Slide 2 I Can: Identify the targeted audience for a selected
passage. Identify examples of persuasive devices (i.e., bandwagon,
loaded words, testimonial, name- calling, plain folks, snob
appeal). Identify instances of bias and stereotyping in print and
non-print texts. Slide 3 Propaganda Techniques What you should
know! Slide 4 How do you decide who is the best candidate
Clipart-Microsoft Office XP 2002 Slide 5 or which is the best
toothpaste ? Clipart-Microsoft Office XP 2002 Slide 6 Looking for
facts to back up your choice is an excellent idea, but find out who
is presenting those facts. Clipart-Microsoft Office XP 2002 Slide 7
Are they facts at all, or is the advertiser using propaganda
techniques to persuade you? Clipart-Microsoft Office XP 2002 Slide
8 What are Propaganda techniques? Propaganda is designed to
persuade. Its purpose is to influence your opinions, emotions,
attitudes, or behavior. (It appeals to the emotions not the
intellect.) Slide 9 It can be negative or positive. The purpose is
to benefit the sponsor. It seeks to guide your choice. Slide 10
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. Makes audience
believe in something or want to do something. Slide 11 Who uses
Propaganda? Military Media Advertisers Politicians You and I Slide
12 What are some of the techniques used to persuade us? Bandwagon
Name-calling Testimonial Glittering Generality Plain-folks appeal
Emotional words (Loaded Language) Faulty Reasoning Fear Snob Appeal
Slide 13 Transfer Slogan Wit and Humor Rewards Big Lie Scapegoat
Patriotism Slide 14 Advertisers know how to target their audiences
use appropriate persuasive technique Slide 15 Slide 16 Audience?
Slide 17 Slide 18 Bandwagon Everybody is doing this. It aims at
persuading the people to do a certain thing because many other
people are doing it. If you want to fit in, you need to jump on the
bandwagon and do it too. The implication is that you must JOIN in
to FIT in. Clipart-Microsoft Office XP 2002 Slide 19 Bandwagon
Gives impression that you will be left out if you dont do what you
are being persuaded Example: See why so many women have switched
(Shampoo advertisement) Often uses weasel words Slide 20 For
example: If the whole world uses this VISA card, you must need one
too. Bank of the World Visa Card- You can use it from Tennessee to
Timbuktu- anywhere you travel in whole wide world !! Sign up today
at www.bowvisa.comwww.bowvisa.com Clipart-Microsoft Office XP 2002
Slide 21 Everyone in Auburn is supporting Bob Riley. Shouldnt you
be part of the winning team? Slide 22 An example can be a soft
drink advertisement wherein a large group of people is shown
drinking the same soft drink. People feel induced to opt for that
soft drink as it is shown to be consumed by many. Slide 23 Now its
your turn: Write two examples of Bandwagon technique. Pass your
paper to the person in front of you. Read the examples and
determine if they are Bandwagon technique examples. Slide 24
Name-calling A negative word or feeling is attached to an idea,
product, or person. If that word or feeling goes along with that
person or idea, the implication is that we shouldnt be interested
in it. Slide 25 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 Slide 26 Name - Calling In a campaign speech to a
logging company, the Congressman referred to his environmentally
conscious opponent as a "tree hugger." Slide 27 For example: Do we
want a mayor who will leave us in debt? Spending grew 100% under
Mayor Moneybags! Clipart-Microsoft Office XP 2002 Slide 28 Now its
your turn: Write two examples of Name-Calling technique. Pass your
paper to the person behind you. Read the examples and determine if
they are Name-Calling technique examples. Slide 29 Testimonial A
famous person endorses an idea, a product, a candidate. If someone
famous uses this product, believes this idea, or supports this
candidate, so should we. Slide 30 Testimonial Statement endorsing
an idea/product by a prominent person. Product can be inside or
outside particular field. Musical artists, Sports giants,
Actors/actresses Slide 31 For example: If we drink milk we will all
be as famous as Molly the model. Molly the Model asks, Got Milk?
Clipart-Microsoft Office XP 2002 Slide 32 Now its your turn: Write
two examples of Testimonial technique. Pass your paper to the
person in front of you. Read the examples and determine if they are
Testimonial technique examples. Slide 33 Glittering Generality A
commonly admired virtue is used to inspire positive feelings for a
person, idea, or product. Words like truth, democracy, beauty,
timeless are examples of those general terms. Slide 34 Glittering
Generalization Weasel words used. Statement jumps from a few cases
to all. Glittering because its falsely attractive Often used by
politicians Uses a positive connotation to encourage audiences to
accept the product or person without examining the evidence. Slide
35 Glittering Generalization Have it your way! This slogan implies
choice which is a founding principle of democracy. Slide 36 For
example: If you want to be brighter, youll support Bill Brite. Look
on the bright side! Vote for Bill Brite ! Clipart-Microsoft Office
XP 2002 Slide 37 Now its your turn: Write two examples of
Glittering Generalization. Pass your paper to the person behind
you. Read the examples and determine if they are Glittering
Generalization technique examples. Slide 38 Plain-folks appeal This
idea, product, or person is associated with normal, everyday people
and activities. Slide 39 Plain Folks Identifies product/idea with a
locality or country Practical product for ordinary people. Like a
good neighbor Slide 40 For Example: We want a Jim Smith, a mayor
who supports the regular American worker. Vote for Smith
Clipart-Microsoft Office XP 2002 Slide 41 Now its your turn: Write
two examples of Plain Folks technique. Pass your paper to the
person behind you. Read the examples and determine if they are
Plain Folks technique examples. Slide 42 Transfer Symbols, quotes,
or images of famous people are used to convey a message. The
message may not necessarily be associated with them. Using the
names or pictures of famous people, but not direct quotations Slide
43 Transfer Using the product will make you look or feel like the
people in the ad Slide 44 Transfer Love/ Popularity Fame Wealth
Power Slide 45 Transfer This technique relies heavily on symbolism.
*Love/ Popularity *Fame *Wealth *Power During the Kerry vs. Bush
campaign an e-mail through the internet showed similar physical
characteristics between John Kerry and Frankenstein. Slide 46 For
example: Joe uses symbols of America to tie his restaurant to
American values for Independence Day. Celebrate the American Way
this 4 th of July- Eat at Joes Joes Barbeque Clipart-Microsoft
Office XP 2002 Slide 47 Now its your turn: Write two examples of
Transfer technique. Pass your paper to the person in front of you.
Read the examples and determine if they are Transfer technique
examples. Slide 48 Emotional words (Loaded Language) Words that
leave us with positive feelings are used to describe a product,
person, or idea. We associate those words and, therefore, those
positive feelings with the product. A person is made to have strong
feelings about a situation or product Slide 49 Emotional Words
(Loaded Language) Words that will make you feel strongly about
someone or something (fear, desire for success, excitement, being
part of a group) If you want to be cool, wear this jacket Slide 50
Emotional Words (Loaded Language) Slide 51 For example: What
feelings are inspired by the words true love? If you wear this
cologne will someone fall in love with you? True Love
Clipart-Microsoft Office XP 2002 Slide 52 Now its your turn: Write
two examples of Loaded Language. Pass your paper to the person
behind you. Read the examples and determine if they are Loaded
Language technique examples. Slide 53 Faulty Reasoning Factual
supporting details are used though they do not support the
conclusion. It works like this: Christians believe in God. Muslims
believe in God. Christians are Muslims. Slide 54 For example: Does
this mean that teachers need medication to keep their cool during
the school day ? More teachers recommend Calm- me to help them make
it through the day Clipart-Microsoft Office XP 2002 Slide 55 Now
its your turn: Write two examples of Faulty Reasoning. Pass your
paper to the person behind you. Read the examples and determine if
they are Faulty reasoning examples. Slide 56 Fear Our fears are
displayed. Ideas, candidates, or products are shown to put our
fears to rest. Slide 57 For example: If you use Safety Ware it will
keep people from stealing your identity-or will it? Guard against
Identity theft Use Safety Ware www.safetyware.com Clipart-Microsoft
Office XP 2002 Slide 58 Now its your turn: Write two examples of
Fear. Pass your paper to the person behind you. Read the examples
and determine if they are Fear technique examples. Slide 59 Snob
Appeal Snob appeal is reverse of plain folks. It indicates that
buying a certain product will make you stand out from the rest, as
the masses wont afford to buy it. Slide 60 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. Slide 61 Example The Ultimate driving machine
Slide 62 Examples: Dog food is served in a crystal goblet. A credit
card company offers gold and platinum cards rather than the
original yellow, blue and red. The family passes the word that He
went to Jared. Slide 63 Now its your turn: Write two examples of
Snob Appeal. Pass your paper to the person behind you. Read the
examples and determine if they are Snob Appeal technique examples.
Slide 64 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 Sleepys For the
rest Of your life Slide 65 Slogan: Can you hear me now? Slide 66
Relevant facts Advertisers spend about $200 billion a year on TV
advertising The average cost for Super Bowl ads is $2.6 million per
30 second spot The average American watches about 24,000 TV
commercials a year http://television-commercial.net/ Slide 67
Making Connections What is your favorite jingle? What slogan for a
product do you find yourself saying? What TV commercial has
influenced you to make a purchase? Since Taylor Swift and Lady GaGa
shop at Kroger, does that mean we should too? Slide 68 Reflection
Persuasion is all around you In addition to TV commercials, where
else do you see persuasion all around you? Is that persuasion
influencing you or your family in any way? Explain. Slide 69 How do
we make sure that we are making informed choices, instead of
allowing others to sway us in our decision-making?
Clipart-Microsoft Office XP 2002 Slide 70 We make our own choices
when we read and listen to reliable sources, we watch for
combinations of truths and lies, we check for hidden messages, we
watch for use of propaganda techniques, Slide 71 and, most
importantly, www.scottish.parliament.uk/ educationservice WHEN WE
LISTEN TO OUR OWN VOICES ! Slide 72 Slide 73 Audience? Purpose?
Persuasive technique? 1) Slide 74 Audience? Purpose? Persuasive
technique? 2) Slide 75 Audience? Purpose? 3) Slide 76 Audience?
Purpose? 4) Slide 77 Audience? Persuasive technique? Purpose? 5)
Slide 78 Audience? Persuasive technique? 6) Slide 79 Get out one
sheet of paper and copy the following chart. Slide 80 AD #WHO
published this ad? WHAT is it about? WHERE did you find it? HOW did
the advertiser use propaganda techniques to persuade? 1 2 3 4 5
Whose Voice Did You Hear?
