Advertisement and Propaganda a look at mass media

Purpose of media 0 to attract and hold interest of general population 0 to communicate specific message

Mass Media 0 any media or form of communication that reaches a large audience is considered “for the masses”

Common Sources of Mass Media 0 newspapers 0 magazines 0 radio 0 television 0 websites

What are the outlets? (What are the different parts?) 0 article: headline, art, photo or chart, print in columns, related stories in nearby box 0 weblink: link from home page, headline, photo, video, art, graph, related stories, hyperlinks to other features, some audio possible 0 radio or tv: video or audio, narrator or announcer, news crawl along bottom of the screen, other graphics

article

web link

TV

radio

TWO MAIN MEDIA LAYOUTS 0 1. Advertisements 0 2. Propaganda ads

Propaganda 0 Propaganda is a form of communication that is aimed at influencing the attitude of a community toward some cause or position so as to benefit oneself or one's group. As opposed to impartially providing information, propaganda presents information primarily to influence an audience.

Support women. Support USA.

What are Propaganda techniques? Propaganda is designed to persuade. Its purpose is to influence your opinions, emotions, attitudes, or behavior. It seeks to “guide your choice.”

Who uses Propaganda? Military Media Advertisers Politicians

Advertisement 0 a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. 0 Take action= Buy this! Get that! Use this!

What are some of the advertisement techniques used? Bandwagon Name-calling Testimonial Glittering Generality Plain-folks appeal Transfer Emotional words Faulty Reasoning Fear

Bandwagon Everybody is doing this. If you want to fit in, you need to “jump on the bandwagon” and do it too. The implication is that you must JOIN in to FIT in. Clipart-Microsoft Office XP 2002

For example: If the whole world uses this VISA card, you must need one too. Bank of the World Visa Card- You can use it from Tennessee to Timbuktu- anywhere you travel in whole wide world !! Sign up today at Clipart-Microsoft Office XP 2002

Key point: Verizon has more coverage = therefore they have more users! So YOU should be a user too!

Name-calling A negative word or feeling is attached to an idea, product, or person. If that word or feeling goes along with that person or idea, the implication is that we shouldn’t be interested in it.

Spending grew 100% under Mayor Moneybags!

Testimonial A famous person endorses an idea, a product, a candidate. If someone famous uses this product, believes this idea, or supports this candidate, so should we.

For example: If we drink milk we will all be as famous as Milly the model. Milly the Model asks, “Got Milk?” Clipart-Microsoft Office XP 2002

Key Point: Beyonce does it… so you should??

Glittering Generality A commonly admired virtue is used to inspire positive feelings for a person, idea, or product. Using a general virtue to appeal to viewer.

For example: If you want to be brighter, you’ll support “Bill Brite.” Look on the bright side! Vote for Bill Brite ! What does that even mean? Clever wording doesn't mean the product is good. It is just a GENERAL and blank statement.

Plain-folks appeal This idea, product, or person is associated with normal, everyday people and activities.

Transfer Symbols, quotes, or images of famous people are used to convey a message. The message may not necessarily be associated with them.

For example: Joe uses symbols of America to tie his restaurant to American values for Independence Day. Celebrate the American Way this 4 th of July- Eat at Joe’s Joe’s Barbeque Clipart-Microsoft Office XP 2002

EXAMPLE 2 Just because the sign uses an American symbol, doesn’t make this place more reliable.

Emotional words Words that leave us with positive feelings are used to describe a product, person, or idea. We associate those words and, therefore, those positive feelings with the product.

Example 1 What feelings are inspired by the words “true love”? If you wear this cologne will someone fall in love with you? True Love Clipart-Microsoft Office XP 2002

EXAMPLE 2 Just because the emotional word, “love,” is there means you need this product to feel love?

Faulty Reasoning Factual supporting details are used though they do not support the conclusion. It works like this: Ad says: Christians believe in God. But you can also say: Muslims believe in God. So: Christians are Muslims….? = Faulty reasoning.

For example: Does this mean that teachers need medication to keep their cool during the school day ? More teachers recommend Calm- me to help them make it through the day Clipart-Microsoft Office XP 2002

Fear Our fears are displayed. Ideas, candidates, or products are shown to put our fears to rest.

EXAMPLE 1 If you use “Safety War”e it will keep people from stealing your identity-or will it? Guard yourself against identity theft! Use “Safety Ware”

EXAMPLE 2 If you weren’t afraid of falling then, you are now….

Now, put your knowledge to practice. Look at commercials and determine the use of techniques. (Follow handout about Superbowl). Clipart-Microsoft Office XP 2002