2. Mrs. Wilson Language Arts

3. Propaganda *Techniques used to influence opinions, emotions, attitudes or behavior. *It appeals to the emotions not the intellect. *The purpose is to benefit the sponsor. *It is typically not negative or positive. *The purpose is to persuade.

4. Characteristics of Propaganda in Advertising to claim “superiority” in order to sell product and win over the consumer. to claim “superiority” in order to sell product and win over the consumer. Weasel Words – these words or modifiers look important, but are meaningless. They do, in fact, make a person believe in something or want to do something. Weasel Words – these words or modifiers look important, but are meaningless. They do, in fact, make a person believe in something or want to do something. Examples: tackles, comforts, refreshes, fights, helps, virtually, etc.

5. Where do we see propaganda? Newspapers and books Newspapers and books Magazines Magazines Internet Internet Clothing Clothing Billboards Billboards Bumper stickers Bumper stickers TV TV Radio Radio Signs Signs Products Products Cartoons (political) Cartoons (political)

6. Recognizing Propaganda Techniques *There are many… Bandwagon Bandwagon Testimonial Testimonial Emotional Appeal Emotional Appeal Snob Appeal Snob Appeal Humor Humor Card-Stacking Card-Stacking Name-calling Name-calling Plain Folks Plain Folks Patriotism Patriotism Evidence Claims Evidence Claims Glittering Generalization Glittering Generalization Loaded Words Loaded Words Slogan/Catch Phrase Slogan/Catch Phrase Security Security Individuality or Anti- Bandwagon Individuality or Anti- Bandwagon Statistics Statistics

7. More Propaganda… Transfer Transfer Product Comparison Product Comparison Rewards Rewards Big Lie Big Lie Scapegoat Scapegoat

8. Here are the SEVEN all 7 th graders need to know: Bandwagon Bandwagon Testimonial Testimonial Glittering Generalities Glittering Generalities Transfer Transfer Plain Folks Plain Folks Name Calling Name Calling Card Stacking Card Stacking

9. Bandwagon  A persuasive technique that invites you to join the crowd.  “Oh come on…Everybody’s doing it!”  Often uses weasel words to “TRICK” people in joining.

10. Bandwagon Example It makes you think you need to have this product in order to fit in. All of “AMERICA” eats these…why don’t you?

11. More Examples… “Drink Coca-Cola and you’ll fit in” Over 99 billion people have eaten at McDonald’s… don’t be left out.

12. Bandwagon http://www.youtube.com/watch?v=MEnJiOrWiUg

13. Testimonial  A statement endorsing an idea/product by a prominent person.  Product can be inside or outside particular sports field/arena  For example using musical artists, sports giants, and/or actors/actresses, etc. “If they endorse it and you like that person, well then you may want that product too!” Brittney Spears and Diet Pepsi

14. More Testimonial Examples Jared lost hundreds of lbs @ Subway Usher uses Mastercard. Tiger Woods wears Nike Justin Bieber uses ProActive

15. Last Two Examples: Testimonial Larry the Cable Guy lost 50 lbs. with the Nutrisystem diet plan. Larry said, “With NutriSystem, losing weight is pretty much a no-brainer (and that comes in handy in my family).” Larry the Cable Guy lost 50 lbs. with the Nutrisystem diet plan. Larry said, “With NutriSystem, losing weight is pretty much a no-brainer (and that comes in handy in my family).” http://www.youtube.com/watch?v=Od3Y8_A1q pk&feature=relmfu

16. Glittering Generalities or Emotional Appeal *To persuade to people’s emotions… * It’s the act of referring to words or ideas that mostly create a positive emotional response from an audience or sometimes it may tug at your inner emotions…and make you sad. ***Think of the commercials on the radio or TV for Homeless people, Third World Countries, Animal Shelters, Hurricane survivors, First Aid, Literacy, St. Jude’s Hospital, etc. *Mrs. Wilson is a “sucker” for glittering generalities.

17. Girls~ does this ad. make you want to buy the perfume? It’s an appeal to persuade you to buy this, wear it, and you too will have romance.

18. Guys~ Does this ad. make you want to buy this cologne? **It’s an appeal, if you buy this cologne, girls will think you look like this.

19. Glittering Generalities Writers and advertisers use many techniques to convince you to agree with them or buy their product. An emotional appeal tries to make the reader connect the writer’s message with an important feeling.

20. Glittering Generality or Loaded Words… This billboard advertisement uses the word “irresistible” to appeal to our emotions. The visual is also very appealing.

21. A Glittering Generality Example…

22. More G.G. Examples http://www.youtube.com/watch?v=9j -OTnPTceY&feature=relmfu

23. TransferTransfer The act of relating something or someone we like or respect with a product. Symbols and feelings are constantly used in this form of propaganda. The act of relating something or someone we like or respect with a product. Symbols and feelings are constantly used in this form of propaganda. Common Symbols The flag represents the nation. The flag represents the nation. Uncle Sam represents a consensus of public opinion. Uncle Sam represents a consensus of public opinion. A cross represents Christianity. A cross represents Christianity. The swoosh= Nike. The swoosh= Nike.

24. Transfer Example

25. More Examples… http://www.youtube.com/watch?v=fCayrGzv75Y&feature=relatedwww.youtube.com/watch?v=fCayrGzv75Y&feature=related

26. Plain Folks  The use of everyday people to sell a product or service. Speakers and ads appear to make the person to be “one of the people.”  Use images to make people think they are just like “us”  Identifies product/idea with a locality or country  Practical product for ordinary people. Like a good neighbor …

27. Plain Folk Examples continued… Sherrod Brown’s Candidacy Commercial http://www.youtube.com/ watch?v=gJVaCrpMog8 http://www.youtube.com/watch?v=Kpu2nnjGYYU&feature=relmfu

28. Name Calling  Name calling is the use of names that evoke fear or hatred in the viewer or listener. The name- calling technique links a person, or idea, to a negative symbol.

29. Name Calling Candidates for the 2008 Presidential election used name calling in their ads, as in past elections. Barack Obama says that John McCain has “same old politics, same failed policies”. Obama implies that McCain is not the best choice and he doesn’t have the best solutions to America’s problems. Candidates for the 2008 Presidential election used name calling in their ads, as in past elections. Barack Obama says that John McCain has “same old politics, same failed policies”. Obama implies that McCain is not the best choice and he doesn’t have the best solutions to America’s problems.-

30. Name Calling Examples continued http://www.youtube.com/watch?v=Y6LByYKIpyE

31. Card Stacking  The strategy of showing the product’s best features, telling half- truths, and omitting or lying about its potential problems.

32. Card Stacking continued http://www.youtube.com/watch?v=CMhH0ruPiVM weight loss success - fails to mention more people gained than lost on the diet pill

33. Repetition--- the more you see or hear The more you will remember.

34. Snob Appeal  Aims to flatter-Persuades the desire to want the status or wealth in order to feel superior or better than others. The Ultimate driving machine

35. PatriotismPatriotismPatriotismPatriotism  Persuades the love of your country… Purchase this item or do this activity and you will display love for your country. Purchase this item or do this activity and you will display love for your country.  Person will financially help the country. … built American tough

36. Evidence Claims  Facts and Figures – statistics to prove superiority.  Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective.  Hidden Fears – suggests that user is safe from some danger.

37. Slogan/ Repetition  A catchword or phrase loaded with emotion Often sells through repetition because it’s clever, easy to remember, and you can’t miss it  Stays with you a long time  Often a melody you already know or a sight you can’t forget “Five…Five Dollar…Five Dollar Foot long…”

38. Slogan/ Repetition continued…

39. Engaging Techniques:  Wit and Humor – diverts audience and gives a reason to laugh often through the use of clever visuals and/or language.  Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc.)