the function of music as propaganda: “ to agree or not to agree”

The Function of Music as Propaganda:

“ To agree or not to agree”

Propaganda, it’s all around us!

• Billboards• Radio • Internet• Campaign speeches• Commercials• Magazines• Newspapers• Conversations• Political cartoons

What is propaganda?

Propaganda is any form of communication that is so distorted that it conveys false or misleading information to advance a specific belief or cause. Most propaganda techniques utilize emotion and avoid critical thinking.

But what gives it power?• Slogans

– A short and striking or memorable phrase used in advertising.– A motto associated with a political party or movement or other group.

• Jingles– A jingle is a slogan or vocal line set to an engaging melody mainly used as

an advertisement or to open or close a show. Jingles are designed to be memorable and stick in the mind of the listener.

– A catchy tune connected to a product make the product more membable • Logos

– A symbol or other small design adopted by an organization to identify its products, uniform, vehicles, etc:

• Propaganda techniques– Devices used to convince the audience to agree with an idea or buy a

product.

Do you know slogans?

Slogans• Good to the last drop Maxwell House Coffee• Double Your Pleasure Double you FunDouble Your

Pleasure Double you Fun Double Mint Gum• Clean Up a Dirty Mouth Orbit• Let your fingers doing the walking Yellow Pages• The quicker picker upper Bounty• When you care enough to send the very best

Hallmark• Sometimes you feel like a nut sometimes you don’t

Almond Joy/Mounds

Stop, Look, and Listen to the following commercial

http://youtu.be/rmPRHJd3uHI

What did you notice about the jingle? How many times would it take for you to learn this jingle? What is the

commercial trying to sell?

Do you know Logos?

Can you name all 12?

Chicago Bulls, Droid, Chase, Rocawear, American Airlines, Sprint, IBM, McDonalds, Auburn University, Mac/Apple, Girl Scouts, Nike

Day Two and Three

• Review What gives propaganda its power.• Introduce the seven propaganda techniques

But what gives it power?Let’s Review

• Slogans – A short and striking or memorable phrase used in advertising.– A motto associated with a political party or movement or other group.

• Jingles– A jingle is a slogan or vocal line set to an engaging melody mainly used

as an advertisement or to open or close a show. Jingles are designed to be memorable and stick in the mind of the listener.

– A catchy tune connected to a product make the product more membable

• Logos – A symbol or other small design adopted by an organization to identify

its products, uniform, vehicles, etc:

Propaganda Techniques

• Propaganda techniques–Devices used to convince the target

audience to agree with an idea or purchase a product.• Advertisers use a combination of visuals,

sound, special effects, and words to persuade the target audience

Target Audience

• Particular group of people, identified as the intended recipient of an advertisement or message. Also called target population.

• Ways to identify a target audience– Age – Gender– Occupation– Household Income – Marital Status – Presence of children in the household– Race/Ethnicity

• When the target audience is identified, you'll then have an idea of what your key message should be and how to convey it.

Can you match products to the following target audiences?

Dads Housewives

Teenagers

College students

Parentshomeowners

Teachers

YOU!

Propaganda Techniques

• Writers, and creators use a variety of propaganda techniques to persuade their target audience to agree with an idea or buy a product.

• Among these techniques are– Testimonial – Glittering Generalities – Transfer – Plain Folks – Bandwagon – Name Calling – Card Stacking

Testimonial

• The use of well-known, respected people to endorse a product or service.

HP Pavilion

• http://youtu.be/fsE0g-8CDQo• What is the add trying to sell?• What message is being conveyed?• Who is the intended the target audience?• What makes the ad effective? Why?• Why do you think HP selected Jay- Z for this

commercial?

Glittering Generalities

• The act of referring to words or ideas that evoke a positive emotional response from an audience.

Glittering Generalities Examples• Food products will quickly label their foods as low fat hinting

that they are more healthy, when, in fact, the product might be high in calories.

• Advertisers will sometimes give an incomplete comparison like “better tasting.”Better tasting than what? Spam? Dirt?

• Cascade claims that their detergent will leave your dishes virtually spotless. In other words, there will be some spots.

• Politicians will associate themselves with concepts which have positive connotations. For example, George W. Bush claimed to have a compassionate conservatism as opposed to more negative reference to the conservative right.

Glittering Generalities

Upgrade: Listen for the Glittering Generalities

• http://youtu.be/1Jubz1Ini-o • What words appealed to your emotion in this

advertisement? • Did you notice the “glittering” images in the

commercial?• What impact did the song have on the

commercial?• Why do you think the sponsors chose Beyonce

as their spokesperson?

Transfer

• The act of relating something or someone we like or respect with a product.

Transfer Examples

• On TV commercials, actors in white lab coats tell us that Brand X cold medicine is better that Brand Y. • During the 2000 campaign, Gov. George Bush used the

American flag as part of his logo. • During the 2000 campaign, Vice President Al Gore used

the colors, stars and stripes of the flag for his logo.

– Common Symbols • The flag represents the nation. • Uncle Sam represents a consensus of public opinion. • A cross represents Christianity. • The Star of David represents the Jewish faith

Can you transfer an Open Heart• http://youtu.be/d7tEGPUSt8Y• http://youtu.be/Yn7D0ekuWpY (the story behind the scenes)• What messages are communicated (and/or implied) about certain people,

places, events, behaviors, lifestyles and so forth?• Jane Seymour is trying to convey?• What feeling does she transfer to the target audience?• What are the different techniques used to inform, persuade, entertain, and

attract attention?• Watch the story behind the scenes• Why do you think Jane Seymour was chosen for this advertisement?• Did you notice any symbols in the commercial? What did they represent?• What is left out of this message that might be important to know?• Did seeing the story change have any impact or influence on you about the

product?

Plain Folk Appeal

• The use of everyday people to sell a product or service. Speakers and ads appear to make the person to be “one of the people.”

Plain Folk Examples• http://youtu.be/rXJ0rAyE_mQ• What message is implied/stated in the

commercial?• What is the connection between the

message and the items in the tool kit?• What is the author’s purpose for

repeating the word “lonely”?

Bandwagon• Bandwagon attempts to persuade the target

audience to take a course of action "everyone else is taking." "Join the crowd." This technique reinforces people's natural desire to be on the winning side.

Everyone’s Drinking Coca-Cola

• http://youtu.be/ib-Qiyklq-Q• What is the effect of singing in this

commercial?• What messages are stated/implied in the

commercial?• Could you identify the slogan for this ad?• Who was the target audience for this

commercial?

Name Calling

• links a person or idea to a negative symbol• http://youtu.be/WEJJUGJZxpU• What is the author’s purpose for including

name calling in an ad for gum?• Why did the creator of the commercial include

the special effect of the sparkle on the woman’s smile?

• What was the slogan for this commercial?

Cardstacking

• The strategy of showing the product’s best features, telling half-truths, and omitting or lying about its potential problems.

• Drug manufacturers do this frequently in ads in which they skim over the possible harmful side effects of their products. Facts are Selected and presented which most effectively strengthen and authenticate the point of view of the propagandist

Cardstacking Example

• http://youtu.be/ZZ1_CQD1jS8• What special effects did you notice? What is their

purpose?• Why did the creator include the narration in the

commercial?• Where does a print ad for this commercial appear?• What warnings are included with the advertisement?

Why?• Where can a $20.00 rebate for this product be found?

Day Three• Let’s Review!• Writers, and creators use a variety of propaganda

techniques to persuade their target audience to agree with an idea or buy a product.

• Propaganda techniques– Testimonial – Glittering Generalities – Transfer – Plain Folks – Bandwagon – Name Calling – Card Stacking

Hidden in plain sight

• Hidden messages– is information that is not immediately noticeable,

and that must be discovered or uncovered and interpreted before it can be known.

– include backwards audio messages, hidden visual messages and symbolic or cryptic codes such as a crossword or cipher

– See if you can discover the hidden messages/meanings in the following company logos

Do you see what I see?

Do you see what I see?

Do you see what I see?

Do you see all three?

Do you see what I see?

Do you see what I see?

Propaganda Techniques Activity!

• Time for some propaganda practice• In collaborative learning groups of 3 or 4

(scribe/recorder, timer, reporter/presenter)• read, discuss, and respond to the propaganda

selections• You will have 15 – 20 minutes• Share with the class

Analyzing Propaganda

By looking closely at media products, you can see how their messages influence your opinions and buying habits. (Propaganda Analysis worksheet)

Questions to Ask

1. Who made (sponsored) this message and for what purpose?– The source of the message is a clue to its purpose.– Private companies may be trying to sell you

something.– A government agency may be trying to promote a

program or point of view.– To discover the purpose, think about why its

creator paid for and produced the message.

Questions to Ask

2. Who is the target audience, and how is the message specifically tailored to it?– Think about the age group, ethnic group, gender,

and/or profession the message is targeting.– How does the message relate to you?

3. What are the different techniques used to inform, persuade, entertain, and attract attention?– Analyze the elements, such as humor, music,

special effects, and graphics that have been used to create the message.

– Think about how visual and sound effects, such as symbols, color, photographs, words, and music, support the purpose behind the message.

Questions to Ask

4. What messages are communicated (and/or implied) about certain people, places, events, behaviors, lifestyles and so forth?– The media will try to influence who we are, what we

believe in, how we view things, and what values we hold.

– Look closely to determine whether certain types of behaviors are being depicted and if judgments or values are communicated through those behaviors.

– What are the biases or hidden agendas in the messages?

Questions to Ask

5. How current, accurate, and believable is the information in this message?– Think about the reputation of the source. – Note the broadcast or publication date of the

message and whether he message might change quickly.

– If a report or account is not supported by facts, authoritative sources or eyewitness accounts, you may question the message

Questions to Ask

6. What is left out of this message that might be important to know?– Think about what the message is asking you to

believe.– Think about what questions come to mind as you

watch, read or listen to the message.

Print Ads

• Introduce the Propaganda project• Nike Ad (Model)• Queen Collection Ad (Group)• Ipod Ads(Independently) – Distribute copies of propaganda analysis sheet– Create 4 collaborative groups – Distribute each group one of the four ads

Propaganda Analysis of Commercials

• Review the Propaganda analysis worksheet• Tell students that today they will use the analysis with

commercials• Show the two commercials and have students respond to

the questions listed• Take students to computer lab to independently review

the commercial • They may choose the commercial they wish to analyze

using the worksheet.• Allow time for sharing (compare/contrast student

responses)

Evian Commercial Analysis

• http://youtu.be/_PHnRIn74Ag• What propaganda techniques are used in the

commercial?• Who is the target audience?• What hidden messages are conveyed by the

writer?• What impact does the music have on the

commercial?

Kia Soul Commercial

• http://youtu.be/jOHwjjhFTac• What is the add trying to sell?• Who is the intended audience?• How does the setting impact the commercial?• What were the key selling points of the

commercial?• Why do you think Black Sheep’s “The Choice is

Yours” was chosen for the commercial?

Propaganda Analysis of Political Cartoons

• Review the Propaganda analysis worksheet• Tell students that today they will use the

analysis with political cartoons.• Model using the cartoon on the next slide

Political Cartoon

• An editorial cartoon, also known as a political cartoon, is an illustration or comic strip containing a political or social message, that usually relates to current events or personalities

Transfer

Perspective

• is a way of looking at or thinking about something.

• Is different from point of view which is the from which something is told.

Quotes from a Theresienstadt

• Read Aloud the Theresiendstadt article• Discuss with students the impact of the Nazi

Prison Camps (emphasize that Theresienstadt was the center of German propaganda.

• Ask students to reread the passage to identify as many forms of propaganda as possible

• Have students read the three quotes from the survivors of the Theresienstadt and write their responses to the text.

Propaganda Analysis of Songs

• Review the Propaganda analysis worksheet• Tell students that today they will use the

analysis with songs and lyrics• Take students to computer lab to independently

review the commercial • They may choose the song they wish to analyze

using the worksheet.• Allow time for sharing (compare/contrast

student responses)

God Bless America

• http://youtu.be/TnQDW-NMaRs

This Land is Your Land

• http://youtu.be/XaI5IRuS2aE

What’s Going On

http://youtu.be/rD78i6eoGkM

It’s All About Me!

• Tell students that as a culminating activity to the propaganda unit they will create an advertisement for their own brand.

• Distribute the propaganda project: It’s a Me thing!

• Have students read through the assignment• Read aloud the proud and address any

questions.