propaganda. definition use of arguments to convince someone of something used by advertisers to get...
TRANSCRIPT
Propaganda
Definition
Use of arguments to convince someone of something Used by advertisers to get consumers to buy Used by politicians to get people to vote Used by groups to convince us that their point-of-view
is right
You use it on: Parents Teachers Friends Self
Problems with propaganda
Can be used to deceive ourselvesClouds realityGets in way of clear an honest thinkingCan be used to manipulate instead of
convinceFALLACY: error in reasoning
Fakery
Tries to convince consumer that product is good without describing any real merits of the product Association
Placing a product with something that people like or believe in
Bottle of perfume with Rolls Royce The Rock (of Gibraltar) “… said so!”
Fancy Words The words used have prestige (EUPHEMISMS) Ingredients that have unpronounceable names Testimonials by stars (Michael Jordan wears Nikes &
Hanes Astronauts endorse drinks…etc.
etc
Feelings Use emotional words for control (GLITTERING
GENERALITIES) Describe car as low, sleek, powerful Or as a gas guzzler with a cramped interior…
Misery Used most effectively by charities Appeals to human sympathy Cute animals, starving children “I have to pass or my dad will kill me!”
Attitude Salesman/politician tells you exactly what you want to
hear Can make same car out to be powerful or
economical… can it be both? If everything about this sounds pleasing, you may be
blinded! Check out defects as well as virtues!
Popular Appeal Average everyday woman discovers THIS brand works
best Supposed to identify with this person (Everyman) BANDWAGON: support an idea or product because
millions of others do “all the other kids are going…”
Sex Appeal
If you use this product, you’ll become more sexy/attractive to the opposite sex
Transfer
With the use of this product, you’ll become: Wealthy Popular Sexy
ORWITHOUT the use of this product, you’ll
become: Poor Desperate Ugly
Analyze Ad
1) What is being sold?2) Who is the intended audience?3) What is the audience’s age group?4) What propaganda is being utilized?
How can you tell?