Propaganda is all Around You! “Can You Hear Me Now?”

Your task: Learn the various propaganda techniques by reading this packet. Next, research commercials on YouTube that employ these various techniques. Use only school appropriate commercials. You may also use magazine ads. Feel free to cut them out, print, and attach. Decide on 5 commercials or ads that illustrate 5 different techniques. You can use each technique only once, EXCEPT emotional appeal, which you can use up to 2 times; specify the type of emotional appeal you are using (Sex Appeal, Love / Popularity, Fame, Wealth, or Power). Fill out the next page with the information for the commercials/ ads you have selected.

Propaganda in Advertising Identify Technique: ____________________________________________ a. Commercial: _____________________________________ b. Explanation: c. Evaluate the effectiveness of this technique on consumers: 2. Identify Technique: ____________________________________________ 3. Identify Technique: ____________________________________________ b. Explanation :

4. Identify Technique: ____________________________________________ a. Commercial: _____________________________________ b Explanation : c. Evaluate the effectiveness of this technique on consumers: 5. Identify Technique: ____________________________________________

Propaganda in Advertising Model Identify Technique: Name-calling a. Commercial (Product being sold): esurance (State Farm) b. Explain how that commercial/ ad used that technique: This commercial presents its competitor, Geico, as old and outdated. They don’t literally call them the name “old” but they imply it by using one old lady in the commerical who, obviously, is not current with the times. She is clueless about how facebook works and is excited to announce that “15 minutes can save you 15% or more on car insurance.” Her more current peers point out how clueless she is and there is a better way (…esurance). Then the voiceover says about esurance, “welcome to the modern world” which further enforces the “name-calling” of Geico as outdated. c. Evaluate the effectiveness of this technique on consumers: This ad seems to be effective. It really does make Geico’s long standing slogan seem outdated.. Esurance seems fresh and modern and technologically current. It makes the cosumer have more faith that they can stay up to date with all insurance needs. Consumers would not want to be associated with the cluelessness of that old woman.

What is PROPAGANDA? PROPAGANDA is a technique or tactic used to influence large numbers of people to believe, buy, or do something. Propaganda usually has a negative connotation. Students should be able to identify and comprehend the propaganda techniques and persuasive tactics listed on the following pages.

What Propaganda is NOT! Propaganda is not to be confused with persuasion. Persuasion is used to sway individuals to believe something or act in a certain way. Individuals who use persuasive techniques want others to agree with their point of view. Persuasion uses clearly stated positions or opinions, convincing evidence, and counterarguments. Propaganda relies more on techniques that are not grounded in logic. Propaganda, at times, may even cross ethical lines. Persuasion is more easily accepted than propaganda.

Common Propaganda Techniques Name-calling Bandwagon Red Herring Emotional appeal Testimonial Repetition Sweeping generalization (stereotyping) Circular argument Appeal to numbers, facts, or statistics

Name-calling Name-calling is an attack on a person instead of an issue. This actually happens a lot in politics.

Bandwagon Bandwagon tries to persuade the reader to do, think, or buy something because it is popular or because “everyone” is doing it. Millions of people have discovered Proactiv Solution…from people “like you” to celebrities like Vanessa Williams, Jessica Simpson, and Adam Levine…they all say Proactive Solution helped banish their breakouts and get them on the path to clear, beautiful, star-quality skin.

2 Techniques Used This ad could pass for a bandwagon technique, or a testimonial.

Red Herring Red herring is an attempt to distract the reader with details not relevant to the product or argument. Wit and humor are a type of distraction- uses humor to sell a product; it is not uncommon that the humor itself is not even relevant to the product.

Emotional appeal Emotional appeal tries to persuade the reader by using words that appeal to the reader’s emotions instead of to logic or reason. Sex appeal- usually does not work, especially if the product is not supposed to be sexy- usually distracts from the product example: Kim Kardashian in Carl’s Jr. commercial Love/ Popularity/ Social- You will be irresistible if you use this product. example: Gain detergent- It has an irresistible scent.

More Emotional Appeal: Fame Wealth Power Brand Image- what you want people to equate with your ad example: Coca Cola is shows American patriotism

More Emotional Appeal: Anxiety Ads Fear, anxiety, and guilt are much stronger emotional appeals. Negative emotions are much stronger than positive emotions. Moderate levels of fear work best. MUST offer a way to alleviate these negative feelings- usually the use of the product.

Testimonial A well-known person supports a product or service. Celebrity endorsements can be bad if the celebrity falls from grace. example: Tiger Woods, Lance Armstrong If the “testimony” is given by an everyday person, it relates to the consumer.

Repetition: The name of a product is repeated many times Repetition is used for the purpose of product recall. Repetition does not really reach many goals in advertising, but it is used so that consumers specifically recall certain products. Example: Kibbles and Bits Head On

Slogan: a catchy phrase or statement often used to sell a service or a product “Can you hear me now?”

Sweeping Generalization (Stereotyping) Over-simplified statement about a group based on limited information One type : Plain Folk Seeks to make the company/ person appear ordinary, and hence more trustworthy Appealing to regular people’s values like family, patriotism Opposite of Snob Appeal Example:

Snob Appeal Another form of sweeping generalization that stereotypes the elite of society. Aims to flatter by making people feel that they would be of a higher SOCIAL STATUS if they used/ purchased the product. Makes assumption/ insinuation that this product/ idea is better than others…thus, those that use it are also.

Circular Argument: states the conclusion or outcome as part of the argument or reason you should buy the product Any ads that show before and after pics are using circular argument. People are skeptical of before and after ads. They can be photo shopped. Diet ads often use the circular argument.

Appeal to numbers, facts, statistics: Attempts to persuade the reader/ audience by showing how many people think something is true by providing facts, numbers, and stats to prove it. “Four out of five dentists recommend sugarless gum for their patients who chew gum.”