1. I Can:
Identify the targeted audience for a selected passage.   
Identify examples of persuasive devices (i.e., bandwagon, loaded words, testimonial, name- calling, plain folks, snob appeal).      
Identify instances of bias and stereotyping in print and non-print texts. 

2. Propaganda Techniques
What you should know!

3. How do you decide who is the best candidate…
Clipart-Microsoft Office XP 2002

4. or which is the best toothpaste ?
Clipart-Microsoft Office XP 2002

5. Looking for facts to back up your choice is an excellent idea, but find out who is presenting those facts.
Clipart-Microsoft Office XP 2002

6. Are they facts at all, or is the advertiser using propaganda techniques to persuade you?
Clipart-Microsoft Office XP 2002

7. What are Propaganda techniques?
Propaganda is designed to persuade.
Its purpose is to influence your opinions, emotions, attitudes, or behavior. (It appeals to the emotions not the intellect.)

8. It can be negative or positive.
The purpose is to benefit the sponsor.
It seeks to “guide your choice.”

9. Characteristics of Propaganda
In advertising the purpose is to claim “superiority” in order to sell product.
Weasel Words - modifiers that look substantial but are meaningless.
Makes audience believe in something or want to do something.

10. Who uses Propaganda?
Military
Media
Advertisers
Politicians
You and I

11. What are some of the techniques used to persuade us?
Bandwagon
Name-calling
Testimonial
Glittering Generality
Plain-folks appeal
Emotional words (Loaded Language)
Faulty Reasoning
Fear
Snob Appeal

12. More Propaganda… Transfer Slogan Wit and Humor Rewards Big Lie
Scapegoat
Patriotism

13. Audience Awareness Advertisers know how to target their audiences
use appropriate persuasive technique

14. Who’s the audience?

15. Audience?

16. Audience?

17. Bandwagon Everybody is doing this.
It aims at persuading the people to do a certain
thing because many other people are doing it.
If you want to fit in, you need to “jump on the bandwagon” and do it too.
The implication is that you must JOIN in to FIT in.
Clipart-Microsoft Office XP 2002

18. Bandwagon
Gives impression that you will be left out if you don’t do what you are being persuaded
Example: “See why so many women have switched” (Shampoo advertisement)
Often uses weasel words

19. If the whole world uses this VISA card, you must need one too.
Bank of the World Visa Card-
You can use it from Tennessee to Timbuktu-
anywhere you travel in whole wide world !!
Sign up today at
Clipart-Microsoft Office XP 2002
For example:
If the whole world uses this VISA card, you must need one too.

20. Everyone in Auburn is supporting Bob Riley
Everyone in Auburn is supporting Bob Riley. Shouldn’t you be part of the winning team?
As a propaganda technique, the term bandwagon suggests an imaginary vechicle carrying leaders or candidates of a cause or carrying large banners and/or posters. This group has a huge group of people following behind and all are in support of that leader/candidate.
A bandwagon is a high, ornate wagon in which a band rides as in a circus parade.
Unfortunately, most of us like to swim with the sharks rather than stand alone, so we are likely to be carried along.
Beware of this technique. It’s a lot easier to be joiner than to stand alone.
Bandwagon is a propaganda technique that suggests an image of a vechicle carrying a leader/candidate

21. Another Example An example can be a soft drink advertisement
wherein a large group of people is shown drinking
the same soft drink. People feel induced to opt for
that soft drink as it is shown to be consumed by
many.

22. Now it’s your turn:
Write two examples of Bandwagon technique. Pass your paper to the person in front of you. Read the examples and determine if they are Bandwagon technique examples.

23. Name-calling
A negative word or feeling is attached to an idea, product, or person.
If that word or feeling goes along with that person or idea, the implication is that we shouldn’t be interested in it.

24. Name - Calling A way of smearing an opponent
Intent is to damage opponent
It also arouses suspicion of opponent
Intention is to create an uneasy feeling
Used by politicians and product companies

25. Name - Calling
In a campaign speech to a logging company, the Congressman referred to his environmentally conscious opponent as a "tree hugger."

26. For example: Do we want a mayor who will leave us in debt?
Spending grew 100%
under Mayor Moneybags!
Clipart-Microsoft Office XP 2002

27. Now it’s your turn: Write two examples of Name-Calling technique.
Pass your paper to the person behind you. Read the examples and determine if they are Name-Calling technique examples.

28. Testimonial A famous person endorses an idea, a product, a candidate.
If someone famous uses this product, believes this idea, or supports this candidate, so should we.

29. Testimonial Statement endorsing an idea/product by a prominent person.
Product can be inside or outside particular field.
Musical artists,
Sports giants,
Actors/actresses
A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful
If a product 8s

30. Molly the Model asks, “Got Milk?”
Clipart-Microsoft Office XP 2002
For example:
If we drink milk we will all be as famous as Molly the model.

31. Now it’s your turn: Write two examples of Testimonial technique.
Pass your paper to the person in front of you. Read the examples and determine if they are Testimonial technique examples.

32. Glittering Generality
A commonly admired virtue is used to inspire positive feelings for a person, idea, or product.
Words like truth, democracy, beauty, timeless are examples of those general terms.

33. Glittering Generalization
Weasel words used.
Statement jumps from a few cases to all.
“Glittering” because it’s falsely attractive
Often used by politicians
Uses a “positive” connotation to encourage audiences to accept the product or person without examining the evidence.

34. Glittering Generalization
This slogan implies “choice” which is a founding principle of democracy.
Have it your way!

35. If you want to be brighter, you’ll support Bill Brite.
Look on the bright side!
Vote for Bill Brite !
Clipart-Microsoft Office XP 2002
For example:
If you want to be brighter, you’ll support Bill Brite.

36. Now it’s your turn: Write two examples of Glittering Generalization.
Pass your paper to the person behind you. Read the examples and determine if they are Glittering Generalization technique examples.

37. Plain-folks appeal
This idea, product, or person is associated with normal, everyday people and activities.

38. Plain Folks Identifies product/idea with a locality or country
Practical product for ordinary people.
Like a good neighbor…

39. For Example: Vote for Smith
We want a Jim Smith, a mayor who supports the regular American worker.
Vote for Smith
Clipart-Microsoft Office XP 2002

40. Now it’s your turn: Write two examples of Plain Folks technique.
Pass your paper to the person behind you. Read the examples and determine if they are Plain Folks technique examples.

41. Transfer
Symbols, quotes, or images of famous people are used to convey a message.
The message may not necessarily be associated with them.
Using the names or pictures of famous people, but not direct quotations

42. Transfer
Using the product will make you look or feel like the people in the ad

43. Transfer Love/ Popularity Fame Wealth Power
Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone.
Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention.
Fame – You will gain fame (attention) if you use this.
Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for.
Power- This will give you power over people. You’ll have an “edge” over others.

44. Transfer This technique relies heavily on symbolism.
*Love/ Popularity *Fame *Wealth *Power
During the Kerry vs. Bush campaign an through the internet showed similar physical characteristics between John Kerry and Frankenstein.
Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone.
Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention.
Fame – You will gain fame (attention) if you use this.
Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for.
Power- This will give you power over people. You’ll have an “edge” over others.

45. Celebrate the American Way this 4th of July-
Eat at Joe’s
Joe’s Barbeque
Clipart-Microsoft Office XP 2002
For example:
Joe uses symbols of America to tie his restaurant to American values for Independence Day.

46. Now it’s your turn: Write two examples of Transfer technique.
Pass your paper to the person in front of you. Read the examples and determine if they are Transfer technique examples.

47. Emotional words (Loaded Language)
Words that leave us with positive feelings are used to describe a product, person, or idea.
We associate those words and, therefore, those positive feelings with the product.
A person is made to have strong feelings about a situation or product

48. Emotional Words (Loaded Language)
Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group)
“If you want to be cool, wear this jacket”

49. Emotional Words (Loaded Language)

50. For example:
What feelings are inspired by the words “true love”? If you wear this cologne will someone fall in love with you?
True Love
Clipart-Microsoft Office XP 2002

51. Now it’s your turn: Write two examples of Loaded Language.
Pass your paper to the person behind you. Read the examples and determine if they are Loaded Language technique examples.

52. Faulty Reasoning
Factual supporting details are used though they do not support the conclusion. It works like this:
Christians believe in God.
Muslims believe in God.
Christians are Muslims.

53. For example:
Does this mean that teachers need medication to keep their cool during the school day ?
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002

54. Now it’s your turn: Write two examples of Faulty Reasoning.
Pass your paper to the person behind you. Read the examples and determine if they are Faulty reasoning examples.

55. Fear Our fears are displayed.
Ideas, candidates, or products are shown to put our fears to rest.

56. Guard against Identity theft
Use Safety Ware
Clipart-Microsoft Office XP 2002
For example:
If you use Safety Ware it will keep people from stealing your identity-or will it?

57. Now it’s your turn: Write two examples of Fear.
Pass your paper to the person behind you. Read the examples and determine if they are Fear technique examples.

58. Snob Appeal Snob appeal is reverse of plain folks.
It indicates that buying a certain product will make you stand out from the rest, as the masses won’t afford to buy it.

59. Snob Appeal Aims to flatter
Makes assumption/ insinuation that this product/idea is better than others…
Thus, those that use it are too.
“Avant Garde” ahead of the times.

60. Example
The Ultimate driving machine

61. Examples: Dog 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.”

62. Now it’s your turn: Write two examples of Snob Appeal.
Pass your paper to the person behind you. Read the examples and determine if they are Snob Appeal technique examples.

63. Slogan “Trust Sleepy’s For the ‘rest’ Of your life”
A catchword or phrase loaded with emotion
Often sells through repetition
Clever and easy to remember
Stays with you a long time
Often a melody you already know
“Trust Sleepy’s
For the ‘rest’
Of your life”

64. Slogan: “Can you hear me now?”

65. Relevant facts
Advertisers spend about $200 billion a year on TV advertising
The average cost for Super Bowl ads is $2.6 million per 30 second spot
The average American watches about 24,000 TV commercials a year

66. Making Connections What is your favorite jingle?
What slogan for a product do you find yourself saying?
What TV commercial has influenced you to make a purchase?
Since Taylor Swift and Lady GaGa shop at Kroger, does that mean we should too?

67. Reflection
“Persuasion is all around you” In addition to TV commercials, where else do you see persuasion all around you? Is that persuasion influencing you or your family in any way? Explain.

68. How do we make sure that we are making informed choices,
Clipart-Microsoft Office XP 2002
instead of allowing others to sway us in our decision-making?

69. We make our own choices when …
we read and listen to reliable sources,
we watch for combinations of truths and lies,
we check for hidden messages,
we watch for use of propaganda techniques,

70. and, most importantly, WHEN WE LISTEN TO OUR OWN VOICES !
educationservice
WHEN WE LISTEN TO OUR OWN VOICES !

71. Individual Practice

72. 1)
Audience?
Purpose?
Persuasive technique?

73. 2)
Audience?
Purpose?
Persuasive technique?

74. 3)
Audience?
Purpose?

75. 4)
Audience?
Purpose?

76. 5)
Audience?
Purpose?
Persuasive technique?

77. 6)
Audience?
Persuasive technique?

78. Get out one sheet of paper and copy the following chart.
The End

79. 1 2 3 4 5 Whose Voice Did You Hear? AD # WHO published this ad? WHAT
is it about?
WHERE
did you find it?
HOW
did the advertiser use propaganda techniques to persuade? 1 2 3 4 5