The Function of Music as
Propaganda:
“ To agree or not to agree”
Propaganda, it’s all around us!
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Billboards
Radio
Internet
Campaign speeches
Commercials
Magazines
Newspapers
Conversations
Political cartoons
What is propaganda?
Propaganda is any form of communication that
is so distorted that it conveys false or
misleading information to advance a specific
belief or cause. Most propaganda techniques
utilize emotion and avoid critical thinking.
But what gives it power?
• Slogans
– A short and striking or memorable phrase used in advertising.
– A motto associated with a political party or movement or other group.
• Jingles
– A jingle is a slogan or vocal line set to an engaging melody mainly used
as an advertisement or to open or close a show. Jingles are designed
to be memorable and stick in the mind of the listener.
– A catchy tune connected to a product make the product more
membable
• Logos
– A symbol or other small design adopted by an organization to identify
its products, uniform, vehicles, etc:
• Propaganda techniques
– Devices used to convince the audience to agree with an idea or buy a
product.
Do you know slogans?
Slogans
• Good to the last drop Maxwell House Coffee
• Double Your Pleasure Double you FunDouble
Your Pleasure Double you Fun Double Mint Gum
• Clean Up a Dirty Mouth Orbit
• Let your fingers doing the walking Yellow Pages
• The quicker picker upper Bounty
• When you care enough to send the very best
Hallmark
• Sometimes you feel like a nut sometimes you
don’t Almond Joy/Mounds
Stop, Look, and Listen to the
following commercial
http://youtu.be/rmPRHJd3uHI
What did you notice about the jingle? How many
times would it take for you to learn this jingle? What
is the commercial trying to sell?
Do you know Logos?
Can you name all 12?
Chicago Bulls, Droid, Chase, Rocawear, American Airlines, Sprint, IBM,
McDonalds, Auburn University, Mac/Apple, Girl Scouts, Nike
Day Two and Three
• Review What gives propaganda its power.
• Introduce the seven propaganda techniques
But what gives it power?
Let’s Review
• Slogans
– A short and striking or memorable phrase used in advertising.
– A motto associated with a political party or movement or other group.
• Jingles
– A jingle is a slogan or vocal line set to an engaging melody mainly used
as an advertisement or to open or close a show. Jingles are designed
to be memorable and stick in the mind of the listener.
– A catchy tune connected to a product make the product more
membable
• Logos
– A symbol or other small design adopted by an organization to identify
its products, uniform, vehicles, etc:
Propaganda Techniques
• Propaganda techniques
–Devices used to convince the target
audience to agree with an idea or
purchase a product.
• Advertisers use a combination of visuals,
sound, special effects, and words to
persuade the target audience
Target Audience
• Particular group of people, identified as the intended recipient of
an advertisement or message. Also called target population.
• Ways to identify a target audience
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Age
Gender
Occupation
Household Income
Marital Status
Presence of children in the household
Race/Ethnicity
• When the target audience is identified, you'll then have an idea of
what your key message should be and how to convey it.
Can you match products to the
following target audiences?
Propaganda Techniques
• Writers, and creators use a variety of propaganda
techniques to persuade their target audience to
agree with an idea or buy a product.
• Among these techniques are
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Testimonial
Glittering Generalities
Transfer
Plain Folks
Bandwagon
Name Calling
Card Stacking
Testimonial
• The use of well-known, respected people to
endorse a product or service.
HP Pavilion
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http://youtu.be/fsE0g-8CDQo
What is the add trying to sell?
What message is being conveyed?
Who is the intended the target audience?
What makes the ad effective? Why?
Why do you think HP selected Jay- Z for this
commercial?
Glittering Generalities
• The act of referring to words or ideas that
evoke a positive emotional response from an
audience.
Glittering Generalities Examples
• Food products will quickly label their foods as low fat hinting
that they are more healthy, when, in fact, the product might
be high in calories.
• Advertisers will sometimes give an incomplete comparison
like “better tasting.”
Better tasting than what? Spam? Dirt?
• Cascade claims that their detergent will leave your dishes
virtually spotless. In other words, there will be some spots.
• Politicians will associate themselves with concepts which
have positive connotations. For example, George W. Bush
claimed to have a compassionate conservatism as opposed
to more negative reference to the conservative right.
Glittering Generalities
Upgrade: Listen for the Glittering
Generalities
• http://youtu.be/1Jubz1Ini-o
• What words appealed to your emotion in this
advertisement?
• Did you notice the “glittering” images in the
commercial?
• What impact did the song have on the
commercial?
• Why do you think the sponsors chose Beyonce
as their spokesperson?
Transfer
• The act of relating something or someone we
like or respect with a product.
Transfer Examples
• On TV commercials, actors in white lab coats tell us that
Brand X cold medicine is better that Brand Y.
• During the 2000 campaign, Gov. George Bush used the
American flag as part of his logo.
• During the 2000 campaign, Vice President Al Gore used
the colors, stars and stripes of the flag for his logo.
– Common Symbols
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The flag represents the nation.
Uncle Sam represents a consensus of public opinion.
A cross represents Christianity.
The Star of David represents the Jewish faith
Can you transfer an Open Heart
• http://youtu.be/d7tEGPUSt8Y
• http://youtu.be/Yn7D0ekuWpY (the story behind the scenes)
• What messages are communicated (and/or implied) about certain
people, places, events, behaviors, lifestyles and so forth?
• Jane Seymour is trying to convey?
• What feeling does she transfer to the target audience?
• What are the different techniques used to inform, persuade, entertain,
and attract attention?
• Watch the story behind the scenes
• Why do you think Jane Seymour was chosen for this advertisement?
• Did you notice any symbols in the commercial? What did they
represent?
• What is left out of this message that might be important to know?
• Did seeing the story change have any impact or influence on you about
the product?
Plain Folk Appeal
• The use of everyday people to sell a product
or service. Speakers and ads appear to make
the person to be “one of the people.”
Plain Folk Examples
• http://youtu.be/rXJ0rAyE_mQ
• What message is implied/stated in the
commercial?
• What is the connection between the
message and the items in the tool kit?
• What is the author’s purpose for
repeating the word “lonely”?
Bandwagon
• Bandwagon attempts to persuade the target
audience to take a course of action "everyone
else is taking." "Join the crowd." This
technique reinforces people's natural desire to
be on the winning side.
Everyone’s Drinking Coca-Cola
• http://youtu.be/ib-Qiyklq-Q
• What is the effect of singing in this
commercial?
• What messages are stated/implied in the
commercial?
• Could you identify the slogan for this ad?
• Who was the target audience for this
commercial?
Name Calling
• links a person or idea to a negative symbol
• http://youtu.be/WEJJUGJZxpU
• What is the author’s purpose for including
name calling in an ad for gum?
• Why did the creator of the commercial include
the special effect of the sparkle on the
woman’s smile?
• What was the slogan for this commercial?
Cardstacking
• The strategy of showing the product’s best
features, telling half-truths, and omitting or lying
about its potential problems.
• Drug manufacturers do this frequently in ads in
which they skim over the possible harmful side
effects of their products. Facts are Selected and
presented which most effectively strengthen and
authenticate the point of view of the
propagandist
Cardstacking Example
• http://youtu.be/ZZ1_CQD1jS8
• What special effects did you notice? What is their
purpose?
• Why did the creator include the narration in the
commercial?
• Where does a print ad for this commercial appear?
• What warnings are included with the advertisement?
Why?
• Where can a $20.00 rebate for this product be found?
Day Three
• Let’s Review!
• Writers, and creators use a variety of propaganda
techniques to persuade their target audience to agree
with an idea or buy a product.
• Propaganda techniques
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Testimonial
Glittering Generalities
Transfer
Plain Folks
Bandwagon
Name Calling
Card Stacking
Hidden in plain sight
• Hidden messages
– is information that is not immediately noticeable,
and that must be discovered or uncovered and
interpreted before it can be known.
– include backwards audio messages, hidden visual
messages and symbolic or cryptic codes such as a
crossword or cipher
– See if you can discover the hidden
messages/meanings in the following company
logos
Do you see what I see?
Do you see what I see?
Do you see what I see?
Do you see all three?
Do you see what I see?
Do you see what I see?
Propaganda Techniques Activity!
• Time for some propaganda practice
• In collaborative learning groups of 3 or 4
(scribe/recorder, timer, reporter/presenter)
• read, discuss, and respond to the propaganda
selections
• You will have 15 – 20 minutes
• Share with the class
Analyzing Propaganda
By looking closely at media products, you can
see how their messages influence your opinions
and buying habits. (Propaganda Analysis
worksheet)
Questions to Ask
1. Who made (sponsored) this message and for
what purpose?
– The source of the message is a clue to its purpose.
– Private companies may be trying to sell you
something.
– A government agency may be trying to promote a
program or point of view.
– To discover the purpose, think about why its
creator paid for and produced the message.
Questions to Ask
2. Who is the target audience, and how is the
message specifically tailored to it?
– Think about the age group, ethnic group, gender,
and/or profession the message is targeting.
– How does the message relate to you?
3. What are the different techniques used to
inform, persuade, entertain, and attract
attention?
– Analyze the elements, such as humor, music,
special effects, and graphics that have been used
to create the message.
– Think about how visual and sound effects, such as
symbols, color, photographs, words, and music,
support the purpose behind the message.
Questions to Ask
4. What messages are communicated (and/or
implied) about certain people, places, events,
behaviors, lifestyles and so forth?
– The media will try to influence who we are, what we
believe in, how we view things, and what values we
hold.
– Look closely to determine whether certain types of
behaviors are being depicted and if judgments or
values are communicated through those behaviors.
– What are the biases or hidden agendas in the
messages?
Questions to Ask
5. How current, accurate, and believable is the
information in this message?
– Think about the reputation of the source.
– Note the broadcast or publication date of the
message and whether he message might change
quickly.
– If a report or account is not supported by facts,
authoritative sources or eyewitness accounts, you
may question the message
Questions to Ask
6. What is left out of this message that might
be important to know?
– Think about what the message is asking you to
believe.
– Think about what questions come to mind as you
watch, read or listen to the message.
Print Ads
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Introduce the Propaganda project
Nike Ad (Model)
Queen Collection Ad (Group)
Ipod Ads(Independently)
– Distribute copies of propaganda analysis sheet
– Create 4 collaborative groups
– Distribute each group one of the four ads
Propaganda Analysis of Commercials
• Review the Propaganda analysis worksheet
• Tell students that today they will use the analysis with
commercials
• Show the two commercials and have students respond
to the questions listed
• Take students to computer lab to independently
review the commercial
• They may choose the commercial they wish to analyze
using the worksheet.
• Allow time for sharing (compare/contrast student
responses)
Evian Commercial Analysis
• http://youtu.be/_PHnRIn74Ag
• What propaganda techniques are used in the
commercial?
• Who is the target audience?
• What hidden messages are conveyed by the
writer?
• What impact does the music have on the
commercial?
Kia Soul Commercial
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http://youtu.be/jOHwjjhFTac
What is the add trying to sell?
Who is the intended audience?
How does the setting impact the commercial?
What were the key selling points of the
commercial?
• Why do you think Black Sheep’s “The Choice is
Yours” was chosen for the commercial?
Propaganda Analysis of Political
Cartoons
• Review the Propaganda analysis worksheet
• Tell students that today they will use the
analysis with political cartoons.
• Model using the cartoon on the next slide
Political Cartoon
• An editorial cartoon, also known as a political
cartoon, is an illustration or comic strip
containing a political or social message, that
usually relates to current events or
personalities
Transfer
Perspective
• is a way of looking at or thinking about
something.
• Is different from point of view which is the
from which something is told.
Quotes from a Theresienstadt
• Read Aloud the Theresiendstadt article
• Discuss with students the impact of the Nazi
Prison Camps (emphasize that Theresienstadt
was the center of German propaganda.
• Ask students to reread the passage to identify
as many forms of propaganda as possible
• Have students read the three quotes from the
survivors of the Theresienstadt and write their
responses to the text.
Propaganda Analysis of Songs
• Review the Propaganda analysis worksheet
• Tell students that today they will use the analysis
with songs and lyrics
• Take students to computer lab to independently
review the commercial
• They may choose the song they wish to analyze
using the worksheet.
• Allow time for sharing (compare/contrast
student responses)
God Bless America
• http://youtu.be/TnQDW-NMaRs
This Land is Your Land
• http://youtu.be/XaI5IRuS2aE
What’s Going On
http://youtu.be/rD78i6eoGkM
It’s All About Me!
• Tell students that as a culminating activity to
the propaganda unit they will create an
advertisement for their own brand.
• Distribute the propaganda project: It’s a Me
thing!
• Have students read through the assignment
• Read aloud the proud and address any
questions.