Propaganda techniques Or How the media gets Americans

Propaganda techniques Or How the media gets Americans to buy, think, and vote

What is propaganda? • Persuasive techniques applied by politicians, journalists, television personalities, and others to accomplish their desired ends. • Uses symbols and emotions, NOT argument

Testimonial • Use of a celebrity (athletes, musicians, actors) or authority figure (doctors, auto mechanics, plumbers) to endorse or promote a product, cause, idea.

Testimonials Use of causes • Sarah Mac. Laughlin—ASPCA Products • Michael Jordan - Hanes • Dentists - toothpastes • Jessica Simpson - Weight Watchers • Matthew Mc. Conaughey – Lincoln cars

Plain Folks • Use of a common man, ordinary person to promote a product. • Scenes of family, blue-collar workers, ordinary people Products • Brawny - lumberjack—paper towels • Vonage – saved families hundreds of $ each year

Plain Folks

Bandwagon • Use of threat of not being a part of the crowd; must join in (buy product) to belong

Bandwagon • Dr. Pepper

Glittering generalities • A glittering generality is an emotionally appealing phrase so closely associated with highly valued concepts and beliefs that it carries conviction without supporting information or reason. Such highly valued concepts attract general approval and acclaim. • Ex: America, green, gluten free, organic, happiness, pride

Glittering generalities Used to sell products • “New and Improved” Tide, Windex etc. • Chevy— “American Built; Solid as a Rock” • Go Forth ad

Glittering generalities • America’s Favorite

Fear • Ads that present a dreaded consequence or circumstance • Followed by how you can avoid that particular tragedy or downfall

Fear • Mayhem • Direct TV

Logical fallacies • Applying logic to come to a conclusion that is still false • Example: – Bill Clinton supports gun control. – Communist regimes have always supported gun control. – Conclusion: Bill Clinton is a communist.

Logical fallacies • Direct TV – could also connect to Fear technique

Transfer • Good feelings, looks, or ideas transferred to the person for whom the product is intended. • It gives us an image of something we want

Transfer • Old cigarette ad

Slogan • A catchy word, phrase or symbol to represent a company or product • Any come to mind?

Slogan

Propaganda Quiz • Using the gallery walk images and your notes, you will identify which device is being used; if more than one, write any that apply. • Number your paper 1 -8