Purpose of media
0 to attract and hold interest of general population
0 to communicate specific message
Mass Media
0 any media or form of
communication that reaches
a large audience is
considered “for the masses”
Common Sources
of Mass Media
What are the outlets?
(What are the different parts?)
0 article: headline, art, photo or chart, print in columns,
related stories in nearby box
0 weblink: link from home page, headline, photo, video,
art, graph, related stories, hyperlinks to other
features, some audio possible
0 radio or tv: video or audio, narrator or announcer,
news crawl along bottom of the screen, other graphics
article
web link
TV
radio
TWO MAIN MEDIA LAYOUTS
0 1. Advertisements
0 2. Propaganda ads
Propaganda
0 Propaganda is a form of communication that is aimed
at influencing the attitude of a community toward
some cause or position so as to benefit oneself or
one's group.
Support women.
Support USA.
What are Propaganda techniques?
• Propaganda is designed to
persuade.
• Its purpose is to influence your
opinions, emotions, attitudes, or
behavior.
• It seeks to “guide your choice.”
Who uses Propaganda?
•Military
•Media
•Advertisers
•Politicians
Advertisement
0 a form of communication used to
persuade an audience (viewers, readers
or listeners) to take some action with
respect to products, ideas, or services.
0 Take action= Buy this! Get that! Use this!
What are some of the advertisement techniques
used?
•Bandwagon
•Name-calling
•Testimonial
•Glittering Generality
•Plain-folks appeal
•Transfer
•Emotional words
•Faulty Reasoning
•Fear
Bandwagon
•Everybody is doing this.
•If you want to fit in, you need to “jump on the
bandwagon” and do it too.
•The implication is that you must JOIN in to FIT in.
Clipart-Microsoft Office XP 2002
For example:
If the whole world
uses this VISA card,
you must need one
too.
Bank of the World Visa CardYou can use it from Tennessee to
Timbuktuanywhere you travel in whole wide
world !!
Sign up today at www.bowvisa.com
Clipart-Microsoft Office XP 2002
Key point:
Verizon has more coverage = therefore
they have more users! So YOU should
be a user too!
Name-calling
•A negative word or feeling is attached to an idea,
product, or person.
• If that word or feeling goes along with that person
or idea, the implication is that we shouldn’t be
interested in it.
For example:
Spending grew 100%
under Mayor Moneybags!
Testimonial
•A famous person endorses an idea, a product, a
candidate.
•If someone famous uses this product, believes
this idea, or supports this candidate, so should we.
For example:
If we drink milk we
will all be as famous
as Milly the model.
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Milly the Model
asks, “Got Milk?”
Key Point: Beyonce does it… so you should??
Glittering Generality
•A commonly admired virtue is used to
inspire positive feelings for a person, idea,
or product.
•Using a general virtue to appeal to viewer.
For example:
If you want to be
brighter, you’ll
support “Bill Brite.”
What does that even
mean? Clever wording
doesn't mean the
product is good. It is
just a GENERAL and
blank statement.
Look on the bright
side!
Vote for Bill Brite !
Plain-folks appeal
This idea, product, or person is associated
with normal, everyday people and
activities.
Transfer
•Symbols, quotes, or images of famous people
are used to convey a message.
•The message may not necessarily be
associated with them.
For example:
Joe uses symbols of America
to tie his restaurant to
American values for
Independence Day.
Celebrate the
American
Way this 4th
of JulyEat at Joe’s
Joe’s Barbeque
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EXAMPLE 2
Just because the sign uses an American symbol, doesn’t
make this place more reliable.
Emotional words
•Words that leave us with positive
feelings are used to describe a product,
person, or idea.
•We associate those words and, therefore,
those positive feelings with the product.
Example 1
What feelings are
inspired by the words
“true love”? If you wear
this cologne will
someone fall in love
with you?
True Love
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EXAMPLE 2
Just because the emotional word, “love,”
is there means you need this product to
feel love?
Faulty Reasoning
•Factual supporting details are used though
they do not support the conclusion. It works
like this:
•Ad says: Christians believe in God.
•But you can also say: Muslims believe in God.
•So: Christians are Muslims….? = Faulty
reasoning.
For example:
Does this mean that
teachers need medication
to keep their cool during
the school day ?
More teachers
recommend Calmme to help them
make it through the
day
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Fear
•Our fears are displayed.
•Ideas, candidates, or products are shown to put our fears to rest.
EXAMPLE 1
If you use “Safety War”e it
will keep people from
stealing your identity-or
will it?
Guard yourself against
identity theft!
Use “Safety Ware”
www.safetyware.com
EXAMPLE 2
If you weren’t afraid of falling then, you are
now….
Now, put your knowledge to practice. Look at
commercials and determine the use of techniques.
(Follow handout about Superbowl).
Clipart-Microsoft Office XP 2002