1. Propaganda

2. Definition Use of arguments to convince someone of something  Used by advertisers to get consumers to buy  Used by politicians to get people to vote  Used by groups to convince us that their point-of-view is right You use it on:  Parents  Teachers  Friends  Self

3. Problems with propaganda Can be used to deceive ourselves Clouds reality Gets in way of clear an honest thinking Can be used to manipulate instead of convince FALLACY: error in reasoning

4. Fakery Tries to convince consumer that product is good without describing any real merits of the product  Association  Placing a product with something that people like or believe in  Bottle of perfume with Rolls Royce  The Rock (of Gibraltar)  “… said so!”

5.  Fancy Words  The words used have prestige (EUPHEMISMS)  Ingredients that have unpronounceable names  Testimonials by stars (Michael Jordan wears Nikes & Hanes  Astronauts endorse drinks…etc. etc

6. Feelings  Use emotional words for control (GLITTERING GENERALITIES)  Describe car as low, sleek, powerful  Or as a gas guzzler with a cramped interior…

7. Misery  Used most effectively by charities  Appeals to human sympathy  Cute animals, starving children  “I have to pass or my dad will kill me!”

8. Attitude  Salesman/politician tells you exactly what you want to hear  Can make same car out to be powerful or economical… can it be both?  If everything about this sounds pleasing, you may be blinded!  Check out defects as well as virtues!

9. Popular Appeal  Average everyday woman discovers THIS brand works best  Supposed to identify with this person (Everyman)  BANDWAGON: support an idea or product because millions of others do  “all the other kids are going…”

10. Sex Appeal If you use this product, you’ll become more sexy/attractive to the opposite sex

11. Transfer With the use of this product, you’ll become:  Wealthy  Popular  Sexy OR WITHOUT the use of this product, you’ll become:  Poor  Desperate  Ugly

12. Analyze Ad 1) What is being sold? 2) Who is the intended audience? 3) What is the audience’s age group? 4) What propaganda is being utilized?  How can you tell?