1. Propaganda 6th Grade Edition

2. Propaganda What is Propaganda?
Propaganda is used to manipulate the readers' or viewers' reason and emotions; to persuade them to believe in something or someone, to buy an item, or to vote a certain way.
Most commonly, it is used in ADVERTISING.

3. Pathos Pathos is a Greek word that signifies the appeal to emotion.
You are identifying what emotions are being triggered, and how they are being triggered.
For example:
Why do we send donations to the humane society when we see a cute puppy on the ad?
Tip: Look for Metaphors and Names of Products (i.e. perfume names)

4. Logos
Logos is the appeal to Logic. (also Greek, if you were wondering)
Logic factors in when there is a testimonial or “evidence” to be presented. These are quite often pseudoscientific ( not truly proven facts).
For Example:
If you are looking an energy drink, you might be tempted to buy the drink that will provide lowest crash factor.

5. Ethos Ethos is the appeal to character and shared values.
This may take place in an ad when an organization appeals to the audience through shared beliefs.
For example:
An ad for starving children in Africa may appeal to the idea that the moral, American public is against the problem of poverty and is willing to donate money based on this belief.
Another might happen when a company offers its audience a website.

6. Logical Fallacy
This occurs when “evidence” is provided or the argument has a spokesperson vouching in favor of the opinion.
For example: Take that energy drink analogy. If you see a celebrity that claims this drink keeps them going, you might be tempted to believe them.

7. Let’s Practice In the following commercials, you need to identify:
1. The argument
2. Pathos, Logos, Ethos (if applicable)
3. Logical Fallacy (if applicable)
4. Slogan: Is there one? How does it apply to the argument?
Is this commercial convincing? Why?
Remember: All advertisements are arguments.
Handout

8. Commercial 1 https://www.youtube.com/watch?v=vtP-S9OS0o0
Refer to the questions on the previous slide. How does Allstate do?

9. Commercial 2
Orbit Gum U

10. Common persuasive techniques often used in advertising
Slogan
Repetition
Bandwagon
Testimonial
Emotional Appeal
Expert Opinion
Purpose?

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

12. Repetition: The name of a product is repeated many times
HEAD ON Apply directly to the forehead
HEAD ON Apply directly to the forehead
HEAD ON Apply directly to the forehead

13. Bandwagon
A statement suggesting that everyone is using a specific product, so you should too

14. Testimonial
A well-known person supports a product or service

15. Emotional Appeal
A person is made to have strong feelings about a situation or product

16. Expert opinion
Experts approve this product, so you should use it “Four out of five dentists recommend sugarless gum for their patients who chew gum”

17. Snob Appeal
When the reasoning of an argument plays upon a human’s need to feel superior in order to help with persuasion.
A play on our desire for fancy things and the "good life". Jewelry, expensive cars, perfumes, designer clothing and accessories are often marketed using snob appeal.
Examples:
Cat food is served in a crystal goblet.
A credit card company offers gold and platinum cards rather than the original yellow, blue and red.
The family passes the word that “He went to Jared.”
A restaurant critic writes that a particular establishment has food and spirits designed for “the discriminating palate.”
a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.

18. HUMOR
Humor is an element that is used in around 30% of the advertisements. Humor can be an excellent tool to catch the viewer’s attention and help in achieving instant recall which can work well for the sale of the product. Humor can be used effectively when it is related to some benefit that the customer can derive without which the joke might overpower the message.

19. Quick review Slogan Repetition Bandwagon Testimonial Emotional Appeal
Expert Opinion

20. Audience?
Purpose?
Persuasive technique?

21. Audience?

22. Audience?
Purpose?
Persuasive technique?

23. Audience?
Purpose?
Persuasive technique?