PROPAGANDA Propaganda Attempts to sway public opinion It
PROPAGANDA Propaganda Attempts to sway public opinion. It is neither positive nor negative. The user can be, but propaganda is not.
Slippery slope Idea that if make wrong step- lead to disaster Dem- civil rights- NAACP, women’s right to ____ GOP- taxes, right a own a gun
Types Bandwagon • Everyone is doing it, so you should too. From old days when candidates would have a wagon going down the street with band on it. People would follow it to hear music and speech by candidate. • Follow the crowd
Bandwagon Examples: General Ads: Most popular car in America Sea Doo- Everyone is dooin’ it Political: Endorsed by… Picture with large crowds
Card Stacking • Giving slanted or biased information. Either in favor or against one side. • Like Spin • It is generally not lying – but is misleading
Cardstacking Examples General: 4 out 5 dentists prefer Crest Bounty- coffee cup Political: Views on issues- votes. Rev Wright / War in Iraq
Glittering Generalities Warm statements that sound good but are meaningless. Sound wonderful- but if you really thinkthere is nothing there You read into them General: Political:
Name Calling • Using a negative term or visual to depict (show) the competition. Can either be obvious (extreme wing) or subtle (I am for the mainstream values or our state. ) – – – Blatant for political advertising Examples General- often visual • Paper towel – One wipes up the liquid, other one falls apart
Name Calling • Political commercials – Visual – ugly picture – visual more catching than the actual words – basic words like extremist / “culture of corruption” – Democratic phrases/Anti - Republican » Racist, Extreme right wing, The far right – Republican phrases/Anti Democrat » Tax and spender, Liberal, Extreme left wing
Glamour • Appealing to people’s desire for being wealthy by associating the product with “the finer things” • Never used in politics – A Royse Royce – pardon me do you have any Grey Poupon – Fancy Feast
Plain Folks * appealing to ordinary people by being seen as one of them – • regular products • Folgers coffee Kid goes into the house and making coffee, mom doesn’t know kid is home, smells the coffee and sees the child home.
Plain Folks Candidate in short sleeves – Sleeves will be rolled up – surrounded by their family » making look like normal middle class family » so people can relate to it
Plain Folks – Photo op’s – John Kerry goes hunting » Everyone knows that John Kerry is very wealthy » His staff buys him an expensive gun and outfit » It hurt him more than help him – George Bush sweats issue when he campaigned
Testimonial • Getting a famous person to promote your product, issue or candidate Example. Michael Jordan poster child for this – Sells underwear, sneakers, hot dogs, cell phones • Only shoes might impact his basketball
Testimonial • Political – Democrat celebrities • • • – Barbara Streisand Madonna Rock Stars Republican celebrities • • • Country singers Arnold (gov. of Cali. Now) Sport stars
Transfer • wrapping yourself in a positive image so that people will relate you with the image – – only used for yourself remember positive symbols • • • American Flag Ford commercial always has American flag Babies Children Motherhood
TRANSFER *** These are Always + **** Never use this on opponent!
Humor • Using comedy so people will remember your products/candidate. By making fun of yourself or the competition, people will laugh at them or respect you more. – Regular • • Burger King playing football Baxter **Watch out to make sure that you don’t go overboard or that people don’t get it
logo Using a symbol or phrase to rep your product or candidate General Political
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