PROPAGANDA/PROPAGANDA/PERSUASIVE TECHNIQUESPERSUASIVE TECHNIQUES

Techniques used to influence Techniques used to influence opinions, emotions, attitudes or opinions, emotions, attitudes or behavior.behavior.

It appeals to the emotions not the It appeals to the emotions not the intellect.intellect.

The purpose is to persuade.The purpose is to persuade.

Characteristics of Characteristics of PropagandaPropaganda

In advertising the purpose is In advertising the purpose is to claim “superiority” in order to claim “superiority” in order to sell product.to sell product.

Makes audience believe in Makes audience believe in something or want to do something or want to do something.something.

Seven Propaganda Seven Propaganda TechniquesTechniques

BandwagonBandwagon TestimonialTestimonial Snob Appeal Snob Appeal Glittering Glittering

GeneralitiesGeneralities OvergeneralizatioOvergeneralizatio

nn Name CallingName Calling StereotypeStereotype

BandwagonBandwagon PPersuasive technique that invites you to ersuasive technique that invites you to join the join the

crowd.crowd. ““Everybody’s doing it!”Everybody’s doing it!” Makes us Makes us notnot want to feel want to feel left out.left out. Don’t be the last kid in your class to get the word! Don’t be the last kid in your class to get the word!

Everyone loves the great flavor of new BubbleManiacs Everyone loves the great flavor of new BubbleManiacs Gum!Gum!

TestimonialTestimonial Statement endorsing Statement endorsing

an idea/product by a an idea/product by a prominent person or aprominent person or a

satisfied customer.satisfied customer. Endorsed by someone Endorsed by someone the consumer trusts.the consumer trusts. Product can be inside Product can be inside

or outside particular or outside particular field.field.

Musicians, sports giants,Musicians, sports giants,actors/actressesactors/actresses Queen Latifah for Cover Girl

Snob AppealSnob Appeal Aims to flatter. Stand out from the crowd.Aims to flatter. Stand out from the crowd. Implies that this product/idea is Implies that this product/idea is betterbetter than than

others…Thus, others…Thus, those that use it are better too…those that use it are better too…smarter, more attractive, more fit.smarter, more attractive, more fit.

““Avant Garde,” ahead of the times.Avant Garde,” ahead of the times.

The Ultimate driving machine

OvergeneralizationsOvergeneralizations Statement Statement

jumps from a jumps from a few cases to all.few cases to all.

Uses all or Uses all or nothing words nothing words like every, like every, always, and always, and never.never.

Used by Used by politicians.politicians.

“All children today know nothing about history and geography. They’re too busy playing video games or texting to learn anything.”

Name CallingName Calling Intent is to damage Intent is to damage

opponent/product and opponent/product and create an uneasy feeling.create an uneasy feeling.

It also arouses suspicionIt also arouses suspicion

of opponent/product.of opponent/product. Used by politicians and Used by politicians and

product companies.product companies. Often, name calling is Often, name calling is

employed using sarcasm employed using sarcasm and ridicule, and shows and ridicule, and shows up often in political up often in political cartoons or writings. cartoons or writings.

Glittering GeneralitiesGlittering Generalities Words or phrases which have Words or phrases which have strong emotional overtonesstrong emotional overtones or or

connotations and which evoke strongly positive (or negative) connotations and which evoke strongly positive (or negative) reactions far beyond the specific meaning of the word.reactions far beyond the specific meaning of the word.

You slowly murder your children when you You slowly murder your children when you feed them fast food!feed them fast food!

Glittering Generalities Glittering Generalities

Leave all of your troubles behind! Loose Leave all of your troubles behind! Loose yourself in paradise! Shine like the sun in yourself in paradise! Shine like the sun in Cancun!Cancun!

STEREOTYPESTEREOTYPE

Presents a narrow, fixed idea about all the Presents a narrow, fixed idea about all the members of a certain group. members of a certain group.

““No politician can be trusted!”No politician can be trusted!”

Other Engaging TechniquesOther Engaging Techniques::

Wit and Humor – Wit and Humor – diverts diverts audience and gives a reason to audience and gives a reason to laugh often through the use of laugh often through the use of clever visuals and/or language.clever visuals and/or language.

Fear – Fear – Frightening the Frightening the consumer into buying a consumer into buying a product…What if?product…What if?

Rewards – Rewards – bonus awarded bonus awarded to consumer for purchase. to consumer for purchase. (Toys, gimmicks, rebates, free (Toys, gimmicks, rebates, free payment, etc.)payment, etc.)

Target AudienceTarget Audience The specific group of The specific group of

consumers to whom the consumers to whom the propaganda was targeted propaganda was targeted to convince to buy a to convince to buy a particular product or particular product or support a particular support a particular candidate / causecandidate / cause. .

For example: 2-5 year olds, For example: 2-5 year olds, single men, moms, etc…single men, moms, etc…

•Soccer moms•Teenage boys/girls•Toddlers•Kids ages 5-10•Elderly•Mid-life men•Etc…

BIASBIAS• An inclination of feeling or An inclination of feeling or of outlook; of outlook; especiallyespecially : a : a personal and sometimes personal and sometimes unreasoned judgment ; unreasoned judgment ; prejudiceprejudice

BIASBIAS Both are accurate descriptions of the Both are accurate descriptions of the

attendance at a meeting. attendance at a meeting. The first gives the reader the impression that the The first gives the reader the impression that the

event was successful, with more people than event was successful, with more people than expected attending. expected attending. Is this biased? How?Is this biased? How?

The second sentence implies fewer people than The second sentence implies fewer people than expected showed up. expected showed up. Is this biased? How?Is this biased? How?

A A neutralneutral way to describe the attendance would way to describe the attendance would have been: "About 950 people attended the have been: "About 950 people attended the event."event."

CLASSWORKCLASSWORK

Your group will be given a packet of print Your group will be given a packet of print ads.ads.

All group members will list the name of All group members will list the name of the product, the type of persuasive the product, the type of persuasive technique that was used, and the target technique that was used, and the target audience for the product. audience for the product.

Review the techniques with your group Review the techniques with your group when you are finished.when you are finished.

HomeworkHomework

You will choose a product, it can be an You will choose a product, it can be an actual product or one of your own actual product or one of your own creation. creation.

Create a print ad campaign using the Create a print ad campaign using the seven persuasive techniques that we seven persuasive techniques that we learned about in class. learned about in class.

Label each technique under the ad.Label each technique under the ad.

HOMEWORKHOMEWORKView three ads from television or print.View three ads from television or print.

1.Write the title of the ad. 1.Write the title of the ad.

2.) Tell what type of propaganda is used. 2.) Tell what type of propaganda is used.

3.) Evaluate the effectiveness of the ad. 3.) Evaluate the effectiveness of the ad. Explain why it is effective or why it does Explain why it is effective or why it does notnot work well – be specific! work well – be specific!

4.) Who is the target audience?4.) Who is the target audience?