Advertisements Propaganda Techniques 1252011 How do you decide

Advertisements Propaganda Techniques 1/25/2011

How do you decide what toothpaste to buy? How do you decide who to vote for?

Advertisements n n n Advertisements are paid messages intended to attract customers. To avoid drawing false conclusions about the benefits of a product or service, learn to recognize propaganda techniques and faulty reasoning. Propaganda is biased information that is one sided or misleading. Propaganda techniques are the methods used to get you to believe whatever the advertisers want you to believe. Faulty reasoning is an argument that does not follow the rules of logic.

Draw a chart like this with a title, 3 columns, and 7 rows: COMMONLY USED PROPAGANDA TECHNIQUES Propaganda Technique Explanation Example

Propaganda Technique Explanation Example 1. Broad Generalizations / Glittering Generalities Sweeping claims and opinions that cannot be proven. “There’s nothing like it in the world!”

Broad Generalizations

Propaganda Technique Explanation Example 2. Hidden Message Pictures or words that convey an idea without stating it directly. A photo of an Olympic runner, suggesting you’ll be a winner if you buy a certain brand of sneakers.

Hidden Message http: //www. apple. com/getamac/ads/

Hidden Message

Hidden Message (face recognition security)

Propaganda Technique Explanation Example 3. Loaded Language/ Emotional Appeal Words that appeal to our emotions. “It’s a miracle product!”

Loaded Language

Ever feel like you work with a bunch of monkeys? The hero in this spot really does. Career. Builder can help him find a better job.

Emotional Appeal/ Loaded Language

Propaganda Technique Explanation 4. Implying Bandwagon that Appeal “everyone else” uses a certain product. Example “Thousands of allergy sufferers use Sneeze -Freeze. ”

Bandwagon Appeal

In this animated spot, the hands of a clock become tapping, then running feet. The images of people throughout the day show them only from the waist down. "All legs lead to United Economy Plus, with up to five extra inches of leg room. "

Propaganda Technique Explanation Example 5. Faulty Reasoning Using unrelated or unconnecte d details as support. More people have cats than dogs, so cats must be easier to take care of.

Double-Dutch jump roping has never been so mesmerizing in a commercial. Nearly everyone in the playground takes part in the game; they literally "Jump in. " --XBOX 360

Faulty Reasoning

Propaganda Technique Explanation 6. Appeal to Using a Celebrity celebrity to convince you that a Testimonial product is worth buying. Example Proactive uses Jessica Simpson to promote their product.

Kate Winslet walks through London as we hear her describe various movie roles. "At 17, I went to prison for murder. By 19, I was penniless and heartbroken. . . By 29, I was in Never Land. " Her real life doesn't need any extra drama, so she uses the American Express card.

COMMONLY USED PROPAGANDA TECHNIQUES Propaganda Technique Explanation Example Broad Generalizations Glittering Generalities Sweeping claims that cannot be proved. “There’s nothing like it in the world!” or the Burger King Kong ad. Hidden Message Pictures or words that convey an idea without stating it directly. A photo of an Olympic runner, suggesting you’ll be a winner if you buy a certain brand of sneakers or the Adidas shoe/video game ad. Loaded Language Emotional Appeal Words that appeal to our emotions. “It’s a miracle product!” or the “monkey business” ad for Career. Builders. com. Bandwagon Appeals Implying that “everyone else” uses a certain product. “Thousands of allergy sufferers use Sneeze-Freeze” or the “Pants” ad for United Economy Plus airlines. Faulty Reasoning Using unrelated or unconnected details as support. More people have cats than dogs, so cats must be easier to take care of or the double Dutch jump rope ad for XBOX 360. Appeal to a Celebrity Testimonial Using a celebrity to convince. Proactive uses Jessica Simpson to promote their product or the Kate Winslet American Express ad. .

Propaganda Technique Explanation 7. Name Calling Attaching a negative label to a person or a thing. trying to avoid supporting their own opinion with facts. (Tearing your opponent down) Example

Which techniques are used here?

The Government Regulates Advertisements, but you still need to be a savvy consumer.

People who use propaganda: • The military • The Media • Advertisers • Politicians • You and I

n n Turn your desks into a group of 4. Supplies needed for group: l l n 1 paper person Scissors Magazine or 2 Glue Assignment: l l l Put your name on the back of your paper Find 4 advertisements and cut them out Glue the advertisements onto your paper Label each advertisement with a propaganda technique Make sure you have at least 2 different techniques illustrated. Must be complete before you leave today.

Created by: n n n Mrs. Parkkonen and Mrs. Faulk For use with 6 th grade language arts classes at Greer Middle School Spring 2011 **All advertisement samples in this presentation were obtained from www. adweek. com **Informational Chart was taken from Prentice Hall’s 2006 seventh grade literature textbook.