referred to his

environmentally conscious

opponent as a "tree hugger."

http://www.clipart.com/en/search/split?q=Environmentalist&PID=1127950&nvc_cj=1&AID=10292438



STRENGTHS OF PERSUASION

THEORY. BENEFITS The main advantage of Persuasion Theory is that it

offers cost-effective approaches for various uses. It

can help in many different kind of situations: from

resolution of conflicts to solve organizational,advertising, sales and marketing issues, but can

also help in interpersonal relationships.



LIMITATIONS OF PERSUASION

THEORY. DISADVANTAGES

• 1) Persuasion is most effective when a communicator

builds on existing values and beliefs. The attempt tochange people's values or create new ones has

proven to be highly ineffective. It is often impossible

to radically transform an existing culture.

• 2) Since persuasion is predominantly utilized in

newspapers, radio, television, education and arts,

those who don‟t enjoy these tools are less likely to be

persuaded.

ss persuasive propoganda

Documents