{ Propaganda Mrs. Creel, LA

 Influencing the attitude of a population for a cause -- often lying by omission. What is propaganda?

 Propaganda: information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.  Term became common in the 1700’s when churches began “propagating the faith” (to spread the word from person to person).  Typically has a negative connotation Diggs-Brown, Barbara (2001) Strategic Public Relations: Audience Focused on Practice p. 48 In other words:

For example:

 Propaganda has existed almost since the beginning of the printing press in the mid 1450’s.  During the American Colonial period, advertisements were popular in stores and print media. History in Propaganda

History of Propaganda -Napoleon was a French military general who rose to power with the purpose of conquering Europe. -This is a French propaganda painting of Napoleon Crossing the Alps (1805), during the Napoleonic Wars. -It depicts Napoleon as a righteous warrior.

Reality in Propaganda Although Napoleon was a military genius, as his power began to weaken, he “carefully crafted reports from the battlefield, designed to increase his glory while masking the ruthlessness with which he plundered the country” (PBS). -Created his own newspapers -Ordered a painting after every victory, dictating the theme and layout of the characters. -Made sure his victories were widely publicized in his home country of France.

Modern Propaganda According to Cutting Through the Advertising Clutter, written in September 2006, “We’ve gone from being exposed to about 500 ads a day back in the 1970’s to as many as 5,000 a day” (CBS). The MAIN PURPOSE of propaganda is to influence YOU.

 Nostalgia/plain folks  Bandwagon  Transfer/fantasy  Humor  Sense appeal  Testimonial  Statistics Types of Propaganda

 According to Business Insider (an online magazine), 36 companies spend at least 1 million dollars a year in ads. 36. Apple 35. General Mills 34. Google 33. Microsoft Corporation 32. Sony Corporation 31. Capital One Financial Corporation How much does it take to convince you?

 Which of these companies do you think spends the most money per year on advertising? Walt DisneyToyota Walt DisneyToyota L’Oreal American Express L’Oreal American Express Walmart Ford Walmart Ford Macy’s Verizon Macy’s Verizon TargetProcter & Gamble TargetProcter & Gamble Money, money, money…

 Procter & Gamble spends $10 billion on ads globally every year. WINNER!

Reflection & Response  For each of the commercials you need to answer the following questions.  Please put the product or company at the top and then your response below. 1.) What appeal did the commercial use? 2.) Was it effective (yes or no)? 3.) Why was it effective or ineffective (use information from the commercial-be specific)?

Commercials Old & New  Gum  One (1980) One  Two (2011) Two  Kool Aid  One (1950) One  Two (2011) Two  McDonalds  One (2011) One  Two (2010) Two  Three Three  first McDonalds commercial (1960)

In the following commercials, identify which propaganda techniques are used. There can be more than one per commercial. Remember these?  Nostalgia/plain folks  Bandwagon  Transfer/fantasy  Humor  Sense appeal  Testimonial  Statistics

Define:  Bias- an inclination to present or hold a partial perspective  Nostalgia/plain folks- back to nature, just the way grandma use to make it, back to the good ‘ ol days  Bandwagon- Everyone who is anyone is buying this product  Transfer/Fantasy- Superheroes, super athletes, beautiful/rich people. Advertisers hope that the consumer will tend to transfer these qualities to the product and themselves when purchasing the item.

Define:  Humor- people may tend to remember an ad if it makes them laugh and may purchase the product because of the positive association with it.  Sense appeal- sounds or pictures that appeal to the senses are featured  Statistics- people tend to be impressed with facts and statistics even if they have little relevance or meaning.  Testimonial- important or well-known people testify that they use the product and so should you.

In the following commercials, identify which propaganda techniques are used. There can be more than one per commercial.  Nostalgia/plain folks  Bandwagon  Transfer/fantasy  Humor  Sense appeal  Testimonial  Statistics

Appeals  Wheat Thins Wheat Thins Wheat Thins  Porshe Porshe  Pro Line Pro Line Pro Line  American Express American Express American Express  Speed Stick Speed Stick Speed Stick  Chevy Chevy  E*TRADE E*TRADE  Nissan Nissan  Old Spice  One One  Two Two  Discovery Channel Discovery Channel Discovery Channel  Volkswagen Passat Volkswagen Passat Volkswagen Passat