Name:
Propaganda: Advertisement Analysis
Scaffold- Don’t succumb to
brainwashing!
Squealer, Napoleon’s propaganda department, is in charge of convincing the other animals that Napoleon is
doing the right thing and is working to benefit the animals. He uses many techniques do convince the animals
that Napoleon is right. Below, explain the common type of persuasion techniques:
Propaganda techniques and
definition
Loaded Words:
Slogans:
Repetition:
Powerful Images:
Appeals to fears:
Appeals to basic desires and
needs:
Example of Squealer using this type
of propaganda
“The whole management and
organization of the farm depends on
us. Day and night we are watching
over your welfare. It is for your sake
that we drink that milk and eat those
apples. Do you know what would
happen if we pigs failed our duties?”
(820)
“Then the sheep broke out in a
tremendous bleating of “four legs
good, two legs bad!” which went on
for nearly a quarter of an hour and
put an end to any chance of
discussion.” (827)
“One false step and our enemies
would be upon us. Surely, comrades,
you do not want Jones back? (828)
“‘You have heard then comrades,’ he
said, ‘that we pigs now sleep in the
beds of the farmhouse? And why
not? You did not suppose, surely,
that there was ever a ruling against
beds? A bed merely means a place to
sleep in. A pile of straw in a stall is a
bed, properly regarded.’ ” (823)
“Surely none of you wishes to see
Jones back?” (832)
“Our sole object in taking these
things is to preserve our health. Milk
and apples (this has been proved by
Science, comrades) contain
substances absolutely necessary to
the well-being of a pig.” (820)
Analysis of propaganda techniques
used by Squealer
Now take what you’ve learned about propaganda in Animal Farm, and look at how propaganda influences you
in your daily lives. Answer each question in a complete sentence.
1. Where might we be faced with propaganda in our own lives?
2. Why is propaganda used?
3. How can we avoid falling prey to propaganda?
Analyze the advertisement you chose. Fill in each box with information about your advertisement.
Slogan: What phrase appears to be the dominate
phrase on the ad? If no words, image?
Repetition: What words or images are repeated?
Powerful Images: List three and explain why they are
powerful.
1.
Loaded Words: What makes these words powerful?
Choose and explain three.
1.
2.
2.
3.
3.
Appeals to fear or insecurity: What does the
advertisement say about a human’s fears/insecurities?
1.
Appeals to basic wants and needs: What are we
convinced that we need?
1.
2.
2.
3.
3.
Briefly explain why the advertisement you analyzed qualifies as propaganda? Use the information gathered
above to support your opinion.