1. Advertising and Propaganda Techniques
10/26 – 10/27

2. Warmup
Define “red tape”
Overly burdensome rules and regulations

3. Agenda Warmup Advertising/Propaganda Techniques PPT & Notes Library
Presidential Campaign Commercials

4. Propaganda
Propaganda = ideas/facts spread deliberately to further one’s cause, or to damage an opposing cause

5. Techniques
Plain folks = where the speaker presents themself as an “average Joe”
A common person who can listen and empathize with another person’s concerns

6. Techniques
Bandwagon = encouraging people to think or act in some way because it is the popular thing to do
Encourages people’s nature to be “on the winning side”

7. Techniques
Glittering generalities = emotionally appealing phrases closely associated with highly-valued concepts
Freedom
Security
Tradition
Progress
Prosperity

8. Techniques
Mudslinging/Name Calling = the use of insults and accusations to damage the opponent’s reputation

9. Techniques
Testimonial = An important or famous person endorses a candidate

10. Techniques
Transfer = projecting positive or negative qualities onto a person
Can support or discredit
Common technique is to take a picture of the president in front of the American flag

11. Techniques
Cardstacking = manipulates the audience’s point of view by emphasizing one side of the argument and repressing the other side

12. Structural Features
Technical aspects within an ad to create the desired effect
Background location
Props
Music/background sounds
Camera angle
Actions
Supers/code words

13. Structural Features
Background location

14. Structural Features
Props

15. Structural Features Music/background sounds
Obama television advertisement

16. Structural Features Camera angle
Talking head = only the head and shoulders

17. Structural Features
Actions

18. Structural Features Supers/code words Hardworking families
Gender neutral
Right to life
Right to choose
“The American Dream”

19. Library Time!
We will watch some Presidential campaign ads from
Then you’ll make your own ad!
Needs to be at least 1 minute
it to me when finished