What is What is Propaganda? Propaganda?

And why do we care?And why do we care?

Communication ApplicationsCommunication ApplicationsJane BoydJane Boyd

DefinitionDefinition propaganda: a Latin word that was first propaganda: a Latin word that was first

used by Pope Gregory XV in 1622, when used by Pope Gregory XV in 1622, when he established the Sacred Congregation he established the Sacred Congregation of Propaganda, a commission designed of Propaganda, a commission designed to spread the Catholic faith worldwide. to spread the Catholic faith worldwide.

Political Dictionary, Fast Times, Inc.Political Dictionary, Fast Times, Inc.

Modern much broader meaning: refers Modern much broader meaning: refers to any technique, whether in writing, to any technique, whether in writing, speech, music, film or other means, that speech, music, film or other means, that attempts to influence mass public attempts to influence mass public opinion..."opinion..."

any techniqueany technique that attempts that attempts to to influence influence the opinions, emotions, the opinions, emotions, attitudes, or behavior of attitudes, or behavior of a groupa group in order in order to benefit the sponsorto benefit the sponsor. .

TV, Radio, political TV, Radio, political candidates…candidates…

Not just one message into a piece of Not just one message into a piece of propaganda - they put lots of messages propaganda - they put lots of messages into each piece! into each piece!

Techniques of propaganda used daily:Techniques of propaganda used daily: military, military, media, media, advertising, advertising, politics, politics, all sorts of human relationships. all sorts of human relationships.

Ask yourself these Ask yourself these questions:questions:

Who does this benefit?Who does this benefit? Why did they do that? Why did they do that?

According to whom?According to whom?

5 Types of Propaganda 5 Types of Propaganda used in advertisingused in advertising

Bandwagon: persuading people to do Bandwagon: persuading people to do something by letting them know others something by letting them know others are doing it are doing it

Testimonial: using the words of a famous Testimonial: using the words of a famous person to persuade you. person to persuade you.

More typesMore types Transfer: using the names or pictures of Transfer: using the names or pictures of

famous people, but not direct quotations. famous people, but not direct quotations.

Repetition: the product name is repeated at Repetition: the product name is repeated at least four times. least four times.

Emotional words: words that will make you feel Emotional words: words that will make you feel strongly about someone or something. strongly about someone or something.

WW II PropagandaWW II Propaganda Commercial advertising usually takes the Commercial advertising usually takes the

positive note in normal times .  .  . But these positive note in normal times .  .  . But these are not normal times; this is not even a are not normal times; this is not even a normal war; it's hell's ideal of human normal war; it's hell's ideal of human catastrophy [sic], so menace and fear catastrophy [sic], so menace and fear motives are a definite part of publicity motives are a definite part of publicity programs, including the visual.programs, including the visual.

--Statement on Current Information Objective--Statement on Current Information ObjectiveOffice of Facts and FiguresOffice of Facts and Figures

Words are ammunition. Each word an Words are ammunition. Each word an American utters either helps or hurts the American utters either helps or hurts the war effort. He must stop rumors. He must war effort. He must stop rumors. He must challenge the cynic and the appeaser. He challenge the cynic and the appeaser. He must not speak recklessly. He must must not speak recklessly. He must remember that the enemy is listening. remember that the enemy is listening.

--Government Information Manual for the Motion --Government Information Manual for the Motion Picture IndustryPicture IndustryOffice of War InformationOffice of War Information

Don’t buy it – get media Don’t buy it – get media smart.smart.

http://http://pbskids.org/dontbuyitpbskids.org/dontbuyit//

Magazine AdsMagazine Ads

Political AdsPolitical Adshttp://livingroomcandidate.movingimage.us/election/index.php?http://livingroomcandidate.movingimage.us/election/index.php?nav_action=election&nav_subaction=overview&campaign_id=178nav_action=election&nav_subaction=overview&campaign_id=178

1988 Willie Horton1988 Willie Horton

1988 Bush’s false advertising1988 Bush’s false advertising

2000 Rats2000 Rats

2000 Baby2000 Baby

When a commercial comes on, When a commercial comes on, ask yourself these questionsask yourself these questions

What sound effects or music does the commercial use? Do the sounds What sound effects or music does the commercial use? Do the sounds make it more exciting? make it more exciting?

How do the actors using the product look? Do you think the product could How do the actors using the product look? Do you think the product could make you happy or popular? make you happy or popular?

Are there celebrities in the commercial? Do you think the celebrity really Are there celebrities in the commercial? Do you think the celebrity really uses the product? uses the product?

When watching a toy commercial, is the toy pictured in a group with other When watching a toy commercial, is the toy pictured in a group with other toys that are all sold separately? toys that are all sold separately?

What propaganda technique are they using to make me buy the product?What propaganda technique are they using to make me buy the product?

Questions to Ask After You Questions to Ask After You BuyBuy

Does the product look bigger or better on Does the product look bigger or better on TV than in real life? TV than in real life?

Does it work the same at home as it did Does it work the same at home as it did on the commercial? on the commercial?

Television Ads Television Ads

http://http://pbskids.org/dontbuyit/advertisingtricks/whatsinpbskids.org/dontbuyit/advertisingtricks/whatsinanad.htmlanad.html

PepsiPepsi

LevisLevis

Philip MorsePhilip Morse