Unit 1 EA2: Creating an Ad Find skills and knowledge that we need to review, learn, and master in order to do well on EA2

Pesky Propaganda (Advertising Techniques) How to know when you’ve fallen for the trap!

What is Propaganda? Propaganda is an expression of opinion or action by individuals or groups Deliberately designed to influence opinions or actions of other individuals or groups Predetermined ends.

Common Propaganda Devices Bandwagon Avant-garde (Individuality) Testimonials Facts and Figures Transfer Glittering Generalities Name Calling Plain Folks Snob Appeal Logical Fallacy

Bandwagon This device is used to make us follow the crowd. It’s the “everybody’s doing it” so “come along and follow the crowd” ploy. PEER PRESSURE! http://www.youtube.com/watch?v=VQ3d3KigPQM

Avant-garde (Individuality) The opposite of Band Wagon. Appeals to your desire to be different or celebrate your own style. http://www.youtube.com/watch?v=dIEbjDuEAdk

Testimonials This devices is employed to make us accept something by securing statements or endorsements from prominent or famous people. The point to remember is that no person’s opinion is particularly valuable except for in that person’s field of work. Tiger Wood’s opinion of a golf club is worth more than his opinion of a razor blade. http://www.youtube.com/watch?v=MLPltgIhZrI

Facts and Figures Numbers and statistics are often used to persuade the audience. For example, a car repair shop might say that their technicians have an average of 5 years experience. http://www.youtube.com/watch?v=R02X4jYqaU4&feature=related

Transfer This technique can be described as carrying over the authority, sanction, and prestige of something we respect and revere to something the propagandist would have us accept. Symbols such as the cross, the American flag, or Uncle Sam are often used in transfer ploys. “If the church or the U.S. approves of it , then you should too.” http://www.youtube.com/watch?v=s__nHCNT8y8

Name-Calling This device gives bad names to those individuals, groups, nations, races, policies, beliefs, and ideals which the propagandist would have us condemn or reject. Name-calling causes us to form a judgment without examining the evidence on which it should be based. Here, the propagandist appeals to our hate and fear. http://www.youtube.com/watch?v=bJafiCKliA8

Glittering Generalities These words suggest shining ideals. As name-calling seeks to make us form a judgment or reject, Glittering Generalities seek to make us accept and approve…without examining the evidence. Beware of words that appeal to your senses in a positive way, thus you trust the message and what it stands for: Freedom Loyalty The American Way Generosity Love http://www.youtube.com/watch?v=20Zw7HJStwo&feature=related

Plain Folks The Plain Folks device is used by politicians, business, educators, and even churches to win our confidence by appearing to be common people just like ourselves. For example, during election time, you will see candidates doing ordinary activities like walking his dog, exercising, or playing with his children. They want to give the impression of being a regular guy. http://www.youtube.com/watch?v=hibyAJOSW8U

Snob Appeal The opposite of Plain Folk. Some propagandists want you to have the feeling that only the best, most beautiful, or most elite people will possess or support a particular product or ideal. Consider ads for Mercedes or Rolex. Gold Cards Platinum Cards http://www.youtube.com/watch?v=1r48YiUzmCA&feature=related

Logical Fallacy A logical fallacy is an error of reasoning. When someone adopts a position, or tries to persuade someone else to adopt a position, based on a bad piece of reasoning, they commit a fallacy. A=B then B=C http://www.youtube.com/watch?v=hc2vA_1NCcE