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EVERYONE HAS AN AGENDA… Intro. to Propaganda: The Media’s Persuasive Tactics
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Propaganda Definition: information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.
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Types of Propaganda - Bandwagon- Repetition - Testimonial- Analogy - Plain Folks- Understatement - Transfer- Overstatement -Fear- Rhetorical Question - Name-calling - Glittering Generalities -Euphemisms - Anecdotes -Connotative Language
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Bandwagon Conveys the idea that “everyone is doing it/using it/supporting it, and you should, too!” Why does it work? – Appeals to the conformist in us – No one wants to be left out of the “popular” trend
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Examples 4 out of 5 people say Orbit is the best gum. McDonald’s “billions served” "Planters Cashews" "Planters Cashews"
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Testimonial TV and movie stars, musicians, athletes, famous people who promote products or endorse candidates Why does it work? – Generates more interest and causes millions more people to support cause or buy product
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Examples Justin Timberlake: PepsiJustin Timberlake: Pepsi Lebron and Dwight: McDonald’sMcDonald’s Michael Jackson: PepsiPepsi
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Plain Folks Product or cause is identified with the “common people” from everyday walks of life Tries to make candidate/product appear all-American and grassroots Why does it work? FreeCreditReport.com FreeCreditReport.com "Managing Minutes" "Managing Minutes"
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Transfer The use of symbols, quotes, or images to convey a message not necessarily associated with the product/candidate/idea Religious and patriotic messages are commonly used Why does it work?
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Examples A “doctor” in a white lab coat discusses a heart drug with his “interns”—all actors An American flag waves behind a presidential candidate in a campaign ad Old Spice Old Spice Snickers commercial Snickers commercial
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Fear Present a dreaded or undesirable circumstance Follow it up with a suggested behavior that is needed to avoid the horrible event Why does it work?
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Examples Only Lysol can kill 99.9% of bacteria and keep your children from getting sick. Worst case: “Group X is causing the problems in our country.” "Protect Your Family”Protect Your Family Citibank ID theft Citibank ID theft Teen Driving Teen Driving
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Glittering Generalities Using positive, often emotionally charged words to describe an idea/product/candidate The words often describe a generally accepted virtue Why does it work?
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Example “Olay Face Lotion is an inexpensive way to help you keep that youthful glow so you can show your inner beauty.” “Joe Smith fights for family values and is a great American!” Wrinkle Cream Wrinkle Cream Raisin Bran Crunch Raisin Bran Crunch
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Name-Calling Opposite of glittering generalities This techniques ties a person/idea/product to a negative image – Can be directly stated or implied Why does it work?
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Example Kia Soul Kia Soul Subway Subway Words with negative connotations : – Tree Hugger – Bum – Terrorist
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Repetition Repeating words or phrases for emphasis or effect Example: “Sunday, Sunday, Sunday…Power Nissan is having the best sale ever!” Head On Head On L’Oreal Infallible Lip Color L’Oreal Infallible Lip Color “Be a Pepper” “Be a Pepper”
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Analogy Using comparisons for emphasis Example: Missing a deal like this would be like losing a winning lottery ticket! Geico Geico Volkswagen Volkswagen
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Understatement Representing something as less important than it really is Examples: The hurricane was a little windy. We’ve only lost a few thousand people in Iraq. “Tiny”Tiny “Peggy”Peggy
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Overstatement Generalizations that cannot be backed up by facts Makes something seem better or more important than it really is Examples: “This is the best sale you’ll ever see” “Honda Odyssey” “Honda Odyssey” “I feel like dancing” “I feel like dancing”
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Rhetorical Questions Asking a question that doesn’t require an answer Reader has no choice but to agree Examples: “Do you really want four more years of poverty?” Old Spice #2 Old Spice #2
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Loaded Words (Connotative Language) Using words that carry a positive or negative emotional impact Jenny Craig Jenny Craig McCain Ad McCain Ad Examples: – Beautiful- Unpatriotic – Young- Fat – Protect- Bankrupting
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Anecdotes Short, personal stories used to illustrate why a certain viewpoint is correct and should be supported Examples: A mother in support of a proposal for stronger DUI laws telling the story of her child being killed by a drunk driver. “Mr. Obama”Mr. Obama Life Call Life Call
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Euphemisms Definition: substituting mild, indirect, or vague expressions for offensive, harsh, or blunt ones. The opposite of “name-calling” Examples: – thrifty vs. stingy – trim vs. skinny – brilliant vs. geeky – experienced vs. old A Gift? A Gift?
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Where do we find propaganda? Advertising News releases from government Political campaigning Anywhere else?
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