PROPAGANDA
Techniques
used to influence opinions,
emotions, attitudes or behavior.
It
appeals to the emotions not the
intellect.
The
purpose is to persuade.
Characteristics of
Propaganda


In advertising the purpose is to
claim “superiority” in order to
sell product.
Makes audience believe in
something or want to do
something.
Six Propaganda Techniques






Bandwagon
Testimonial/
Endorsement
Snob Appeal
Loaded Language
Stereotype
Name Calling
Bandwagon




Persuasive technique that invites you to join the
crowd.
“Everybody’s doing it!”
Makes us not want to feel left out.
Don’t be the last kid in your class to get the word!
Everyone loves the great flavor of new BubbleManiacs
Gum!
Testimonial / Endorsement
 Statement
endorsing
an idea/product by a
prominent person or a
satisfied customer.
Endorsed by someone
the consumer trusts.
 Product can be inside
or outside particular
field.
 Musicians, sports giants,
actors/actresses
Queen Latifah for Cover Girl
Snob Appeal
Aims to flatter. Stand out from the crowd.
 Implies that this product/idea is better than
others…Thus, those that use it are better too
(smarter, more attractive, more fit).
 “Avant Garde,” ahead of the times.

The Ultimate
driving machine
Loaded Language

Words or phrases which have strong emotional
overtones or connotations and which evoke
strongly positive (or negative) reactions far
beyond the specific meaning of the word.
You slowly murder your children when you
feed them fast food!
Stereotype
 Statement
jumps
from a few cases
to all.
“Children today know
 Targets the
nothing about history and
geography. They’re too busy
young and the
playing video games or
elderly.
texting to learn anything.”
 Used by
politicians.
Name Calling
Intent is to damage
opponent/product and
create an uneasy feeling.
 It also arouses suspicion
of opponent/product.
 Used by politicians and
product companies.
 Often, name calling is
employed using sarcasm
and ridicule, and shows
up often in political
cartoons or writings.

Other Engaging Techniques:

Wit and Humor –
diverts audience and gives a
reason to laugh often through
the use of clever visuals and/or
language.

Fear – Frightening the
consumer into buying a
product…What if?

Rewards – bonus
awarded to consumer for
purchase. (Toys, gimmicks,
rebates, free payment, etc.)
HOMEWORK
Choose a “product” associated with your novel.
EX: Something prominent or something a
character would want to buy today!
1.)Create 6 mini-ads for the product,
each using a different propaganda
technique.
2.) Label each on the back with what type of
propaganda is used.
Target Audience
The specific group of
consumers to whom
the propaganda was
targeted to convince
to buy a particular
product or support a
particular candidate /
cause.
•Soccer moms
•Teenage
boys/girls
•Toddlers
•Kids ages 510
•Elderly
•Mid-life men
•Etc…
BIAS
An inclination of feeling or of
outlook; especially : a personal
and sometimes unreasoned
judgment ; prejudice
•
Example of bias
More than 900 people
attended the event.
vs.
Fewer than 1,000 people
showed up at the event.
 Both
are accurate descriptions of the
attendance at a meeting.
 The first gives the reader the impression
that the event was successful, with more
people than expected attending. Is this
biased? How?
 The second sentence implies fewer people
than expected showed up. Is this biased?
How?
 A neutral way to describe the attendance
would have been: "About 950 people
attended the event."
"I hear the headlines on the
radio, see them on TV and
read them in the paper.
When I hear from the
men out there, I sometimes
don't believe they are
talking about the same
situation."
COMMERCIAL LINKS

http://www.superbowlcommercials2012.net/2012/01/kia-hamsterssuper-bowl-2012.html - Soul Hamster
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http://www.youtube.com/watch?v=xffOCZYX6F8 - Coke

http://www.youtube.com/watch?v=KCs8gIMKBSo&feature=related
- Etrade Baby
http://www.youtube.com/watch?v=7ku1YOrxXeQ - Brinks Security
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http://www.youtube.com/watch?v=6p1UWq1o-4w&feature=related Anti-Newt Gingrich
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http://www.superbowlcommercials2012.net/2012/02/2012volkswagen-game-day-super-bowl.html - Volkswagon

http://www.youtube.com/watch?v=3rZs8ZKTsp0 – Pepsi
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http://www.youtube.com/watch?v=moPZNg-2878 - ProActive

http://www.youtube.com/watch?v=pNFOQgVQ4KU – Hallmark
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http://www.youtube.com/watch?v=14CKzskjn4s - Verizon