Propaganda in Advertisement

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Propaganda in Advertisement

• Looking for P.A.

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Let the Buyer Beware BE AWARE
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What are Propaganda Techniques?

• They are the methods and approaches used to
  spread ideas that further a cause - a political,
  commercial, religious, or civil cause.

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Why are they used?

• To manipulate the readers' or viewers' reason and
  emotions to persuade you to believe in something
  or someone, buy an item, or vote a certain way.

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Card Stacking

• Making something look good and another look bad
• Showing favoritism
• Larger print, attractive pictures

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Who would you vote for President?
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• Bounty

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Prestige Identification

• Endorsed by a well-known personality
• Uses the product
• Pitches it to you.

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Who endorses the following products?

• Jello

• Nike

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Testimonial

• Appeal to authority.
• Had an actual experience
• Can be endorsed by famous or influential people
• Doesnt always state all the information

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Example

• Weight loss program
• Ad features actual people who lost weight with
  the product.
• Doesnt state information regarding how many
  people didn't lose weight
• Doesnt state information regarding if one lost
  the weight by other means (more exercise, more
  vegetables, etc.).

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• Boflex

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Bandwagon

• Everybody is doing it" and you should join.
• Appeals to you to be a part of the "in" crowd
• Message is often loud and repetitious.

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Join the Bandwagon
Join the Bandwagon
Join the Bandwagon

• Pepsi Generation
• Be a Pepper

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• Dr. Pepper

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Emotional Words

• Used to appeal the sensitivity of the consumer
• Appeal to Emotion
• An emotion-laden "sob" story is used as proof for
  a claim.
• It will change your emotions.

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Stayed tuned to these important, life-changing
ads

• Marines The Few, the Proud, the Marines.
• Army Be all that You Can Be.
• Another example
• A politician uses a sad story of a child being
  killed in a drive-by shooting to gain support for
  a year-round school measure.

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• Boeing
• Publix

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Loaded Words

• Words are carefully chosen
• Words that arouse strong feelings are said to
  have connotations or emotional overtones.
  Connotations involve positive or negative
  feelings.

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Example

• For example, the word dwelling is fairly neutral
  (arouses no feelings)
• But the following synonyms for dwelling have
  connotations that make them loaded
• shack (negative)
• palace (positive) home (positive)

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Now see if you can identify the techniques used-
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Bandwagon
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• Every red-blooded American will want one of
  these unique commemorative coins honoring the men
  and women who fought and bled for our glorious
  countrys rights.

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Testimonial/ Prestige ID
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• Yes, I am a world famous Sumo wrestler that
  won fourteen Olympic gold medals. These medals
  mean so much to me, but you know what means even
  more? My bowl of Esned -Flakes every morning.
  Esned-Flakes helped me win these medals. Ask
  your mom to buy Esned -Flakesthe winners cereal.

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Loaded Words
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• Your Dream Home
• This deluxe home is just the thing for the
  discriminating buyers. It has three luxurious
  bedrooms, spacious living and dining rooms, and
  an adorable kitchen. It has stylish décor
  throughout.

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Emotional Words
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• There is a pestilence abroad today, scourge
  of our youth called television. This object robs
  children of their time and is filled with sin,
  violence, and every other unspeakable abomination
  known unto humankind. It should be banned from
  all households.

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Card Stacking
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• My opponent claims to be a caring liberal.The
  truth is he is a lying, un-American enemy of the
  people. I am the one who truly cares about the
  lives of the American Family. Vote for me and
  you will be living the American Dream.

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lthttp//en.wikipedia.org/wiki/Propagandagt
http//www.propagandacritic.com/