Today’s Agenda, Nov. 17th: PICK UP HANDOUT Intro to Propaganda and Advertising Begin working on VOCAB (7-8) due 11/21 Read BNW (Chapter 11)

Where in our daily lives do we experience propaganda through advertising?

Advertising….scary, huh??

The Media surrounds us – TV, magazines, radio, the Internet, billboards – all packed with advertisements that scream BUY ME! Advertisers market their products in ways to grab our attention. They provide appeals and claims that entice us to buy what they are selling.

Just as knowing how to read is a vital skill for making informed decisions in life, so is understanding the media that bombards us. It is important to understand the tactics that they are using to lure us in.

What is propaganda? Spreading of information to help or to hurt a cause. Telling only the side you want people to know. Propaganda appeals to emotions rather than intellect oXZ6EcneA

Common Core Standards Addressed for today’s lesson: ELACC12SL2: Integrate multiple sources of information presented in diverse formats and media (e.g., visually, quantitatively, orally) in order to make informed decisions and solve problem s, evaluating the credibility and accuracy of each source and noting any discrepancies among the data. ELACC12RL2: Determine two or more themes or central ideas of text and analyze their development over the course of the text, including how they interact and build on one another to produce a complex account. ELACC12RL4: Determine the meaning of words and phrases as they are used in the text, including figurative and connotative meanings; analyze the impact of specific word choices on meaning and tone, including words with multiple meanings or language that is particularly fresh, engaging, or beautiful. (Include Shakespeare as well as other authors.)

Advertising Techniques AVANTE GARDE The suggestion that using this product puts the user ahead of the times e.g. a toy manufacturer encourages kids to be the first on their block to have a new toy.

Bandwagon Bandwagon is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up on the losing side. Few of us would want to wear nerdy clothes, smell differently from everyone else, or be unpopular. The popularity of a product is important to many people. Even if most of us say we make our own choices when buying something, we often choose well-advertised items -- the popular ones.

Advertising copywriters must be careful with the bandwagon propaganda technique because most of us see ourselves as individuals who think for ourselves. If a bandwagon commercial is too obvious, viewers may reject the product outright. But…Be careful with Bandwagon…

Facts and figures Statistics and objective factual information is used to prove the superiority of the product: e.g. a car manufacturer quotes the amount of time it takes the car to get from 0 to 100 mph

Glittering Generalities This technique uses appealing words and images to sell. The message this gives, though indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life: e.g. this cosmetic will make you look younger, this car atch?v=oL3a2XVDA44 atch?v=oL3a2XVDA44

HIDDEN FEARS: The suggestion that this product will protect the user from some danger: e.g. a laundry detergent suggests that you will be embarrassed when strangers see "ring around the collar" of your shirts or blouses MAGIC INGREDIENTS: The suggestion that some almost miraculous discovery makes the product exceptionally effective: e.g. a pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor's.

PLAIN FOLKS: The suggestion that the product is a practical product of good value for ordinary people: e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product. PATRIOTISM: The suggestion that purchasing this product shows your love of your country: e.g. a company brags about its product being made in America and employing American workers.

SNOB APPEAL: The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle: e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery. TRANSFER: Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user: e.g. a textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.

And then again….re-make …you get my sense of humor…LOL TESTIMONIAL A famous personality is used to endorse the product: e.g. a famous basketball player (Michael Jordan) recommends a particular brand of shoes. Celebrity endorsements are frequent in Super Bowl advertisements.

` WIT AND HUMOR Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language…..(Satire/Parody)

Bandwagon Facts and Figures Glittering Generalities Hidden Fears Magic Ingredients Patriotism Plain Folks Snob Appeal Transfer Testimonial Wit and Humor What advertising techniques are being used to sell the product?

Bandwagon Facts and Figures Glittering Generalities Hidden Fears Magic Ingredients Patriotism Plain Folks Snob Appeal Transfer Testimonial Wit and Humor What advertising techniques are being used to sell the product?

Bandwagon Facts and Figures Glittering Generalities Hidden Fears Magic Ingredients Patriotism Plain Folks Snob Appeal Transfer Testimonial Wit and Humor

What does this have to do with Brave New World? Hypnopaedia slogans are very similar to commercial advertising slogans “I love new clothes, I love new clothes... Ending is better than mending... I’m so glad I’m a Beta... was and will make me ill; I take a gramme and only am”

Why is the propaganda in the text not challenged by most people in the society? Which characters do question the propaganda and what causes their questioning?

Now, let’s try it for ourselves! Work with your groups (#1 on handout) Find examples of elements of advertising/persuasion by analyzing the ads in the provided magazines: identify and cut out the ads which use one of the techniques. Glue your examples to the large paper underneath the technique used in advertising. Find at least four of the 12 types. As always, we make a literary connection: Brave New World, complete the Propaganda Department Assignment (#2 on handout). Use the white, cardstock paper provided. You may draw pictures or use art from the magazines. Your vocabulary assignment relating to propaganda and advertising in Brave New World is due on Friday, 11/21.