PROPAGANDA

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PROPAGANDA

• How writers and advertisers use your feelings and
  emotions to persuade you to agree with them.
• SPI 0601.5.4 Identify examples of persuasive
  devices (i.e., bandwagon, loaded terms,
  testimonial, name-calling). 

2
Where do we see propaganda?

• Newspapers and books
• Magazines
• Internet
• Clothing
• Billboards
• Bumper stickers
• TV
• Radio
• Signs
• Products
• Cartoons (political)

3
Propaganda techniques inadvertising

• 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 writers message with an important
  feeling.

4
Propaganda techniques

• Loaded Words
• Bandwagon
• Testimonial
• Name Calling

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Loaded WORDS

• The loaded language
• technique uses words
• that cause a strong
• feeling.
• Once the reader is
• feeling strongly, he or
• she may be more likely
• to agree with the writer.
• What are some examples
• of loaded words?

• This technique often uses interesting and
  eye-catching visuals, as well.

6
Loaded Words

• Whitening Expressions Refreshing Vanilla MintGet
  a cool and inviting brushing experience with
  Crest Whitening Expressions Refreshing Vanilla
  Mint.

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Loaded WORDS

• This billboard advertisement uses the word
  irresistible to appeal to our emotions.
• The visual is also very appealing.

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Bandwagon
The bandwagon technique appeals to the readers
need to belong. It tries to get you to do what
everyone is doing. It makes you think you need
to have this product in order to fit in.
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bANDWAGON

• Millions of people have discovered Proactiv
  Solution...from people like you to celebrities
  like Vanessa Williams, Jessica Simpson and Elle
  Macpherson... they all say Proactiv Solution
  helped banish their breakouts and get them on the
  path to clear, beautiful, star-quality skin.

10
Testimonial

• This technique uses the words of someone who has
  actually used the product.
• Often, the testimonial comes from a celebrity
  if they use it and look good, why shouldnt you!
• The normal, average persons opinion is also used
  to appeal to us.

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TESTIMONIAL

• "...the great thing about Proactiv is that
  it's a fantastic skin treatment, whether you have
  acne or not. It's gentle, it's effective, it's a
  sort of exfoliant, which I really like - my skin
  has a better texture about it and it's easy to
  use."

Elle MacPherson
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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).

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Testimonial

• "The SUBWAY chain helped save my life over and
  over. I can't ever repay that."

14
Name Calling

• This technique uses words that are negative to
  describe an enemy or competitor.
• It compares one organization or idea to another,
  showing how one is superior.
• It is often used in politics and during wartime.

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NAME CALLING

• Mac OS X Leopard
• No other operating system Vista included
  offers the innovation and simplicity of Mac OS X.
  With Mac OS X Leopard, the Mac leaps even further
  ahead with new features that let you do more with
  less effort.

There are many ads in which the Apple company
shows how their products are better than PCs.
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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 doesnt have the best solutions to
  Americas problems.
• -from www.livingroomcandidate.com Low Road
  video ad

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Discussion Questions

• What are advertisers true reasons for persuading
  you?
• Are they trying to truly help you or are they
  just wanting to sell a product and make money?
• Should you try something or do something just
  because it is popular?

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Conclusion

• Propaganda techniques can be extremely effective
  in persuading the reader to act on a feeling.
• As readers of propaganda techniques in
  advertising, we must learn to recognize emotional
  appeals.
• If we focus on the facts instead of the feelings,
  we will make a better decision about the writers
  opinion.

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In Review

• Propaganda is how writers and advertisers use
  your feelings and emotions to get you to agree
  with them.
• The 4 most common techniques are loaded words,
  bandwagon, testimonial, and name calling.
• Advertisers use these techniques to influence us,
  appeal to our emotions, persuade us to buy their
  products, try to make us act on our emotions, get
  us to do what everyone else is doing, etc.
• We need to rely on facts and research the
  products before buying them and not rely ONLY on
  our emotions.

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Examples

• http//www.spike.com/superbowl (ads must be
  reviewed before using)
• http//www.msnbc.msn.com/id/16691199/ (ads must
  be reviewed before using)
• http//www.georgeforemancooking.com/
  (endorsement, testimonial)
• http//www.proactiv.com/celebrity.php?pactvidcb90
  b7cfc80f070d2b4eb6880bcb6055 (testimonial)
• http//www.abovetheinfluence.com/the-ads/default.a
  spx (bandwagon ads must be reviewed before
  using these TV ads focus on peer pressure and
  drugs rising above the influence for
  adolescents)
• http//www.apple.com/getamac/ads/ (name calling)
• http//www.livingroomcandidate.org/ (name
  calling) ads for presidential elections must be
  reviewed

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• Any
• questions?