1. Propaganda Project
Brave New World

2. Objective
Students will create a 60 second commercial advertisement using the proper formatting to show their understanding of propaganda and its use in the World State of the novel Brave New World.

3. Essential Questions
How does a society, state, or social group use propaganda to maintain social order?
How do the elements of argument (ethos, pathos, logos) apply to advertisements?
How do the audience and message of an advertisement affect the way it is delivered?

4. Introduction
Congratulations on your job offer and welcome to Mustapha Mond's Department of Propaganda!  As a new employee, it is imperative that you understand clearly and completely your role in our brave new world of stability, harmony, and never-surpassed human happiness…

5. Departments
Shop 'til You Drop Sub-department: You are responsible for promoting the idea that an increase in production and consumption lead to happiness and virtue.  Newer is better!  More is best!  Old is horrid! “Ending is better than mending”
Better Living Through Test Tubes Sub-department: Everyone belongs to everyone else!  And all have a role and a function in society.  Everyone has to do their part!  To understand and act on this is to be happy and to live healthily.  One cannot be reminded of this long enough - or forget the ugliness, squalor, and irrationality of the old family-model based on [sic] "parents"!
Never a Dull Moment Sub-department: Whether it be the Obstacle Golf, Orgy Porgy, or the Feelies, a normal person just wants to have non-stop 24-7 fun!  Sensory stimulation is the highest pursuit of the best form of happiness.  Don't be the last to indulge in the latest greatest amusement!  And let's all do it TOGETHER!
Happiness is a Pill Sub-department: Feeling a bit under the weather?  Gloomy thoughts clouding your day?  Take a Soma vacation! Pop a pill(s) and kiss those rain clouds good-bye.  Relief is just a dose away! What are you waiting for?  TAKE IT NOW!
You will be assigned to one of four Department of Propaganda sub-departments responsible for reinforcing correct thought and correspondingly correct behavior:

6. Keys to Effective Commercials
Message
Make sure your message is clear! What are you selling?
How can you sell it? What types of persuasion can you use? Slogans? Jingles?
Audience
Know your target audience. What makes them tick? What “buttons” can you push?
Call to Action
What is it you are trying to get your audience to do? Don’t forget to inform them how to do it!

7. World State Caste System

8. Formatting
The most common format for a television commercial advertisement is the 2-column script format.

9. Formatting At the top you should include the following information:
TITLE: “The Name of Your Commercial”
CLIENT: The name of the company or entity who the commercial is for (Department of Propaganda)
AGENCY: The name of the company or entity that you work for (In this case your Sub-Department)
DATE: The date it is due
COPYWRITER: The name(s) of the writer(s)

10. Formatting The script is divided into 2 columns: Video and Audio VIDEO

11. Formatting
The standard font for the film industry is “courier new”, but you may use any legible font for this assignment
VIDEO
AUDIO

12. Formatting
In the Video column, everything is in ALL CAPS. Your video descriptions should be in present tense, as if it is happening right now as we read it. You may choose to use film terminology to explain what we are seeing at that point in the commercial
VIDEO
AUDIO
OPEN ON LITTLE GIRL SITTING ON FRONT PORCH AT WICKER TABLE. BEGIN SLOW MOVE IN ON HER AS SHE SINGS.

13. Formatting
In the audio column, describe everything that is happening that the audience hears - including music, voice overs, and sound effects (SFX). Names of people or VO (voice over) are in caps, everything else is lowercase.
VIDEO
AUDIO
OPEN ON LITTLE GIRL SITTING ON FRONT PORCH AT WICKER TABLE. BEGIN SLOW MOVE IN ON HER AS SHE SINGS.
CUP SPEAKS WITH LID
KID: P-A-R-K-A-Y, P-A-R-K-A-Y.
CUP: Butter

14. Formatting
Make sure the video and audio columns match up with what is happening at the same time…
VIDEO
AUDIO
OPEN ON LITTLE GIRL SITTING ON FRONT PORCH AT WICKER TABLE. BEGIN SLOW MOVE IN ON HER AS SHE SINGS.
CUP SPEAKS WITH LID
KID: P-A-R-K-A-Y, P-A-R-K-A-Y.
CUP: Butter

15. Parkay Butter Commercial
<iframe width="420" height="315" src=" frameborder="0" allowfullscreen></iframe>

16. “Hilltop” Coca-Cola Commercial
<iframe width="560" height="315" src=" frameborder="0" allowfullscreen></iframe>

17. Steps For Your Task: Identify your Sub-Department
Fill out the “Proposal Sheet” form carefully
Must be approved when completed
To be turned in with your completed script
Plan your script
You may wish to storyboard (or sketch) your ideas together before writing your final draft
Your final script should match your final video

18. Rubric – Option 1 4 3 2 1 Message
Message is upbeat, to the point, simple, and catchy. The commercial appropriately addresses the sub-departments goals
Message is mostly clear, but there is some confusion. Connection to the sub-department is noticeable
Message is confusing or unclear. Connection to the sub-department is weak
Message is missing or inappropriate for the sub-department
Script
The script is properly formatted in the 2-column script style. Audio and Visual elements are clear. All grammar and punctuation is correct
Script format is mostly correct. 2 columns are evident. May be some errors in grammar or punctuation
Script format is somewhat correct. 2 columns may be evident, but there is some inconsistency. Errors lead to some confusion or misunderstanding.
Script format is incorrect. 2 columns are not evident. Confusion between audio and video elements. Grammar and punctuation errors lead to misunderstanding.
Audience
Audience is clear and appropriately addressed
Audience is mostly clear and appropriately addressed
Audience is somewhat clear and appropriately addressed
Audience is unclear or is not addressed
Technical Quality
Video is polished and well edited. Transitions are smooth, audio quality is excellent. Unique.
Video is somewhat polished. Some transitions may be rough. Audio is mostly good quality.
Video is not well edited or polished. Audio is mostly difficult to hear.
Video is difficult to see. Audio is difficult to hear. Audience has trouble understanding the message
Time
60 seconds
+ or – 3 seconds
+ or – 5 seconds
Significantly off time

19. Rubric – Option 2 4 3 2 1 Message Script Audience Technical Quality
Message is upbeat, to the point, simple, and catchy. The commercial appropriately addresses the sub-departments goals
Message is mostly clear, but there is some confusion. Connection to the sub-department is noticeable
Message is confusing or unclear. Connection to the sub-department is weak
Message is missing or inappropriate for the sub-department
Script
The script is properly formatted in the 2-column script style. Audio and Visual elements are clear. All grammar and punctuation is correct
Script format is mostly correct. 2 columns are evident. May be some errors in grammar or punctuation
Script format is somewhat correct. 2 columns may be evident, but there is some inconsistency. Errors lead to some confusion or misunderstanding.
Script format is incorrect. 2 columns are not evident. Confusion between audio and video elements. Grammar and punctuation errors lead to misunderstanding.
Audience
Audience is clear and appropriately addressed
Audience is mostly clear and appropriately addressed
Audience is somewhat clear and appropriately addressed
Audience is unclear or is not addressed
Technical Quality
Performance is rehearsed; visual is of high quality and adds to performance of commercial. Unique.
Performance is somewhat rehearsed by all members; visual is not distracting, is of good quality
Performance is unrehearsed by most members; little effort put into visual, poor quality
Performance is unrehearsed by all members; little to no effort put into visual. Poor quality is distracting
Time
Script is 60 seconds; performance is in a reasonable timeframe
Script is + or – a few seconds; performance may be over/under
Script is + or – 5 or more seconds; performance is noticeably long/short
Script is significantly off time; performance is long/short

20. Available Online
Sample commercial scripts (including the 2 viewed in class)
A script template to use for your final script
Hypnopaedic quotes from the text’s chapters to use within your commercial (though you must also come up with your own slogan)
Rubrics for both options
Digital copies of all handouts given