Propaganda TechniquesJanuary 4, 2013

I can analyze ads in order to determine persuasive techniques.

I can identify propaganda techniques in order to create an ad.

Bell RingerWhich of the persuasive techniques (ethos,

pathos, or logos) do you find most persuasive? Why? What is its strength versus the other two?

KWLList what you know about:

Advertising target audiencepropaganda techniquesinfluence of advertising on consumer

List what you want to know :Advertisingtarget audiencepropaganda techniquesinfluence of advertising on consumer

Essential QuestionsWhat is a target audience?

What are some of the propaganda techniques found in advertising?

How does advertising influence me?

Where do we find advertising?MagazinesNewspapersTVRadioBillboardsPop Ups on the computerClothingOther?

Advertising FactsThe average number of 30 second ads that a

child is exposed to in a year is around 20,000The average cost for Super Bowl ads was

$2.5-2.9 million per 30 second spot in 2010The ABC network is reported asking for $1.7

million for a 30 second ad airing during the Oscar’s

Target AudienceA target audience is a specific group of

people in which an advertisement is aimed.

Characteristics of a target audience:AgeGenderRegion in which one livesOccupationInterest

Who is the target audience?

The Green Hornet

Who is the target audience?

PropagandaPropaganda is spreading ideas and

information.Propaganda uses persuasion as a technique

to get the consumer to:Think the way the advertiser (company) thinks

about the product or situationBuy a certain productTo believe something, or act in a certain way

Techniques we will discussBandwagonExpert opinionTestimonial Misleading ClaimsEmotional Appeal (Transfer)RepetitionRhetorical Question

BandwagonPersuades you to do something by letting you

know others are doing it too.“Everyone is doing it/buying it”

Expert OpinionExperts recommend the product, so you

should buy it.

Dermatologist Recommended

4 out of 5 doctors recommend this for dandruff

TestimonialUses quotes, endorsements or images from

people in order to connect them with a product.Can connect celebrity to a productThey are NOT experts in the field

Misleading ClaimsMay use certain words to make you think the

product is great, superior, etc.

Includes a disclaimer stating “Simulated Imagery.”

Wrinkle CreamIllustrating before and after

Reduces wrinkles by 57%

Emotional Appeal (Transfer)A person will have strong feelings about a

situation or product.Ads create emotional connection that

draws you into the ad and makes you feel a certain way. It will make you want to transfer the feelings created in the ad to a situation or product.

What feelings do you experience when you see these ads?

RepetitionRepeating the name of the product, logo, or

symbol several times throughout the advertisement.

Rhetorical QuestionStatement posed as a question.Made to make you think about the product as

the answer .

Questions to ask to help you analyze an advertisement.What is happening in the ad?What is the ad selling?What are the people in the ad doing?What do the facial expressions suggest?Answer these Questions about your ad:Who is the target audience?What propaganda technique is being

used?

CreateCreate an illustration of an advertisement

for:iPod nano

Your target audience is:Males and FemalesPre-teen to young adults

Use the technique that is given!

Be sure to write the technique on your paper!

Review Essential QuestionsWhat is a target audience?

What are some of the propaganda techniques found in advertising?

How does advertising influence me?

List what you learned about:Advertisingtarget audiencepropaganda techniquesinfluence of advertising

Completion of KWL