Propaganda & Persuasion Commercials

What you will do Learn to identify the types of propaganda & persuasion. Create a product to market. Write a script and storyboard. Learn to identify the types of propaganda & persuasion. Create a product to market. Write a script and storyboard.

What you will do (continued) Practice techniques for video shots, angles, movement & transitions. Learn and participate in Video Crew Jobs. Film, edit and critique a 60 second commercial. Practice techniques for video shots, angles, movement & transitions. Learn and participate in Video Crew Jobs. Film, edit and critique a 60 second commercial.

What is Propaganda? / An idea or belief system that is promoted through mass communication.

The Eight Types of Propaganda Name Calling Transfer Bandwagon Repetition Name Calling Transfer Bandwagon Repetition

Eight Types of Propaganda (cont.) Card Stacking Testimonials Plain Folks Glittering Generalities Card Stacking Testimonials Plain Folks Glittering Generalities

/ Negative words are used to create an unfavorable opinion of the competition in the viewer’s mind.

/ A product is associated with other products and borrows credibility. A product is connected to the good feelings, looks or ideas of the endorsing person.

/ This technique tries to persuade everyone to join in and do the same thing.

/ The product name, keyword, phrase or jingle is repeated several times.

/ One side of an issue is examined while the other side is avoided.The viewer is led to believe one product is better than the other with no real proof offered.

/ An important person, famous figure, or an expert endorses a product.

/ A well-known person is involved in everyday activities while endorsing a product. This makes them “ordinary” like you and me.

/ Emotional words such as luxury, beautiful, paradise and economical are used to evoke positive feelings in the viewer.

Activity #1 / Using what you know about propaganda techniques, you and a partner will: I. Select an ad from a magazine. II. Use the Analysis Chart to analyze it. III. Share your findings with the class. / Using what you know about propaganda techniques, you and a partner will: I. Select an ad from a magazine. II. Use the Analysis Chart to analyze it. III. Share your findings with the class.

Activity #2 / After reviewing the information on types of propaganda we will: I. View pretaped TV commercials. II. Vote which type of propaganda each commercial is. III. Cite examples to justify your vote. / After reviewing the information on types of propaganda we will: I. View pretaped TV commercials. II. Vote which type of propaganda each commercial is. III. Cite examples to justify your vote.

Product Brainstorm / We will brainstorm as a group, the major categories that products fall into. After brainstorming we will break into small groups to create specific product ideas.

Activity #3 / For this activity we will: I. Watch a taped TV commercial. II. View the script of that commercial. III. Draft scripts for your product. IV. Adhere to a 60 second time limit for your commercial. / For this activity we will: I. Watch a taped TV commercial. II. View the script of that commercial. III. Draft scripts for your product. IV. Adhere to a 60 second time limit for your commercial.

Camera Shots & Angles For this lesson we will watch the “Scoop Away” commercial, you will: / Identify the camera shots used. I. With your group make a tape showing each of the different shots and angles highlighted. For this lesson we will watch the “Scoop Away” commercial, you will: / Identify the camera shots used. I. With your group make a tape showing each of the different shots and angles highlighted.

Storyboards / Watch the “Scoop Away” commercial while following along with it’s storyboard. Your storyboard must include: I. A sketch of the shot. II. The action that will occur. III. The name of the camera shot used. / Watch the “Scoop Away” commercial while following along with it’s storyboard. Your storyboard must include: I. A sketch of the shot. II. The action that will occur. III. The name of the camera shot used.

Storyboards & Scripts / You will now transfer storyboard information to your final script. Your final script will include the transitions used for each shot.

Props & Background / For this activity you will create all props and backgrounds needed. Use you Math and spatial skills to ensure backgrounds are the right aspect ratio for your planned camera shots.

Video Crew Jobs / Learn and review the requirements/resposibilities for the five Video Crew Jobs our group will require on this shoot.

Producer  The boss.  Oversees the entire project.  Provides necessary finances.  The boss.  Oversees the entire project.  Provides necessary finances.

Director  Interprets the script and storyboard for talent and crew.  Calls the camera shots.  Cues talent and crew.  Interprets the script and storyboard for talent and crew.  Calls the camera shots.  Cues talent and crew.

Sound & Lighting Technician  Arranges for lighting and sound.  Tests for suitability of light and sound.  Assists with setup and tear down of equipment.  Arranges for lighting and sound.  Tests for suitability of light and sound.  Assists with setup and tear down of equipment.

Camera Operator  Operates the camera following the directors commands.  Assists with setup and teardown of equipment.  Operates the camera following the directors commands.  Assists with setup and teardown of equipment.

Talent  Follows director’s cues.  Thinks about his or her part and characterization.  Assists other crew members as needed.  Memorizes the script and storyboard.  Follows director’s cues.  Thinks about his or her part and characterization.  Assists other crew members as needed.  Memorizes the script and storyboard.

Film & Edit Commercials / Working with your group you will: I. Setup your backgrounds and film. II. Edit you video and sound using iMovie. III. Present your video to class and participate in critique of commercials. IV. Final shooting, editing and production. / Working with your group you will: I. Setup your backgrounds and film. II. Edit you video and sound using iMovie. III. Present your video to class and participate in critique of commercials. IV. Final shooting, editing and production.

One Example