Propaganda : Propaganda Techniques used to influence opinions, emotions, attitudes or behavior.
The purpose is to benefit the sponsor.
It appeals to the emotions not the intellect.
It is not negative or positive.
The purpose is to persuade. Characteristics of Propaganda : 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.
Weasel Words: tackles, comforts, refreshes, fights, helps, virtually…
Makes audience believe in something or want to do something. Recognizing Propaganda Techniques : Recognizing Propaganda Techniques Bandwagon
Glittering Generalization More Propaganda… : More Propaganda… Transfer
Wit and Humor
Scapegoat Bandwagon : Bandwagon persuasive technique that invites you to join the crowd.
Everybody’s doing it!
Often uses weasel words Testimonial : Testimonial Statement endorsing an idea/product by a prominent person.
Product can be inside or outside particular field.
Actors/actresses Snob Appeal : 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. The Ultimate driving machine Plain Folks : Plain Folks Opposite of Snob Appeal
Identifies product/idea with a locality or country
Practical product for ordinary people. Like a good neighbor… Patriotism : Patriotism Purchase will display love of country.
Person will financially help the country. …built American tough Evidence Claims : 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. Glittering Generalization : Glittering Generalization Weasel words used.
Statement jumps from a few cases to all.
“Glittering” because it’s falsely attractive
Often used by politicians TransferPositive feelings/desires are connected to a product/userTransfers positive feelings we have of something we know to something we don’t. : TransferPositive feelings/desires are connected to a product/userTransfers positive feelings we have of something we know to something we don’t. Sex Appeal
Power Slogan : Slogan 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” Engaging Techniques: : 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.) Name - Calling : 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 Big Lie : Big Lie An outrageous falsehood
Captures attention because it’s so outrageous
Somehow staggers audience into believing it Scapegoat : Scapegoat A person carrying the blame for others
Retreats to prejudice rather than reason
Mostly used in the political arena
Wins audience through association or sympathy Buyer Beware : Buyer Beware Be a conscientious consumer
Know what devices are trying to influence you
Make an informed decision Sources : Sources http://images.google.com
www.amerimark.com/cgi-bin/ amerimark/cate_id/a... Sources continued: : Sources continued: www.autointell.net/.../ ford-ranger01.
http://images.google.com Assignment: Product : Assignment: Product Name
3 Propaganda Techniques
6 slide minimum