Propaganda Project
Brave New World
Objective
Students will create a 60 second commercial
advertisement using the proper formatting to
show their understanding of propaganda and
its use in the World State of the novel Brave
New World.
Essential Questions
• How does a society, state, or social group use
propaganda to maintain social order?
• How do the elements of argument (ethos,
pathos, logos) apply to advertisements?
• How do the audience and message of an
advertisement affect the way it is delivered?
Introduction
Congratulations on your job offer and welcome
to Mustapha Mond's Department of
Propaganda! As a new employee, it is
imperative that you understand clearly and
completely your role in our brave new world of
stability, harmony, and never-surpassed human
happiness…
Departments
Shop 'til You Drop Sub-department:
You are responsible for promoting the idea that an increase in production
and consumption lead to happiness and virtue. Newer is better! More is
best! Old is horrid! “Ending is better than mending”
Better Living Through Test Tubes Sub-department:
Everyone belongs to everyone else! And all have a role and a function in
society. Everyone has to do their part! To understand and act on this is to
be happy and to live healthily. One cannot be reminded of this long
enough - or forget the ugliness, squalor, and irrationality of the old familymodel based on [sic] "parents"!
Never a Dull Moment Sub-department:
Whether it be the Obstacle Golf, Orgy Porgy, or the Feelies, a normal
person just wants to have non-stop 24-7 fun! Sensory stimulation is the
highest pursuit of the best form of happiness. Don't be the last to indulge
in the latest greatest amusement! And let's all do it TOGETHER!
Happiness is a Pill Sub-department:
Feeling a bit under the weather? Gloomy thoughts clouding your
day? Take a Soma vacation! Pop a pill(s) and kiss those rain clouds goodbye. Relief is just a dose away! What are you waiting for? TAKE IT NOW!
Keys to Effective Commercials
• Message
– Make sure your message is clear! What are you
selling?
– How can you sell it? What types of persuasion can you
use? Slogans? Jingles?
• Audience
– Know your target audience. What makes them tick?
What “buttons” can you push?
• Call to Action
– What is it you are trying to get your audience to do?
Don’t forget to inform them how to do it!
Formatting
The most common format for a television commercial
advertisement is the 2-column script format.
Formatting
At the top you should include the following
information:
TITLE: “The Name of Your Commercial”
CLIENT: The name of the company or entity who the
commercial is for (Department of Propaganda)
AGENCY: The name of the company or entity that you
work for (In this case your Sub-Department)
DATE: The date it is due
COPYWRITER: The name(s) of the writer(s)
Formatting
The script is divided into 2 columns: Video and
Audio
VIDEO
AUDIO
Formatting
The standard font for the film industry is
“courier new”, but you may use any legible font
for this assignment
VIDEO
AUDIO
Formatting
In the Video column, everything is in ALL CAPS. Your video
descriptions should be in present tense, as if it is happening right
now as we read it. You may choose to use film terminology to
explain what we are seeing at that point in the commercial
VIDEO
OPEN ON LITTLE GIRL
SITTING ON FRONT
PORCH AT WICKER
TABLE. BEGIN SLOW
MOVE IN ON HER AS
SHE SINGS.
AUDIO
Formatting
In the audio column, describe everything that is happening that
the audience hears - including music, voice overs, and sound
effects (SFX). Names of people or VO (voice over) are in caps,
everything else is lowercase.
VIDEO
AUDIO
OPEN ON LITTLE GIRL
SITTING ON FRONT
PORCH AT WICKER
TABLE. BEGIN SLOW
MOVE IN ON HER AS
SHE SINGS.
KID: P-A-R-K-A-Y, PA-R-K-A-Y.
CUP SPEAKS WITH LID
CUP: Butter
Formatting
Make sure the video and audio columns match up with what is
happening at the same time…
VIDEO
AUDIO
OPEN ON LITTLE GIRL
SITTING ON FRONT
PORCH AT WICKER
TABLE. BEGIN SLOW
MOVE IN ON HER AS
SHE SINGS.
KID: P-A-R-K-A-Y, PA-R-K-A-Y.
CUP SPEAKS WITH LID
CUP: Butter
Parkay Butter Commercial
• <iframe
width="420"
height="315"
src="https://www.yo
utube.com/embed/g
Fmm7B_-3L4"
frameborder="0"
allowfullscreen></ifr
ame>
“Hilltop” Coca-Cola Commercial
<iframe width="560"
height="315"
src="https://www.yo
utube.com/embed/
1VM2eLhvsSM"
frameborder="0"
allowfullscreen></ifr
ame>
Steps For Your Task:
1) Identify your Sub-Department
2) Fill out the “Proposal Sheet” form carefully
1) Must be approved when completed
2) To be turned in with your completed script
3) Plan your script
1) You may wish to storyboard (or sketch) your
ideas together before writing your final draft
2) Your final script should match your final video
Rubric – Option 1
4
3
2
1
Message
Message is upbeat, to the point,
simple, and catchy. The
commercial appropriately
addresses the sub-departments
goals
Script
The script is properly formatted
in the 2-column script style.
Audio and Visual elements are
clear. All grammar and
punctuation is correct
Script format is mostly
correct. 2 columns are
evident. May be some errors
in grammar or punctuation
Script format is somewhat
correct. 2 columns may be
evident, but there is some
inconsistency. Errors lead to
some confusion or
misunderstanding.
Audience
Audience is clear and
appropriately addressed
Audience is mostly clear and
appropriately addressed
Audience is somewhat clear
and appropriately addressed
Audience is unclear or is not
addressed
Technical
Quality
Video is polished and well
edited. Transitions are smooth,
audio quality is excellent.
Unique.
Video is somewhat polished.
Some transitions may be
rough. Audio is mostly good
quality.
Video is not well edited or
polished. Audio is mostly
difficult to hear.
Video is difficult to see. Audio is
difficult to hear. Audience has
trouble understanding the
message
Time
60 seconds
+ or – 3 seconds
+ or – 5 seconds
Significantly off time
Message is mostly clear, but
there is some confusion.
Connection to the subdepartment is noticeable
Message is confusing or
unclear. Connection to the
sub-department is weak
Message is missing or
inappropriate for the subdepartment
Script format is incorrect. 2
columns are not evident.
Confusion between audio and
video elements. Grammar and
punctuation errors lead to
misunderstanding.
Rubric – Option 2
4
3
2
1
Message
Message is upbeat, to the
point, simple, and catchy. The
commercial appropriately
addresses the subdepartments goals
Message is mostly clear, but
there is some confusion.
Connection to the subdepartment is noticeable
Script
The script is properly
formatted in the 2-column
script style. Audio and Visual
elements are clear. All
grammar and punctuation is
correct
Script format is somewhat
Script format is mostly correct. correct. 2 columns may be
2 columns are evident. May be evident, but there is some
some errors in grammar or
inconsistency. Errors lead to
punctuation
some confusion or
misunderstanding.
Script format is incorrect. 2
columns are not evident.
Confusion between audio and
video elements. Grammar and
punctuation errors lead to
misunderstanding.
Audienc
e
Audience is clear and
appropriately addressed
Audience is mostly clear and
appropriately addressed
Audience is somewhat clear
and appropriately addressed
Audience is unclear or is not
addressed
Performance is somewhat
rehearsed by all members;
visual is not distracting, is of
good quality
Performance is unrehearsed
by most members; little effort
put into visual, poor quality
Performance is unrehearsed
by all members; little to no
effort put into visual. Poor
quality is distracting
Script is + or – 5 or more
seconds; performance is
noticeably long/short
Script is significantly off time;
performance is long/short
Performance is rehearsed;
Technical visual is of high quality and
Quality adds to performance of
commercial. Unique.
Time
Script is 60 seconds;
Script is + or – a few seconds;
performance is in a reasonable performance may be
timeframe
over/under
Message is confusing or
unclear. Connection to the
sub-department is weak
Message is missing or
inappropriate for the subdepartment
Available Online
• Sample commercial scripts (including the 2
viewed in class)
• A script template to use for your final script
• Hypnopaedic quotes from the text’s chapters
to use within your commercial (though you
must also come up with your own slogan)
• Rubrics for both options
• Digital copies of all handouts given