propaganda How writers and advertisers use your feelings

propaganda How writers and advertisers use your feelings and emotions to persuade you to agree with them.

Places you can find propaganda. . . • • • Newspapers and books Magazines Internet Clothing Billboards Bumper stickers TV Radio Signs Products Cartoons (political)

propaganda techniques in advertising • Writers and advertisers use many techniques to convince you to agree with them or buy their product. • An emotional appeal tries to make the reader connect the writer’s message with an important feeling.

loaded words § This technique often uses interesting and eye-catching visuals, as well. § The loaded language technique uses words that cause a strong feeling. § Once the reader is feeling strongly, he or she may be more likely to agree with the writer. § What are some examples of loaded words?

Loaded Words Do you see any LOADED WORDS? Whitening Expressions Refreshing Vanilla Mint Get a cool and inviting brushing experience with Crest Whitening Expressions Refreshing Vanilla Mint.

loaded words This billboard advertisement uses the word “irresistible” to appeal to our emotions. The visual is also very appealing. http: //www. youtube. com/watch? v= vh. Bub 2 f. Qm. E 0

bandwagon The bandwagon technique appeals to the reader’s need to belong. It tries to get you to do what everyone is doing. It makes you think you need to have this product in order to fit in.

Bandwagon Present and Past…

bandwagon What one thing do ALL of these people have in common? Diet Pepsi Truck

Broad Generalizations • A broad statement that tells about something “in general. ” • It takes in everything and everyone at once, allowing for no exceptions.

Generalizations There are other types of generalizations…. • A hasty generalization is based on incomplete evidence • A valid generalization is based on solid evidence. Hasty Generalization (click on link)

testimonial § Uses the words of someone who has actually used the product. § Often, comes from a celebrity – if they use it and look good, why shouldn’t you! § Tries to connect a famous person with a product,

testimonial Larry the Cable Guy lost 50 lbs. with the Nutrisystem diet plan. Larry said, “With Nutri. System, losing weight is pretty much a nobrainer (and that comes in handy in my family). ”

Testimonial "The SUBWAY® chain helped save my life over and over. I can't ever repay that. "

Name Calling • Uses words that are negative to describe an enemy or competitor. • It compares one organization or idea to another, showing how one is superior. • It is often used in politics and during wartime.

NAME CALLING There are many ads in which the Apple company shows how their products are “better” than PCs. http: //www. youtube. com/watch? v= g. Lytra. Sm. NW 0 • Mac OS X Leopard “No other operating system — Vista included — offers the innovation and simplicity of Mac OS X. With Mac OS X Leopard, the Mac leaps even further ahead with new features that let you do more with less effort. ”

Name Calling Candidates for the 2008 Presidential election used name calling in their ads, as in past elections. Barack Obama says that John Mc. Cain has “same old politics, same failed policies”. Obama implies that Mc. Cain is not the best choice and he doesn’t have the best solutions to America’s problems. -from www. livingroomcandidate. com “Low Road” video ad

Glittering Generalities Advertisers often use words that stir up certain emotions in us. Sometimes, these words glitter and sparkle to attract our eye, or sometimes they make us angry or repulsed. “NEW!”. . . “Fresh”. . . “Pure”. . . “Home-made. ” Often these words are used in a vague way; they don’t give us specific details: How new? How fresh? Pure what? Made in whose home? We could call these words “glittering generalities” because they use words that glitter and sparkle, while only stating generalities. That is, they give us a general, or vague sense of what they are trying to sell; they just LOOK good.

Glittering Generalities Some questions to ask yourself: • What do the slogans or phrases really mean? • What are the merits of the idea if it is separated from the slogans or phrases? http: //www. youtube. com/watch? v= YJ 4 B 6 Mb. Vw 9 U

Transfer • Used to carry over the approval of something we respect and revere to something totally unrelated. • “Flag-waving” is a common form of transfer.

Transfer

Transfer Questions to ask: • What is the speaker trying to pitch? • Is there a legitimate connection? http: //www. youtube. com/watch? v= Bqp. Jvey-7 -s

Card Stacking Card stacking is a propaganda technique that seeks to manipulate audience perception of an issue by emphasizing one side and repressing another.

Card Stacking – First, the propagandist selects only favorable facts and presents them to the target in such a manner as to obtain a desired reaction. – Second, the propagandist uses these facts as a basis for conclusions, trying to lead the audience into accepting the conclusions by accepting the facts presented.

Card Stacking Kentucky Wildcats

Stereotypes • A stereotype is a fixed idea about all the members of a group, one that doesn’t allow for individual differences. • Stereotyping leads to prejudice…evaluating people on the basis of their membership in a group rather than on their individual characteristics

Stereotypes Why are these stereotypes?

Red Herring • Use of words that are irrelevant to distract the reader • It is intended to be misleading, or distracting from the actual issue. • Argument" for a tax cut: "You know, I've begun to think that there is some merit in the Republican's tax cut plan. I suggest that you come up with something like it, because If we Democrats are going to survive as a party, we have got to show that we are as tough-minded as the Republicans, since that is what the public wants. " http: //www. youtube. com/watch? v=D 6 Vm. YOFGpb. M

Red Herring • The idiomatic sense of "red herring" has, until very recently, [2] been thought to originate from a supposed technique of training young scent hounds. [2] There are variations of the story, but according to one version, the pungent red herring would be dragged along a trail until a puppy learned to follow the scent. [4] Later, when the dog was being trained to follow the faint odour of a fox or a badger, the trainer would drag a red herring (whose strong scent confuses the animal) perpendicular to the animal's trail to confuse the dog. [5] The dog would eventually learn to follow the original scent rather than the stronger scent

“THINK ABOUT IT” Questions • What are advertisers true reasons for persuading you? • Are they trying to truly help you or are they just wanting to sell a product and make money? • Should you try something or do something just because it is popular?

Conclusion • Propaganda techniques can be extremely effective in persuading the reader to act on a feeling. • As readers of propaganda techniques in advertising, we must learn to recognize emotional appeals. • If we focus on the facts instead of the feelings, we will make a better decision about the writer’s opinion.

In Review • Propaganda is how writers and advertisers use your feelings and emotions to get you to agree with them. • The 4 most common techniques are: loaded words, bandwagon, testimonial, and name calling. • Advertisers use these techniques to influence us, appeal to our emotions, persuade us to buy their products, try to make us act on our emotions, get us to do what everyone else is doing, etc. • We need to rely on facts and research the products before buying them and not rely ONLY on our emotions.

Examples • http: //www. spike. com/superbowl (ads must be reviewed before using) • http: //www. msnbc. msn. com/id/16691199/ (ads must be reviewed before using) • http: //www. georgeforemancooking. com/ (endorsement, testimonial) • http: //www. proactiv. com/celebrity. php? pactvid=cb 90 b 7 cfc 80 f 07 0 d 2 b 4 eb 6880 bcb 6055 (testimonial) • http: //www. abovetheinfluence. com/the-ads/default. aspx# (bandwagon – ads must be reviewed before using – these TV ads focus on peer pressure and drugs & rising above the influence – for adolescents) • http: //www. apple. com/getamac/ads/ (name calling) • http: //www. livingroomcandidate. org/ (name calling) ads for presidential elections – must be reviewed

Any questions?