Advertisements Propaganda Techniques 1/25/2011. How do you decide what toothpaste to buy? How do you decide who to vote for?

AdvertisementsAdvertisements

Propaganda TechniquesPropaganda Techniques

1/25/20111/25/2011

How do you decide How do you decide what toothpaste to buy?what toothpaste to buy?

How do you decide who to vote How do you decide who to vote for?for?

AdvertisementsAdvertisements Advertisements are paid messages Advertisements are paid messages

intended to attract customers. intended to attract customers. To avoid drawing false conclusions about To avoid drawing false conclusions about

the benefits of a product or service, learn the benefits of a product or service, learn to recognize to recognize propaganda techniquespropaganda techniques and and faulty reasoningfaulty reasoning. .

PropagandaPropaganda is is biased biased information that is information that is one sided or misleading. one sided or misleading.

Propaganda techniquesPropaganda techniques are the are the methods used to get you to believe methods used to get you to believe whatever the advertisers want you to whatever the advertisers want you to believe.believe.

Faulty reasoningFaulty reasoning is an argument that is an argument that does not follow the rules of logic.does not follow the rules of logic.

Propaganda Technique

Explanation Example

Draw a chart like this with a title, 3 columns, and 7 rows:

COMMONLY USED PROPAGANDA TECHNIQUES

Propaganda Propaganda TechniqueTechnique

ExplanationExplanation ExampleExample

1. Broad 1. Broad GeneralizationsGeneralizations/ Glittering / Glittering GeneralitiesGeneralities

Sweeping Sweeping claims and claims and opinions that opinions that cannot be cannot be proven.proven.

““There’s There’s nothing like nothing like it in the it in the world!”world!”

Broad GeneralizationsBroad Generalizations

2. Hidden 2. Hidden MessageMessage

Pictures or Pictures or words that words that convey an convey an idea without idea without stating it stating it directly.directly.

A photo of A photo of an Olympic an Olympic runner, runner, suggesting suggesting you’ll be a you’ll be a winner if winner if you buy a you buy a certain certain brand of brand of sneakers. sneakers.



Hidden MessageHidden Message

http://www.apple.com/getamac/ads/

Hidden MessageHidden Message

Hidden Message Hidden Message (face recognition security)(face recognition security)

3. Loaded 3. Loaded Language/ Language/ Emotional Emotional AppealAppeal

Words that Words that appeal to appeal to our our emotions.emotions.

““It’s a It’s a miracle miracle product!”product!”



Loaded LanguageLoaded Language

Ever feel like you work with a bunch of monkeys? The hero in this spot really does. CareerBuilder can help him find a better job.

Emotional Appeal/ Loaded Language

4. 4. Bandwagon Bandwagon AppealAppeal

Implying Implying that that “everyone “everyone else” uses a else” uses a certain certain product.product.

““Thousands Thousands of allergy of allergy sufferers sufferers use Sneeze-use Sneeze-Freeze.” Freeze.”



Bandwagon AppealBandwagon Appeal

In this animated spot, the hands of a clock become tapping, then running feet. The images of people throughout the day show them only from the waist down. "All legs lead to United Economy Plus, with up to five extra inches of leg room."

5. Faulty 5. Faulty ReasoningReasoning

Using Using unrelated or unrelated or unconnected unconnected details as details as support.support.

More people More people have cats have cats than dogs, than dogs, so cats must so cats must be easier to be easier to take care of. take care of.



Double-Dutch jump roping has never been so mesmerizing in a commercial. Nearly everyone in the playground takes part in the game; they literally "Jump in." --XBOX360

Faulty ReasoningFaulty Reasoning

6.Appeal to 6.Appeal to CelebrityCelebrity

TestimonialTestimonial

Using a Using a celebrity to celebrity to convince convince you that a you that a product is product is worth worth buying. buying.

Proactive Proactive uses uses Jessica Jessica Simpson to Simpson to promote promote their their product. product.



Kate Winslet walks through London as we hear her describe various movie roles. "At 17, I went to prison for murder. By 19, I was penniless and heartbroken... By 29, I was in Never Land." Her real life doesn't need any extra drama, so she uses the American Express card.

Propaganda Technique

Explanation Example

Broad GeneralizationsGlittering Generalities

Sweeping claims that cannot be proved.

“There’s nothing like it in the world!”or the Burger King Kong ad.

Hidden Message Pictures or words that convey an idea without stating it directly.

A photo of an Olympic runner, suggesting you’ll be a winner if you buy a certain brand of sneakers or the Adidas shoe/video game ad.

Loaded LanguageEmotional Appeal

Words that appeal to our emotions. “It’s a miracle product!” or the “monkey business” ad for CareerBuilders.com.

Bandwagon Appeals Implying that “everyone else” uses a certain product.

“Thousands of allergy sufferers use Sneeze-Freeze” or the “Pants” ad for United Economy Plus airlines.

Faulty Reasoning Using unrelated or unconnected details as support.

More people have cats than dogs, so cats must be easier to take care of or the double Dutch jump rope ad for XBOX 360.

Appeal to a CelebrityTestimonial

Using a celebrity to convince. Proactive uses Jessica Simpson to promote their product or the Kate Winslet American Express ad..

COMMONLY USED PROPAGANDA TECHNIQUES

7. Name 7. Name CallingCalling

Attaching a Attaching a negative label negative label to a person or to a person or a thing. trying a thing. trying to avoid to avoid supporting supporting their own their own opinion with opinion with facts. facts. (Tearing (Tearing your opponent your opponent down)down)



Which techniques are used Which techniques are used here? here?

The Government Regulates Advertisements, but you still need to be a savvy consumer.

People who use propaganda:People who use propaganda:

•The military

•The Media

•Advertisers

•Politicians

•You and I

Turn your desks into a group of 4. Turn your desks into a group of 4. Supplies needed for group:Supplies needed for group:

1 paper per person1 paper per person ScissorsScissors Magazine or 2Magazine or 2 GlueGlue

Assignment: Assignment: Put your name on the back of your paperPut your name on the back of your paper Find 4 advertisements and cut them outFind 4 advertisements and cut them out Glue the advertisements onto your paperGlue the advertisements onto your paper Label each advertisement with a Label each advertisement with a propaganda propaganda

techniquetechnique Make sure you have at least 2 different Make sure you have at least 2 different

techniques illustrated. techniques illustrated. Must be complete before you leave today. Must be complete before you leave today.

Created by:Created by:

Mrs. Parkkonen and Mrs. FaulkMrs. Parkkonen and Mrs. Faulk For use with 6th grade language arts For use with 6th grade language arts

classes at Greer Middle Schoolclasses at Greer Middle School Spring 2011Spring 2011

**All advertisement samples in this presentation were obtained from www.adweek.com

**Informational Chart was taken from Prentice Hall’s 2006 seventh grade literature textbook.

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Advertisements Propaganda Techniques 1/25/2011. How do you decide what toothpaste to buy? How do you decide who to vote for?