Ms. Gokturk
WHAT IS PROPAGANDA?
Propaganda: “The
spreading of ideas, information, or rumor for the purpose of helping or injuring
an institution, a cause, or a person;
ideas, facts, or allegations spread deliberately to further one's cause
or to damage an opposing cause; also : a public action having such an
effect”
People often think of propaganda
as something negative, as in a con or a lie. But propaganda really doesn't have
anything to do with negative or positive. It's a technique. The word propaganda
refers to any technique that attempts to influence the opinions, emotions,
attitudes or behavior of a group in order to benefit the sponsor. The purpose of propaganda is to persuade (in
order to benefit the sponsor).
Propaganda Devices
1.
Bad Names: Method by
which we are tempted to judge without looking at the real facts. Ex., guilty,
fungus, liberal, infected, diseased, wishy-washy, radical, terrorist,
tree-hugger, bum.
2.
Glad Names: Keeping
the reader’s attention from real facts by using pleasant word. Ex., truth,
freedom, sexy, beautiful, lovely.
3.
Transfer: The writer
tells us or reminds us of something which we admire and about something which
he wants us to like. Ex., A politician may point out
that he teaches Sunday school. Since most people have good feelings for
churches, the politician hopes the good feeling will transfer to him.
4.
Testimonial: A
well-known person is saying that he likes something or a product or a person.
This is also called a celebrity endorsement.
5.
Plain Folks:
Politicians use this a great deal to win our
confidence by appearing to be just common ordinary people, “just plain folks.”
6.
Stacking the Cards: DO
not tell the full truth; omit important facts. A writer is directing the
reader’s attention to one detail.
7.
Bandwagon: Everyone is
doing it, why aren’t you? It’s time to join the crowd. Ex., Don’t
be different. Don’t be a loser.
8.
Special Offer:
discount, sales, coupons, etc. are offered to draw customers.
9.
Eye Appeal: Items look
good using special photographic techniques that make something or a person look
better than reality.
10. Happy Family
Appeal: This tries to show that by using
this product, you keep your family happy and healthy.
11. Snob Appeal: This technique appeals to those who are wealthy or want
others to think that they are wealthy, and superior to everyone else.
12. Youth Appeal: This technique wants others to believe that if they use
this product, they are youthful.
13. Sex Appeal: This technique tries to make you believe that if you use
this product, or way of thinking, you are sexy and more sensual.
14. Something New: This device tries to win your thinking that the product
or person has something new to offer.
15. Humble Approach: A device use to win you over on the belief that the
product is not number one, but they are trying their best.
16. Statistics: Any use of numbers/ percentages, which is used to sway
the audience to believe they are correct or better than another.
17. Humor: This method is used to manipulate others through the use
of jokes or any form of humor.
18. Fear: Warns audience that a disaster will follow if they don’t
do something the ad proposes; this lessens the fear.
HW Assignment: Watch TV and note 5 commercials and log them
below by category. You may want to use another sheet of paper for space:
1-Bad Names
2 -Glad Names
3-Transfer
4-Testimonial
5-Plain Folks
6-Stacking the Cards
7-Bandwagon
8- Special Offer
9- Eye Appeal
10-Happy Family Appeal
11-Snob Appeal
12- Youth Appeal
13-Sex Appeal
14-Something New
15- Humble Approach
16- Statistics
17- Humor
18-Fear
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Title of Show Watched & Time
& Channel |
Target Audience |
Product Advertised |
Type(s) of Devices Used in Ad |
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