Standards we will cover today:

By PresenterMedia.com

Propaganda techniques in the media

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Whose voice guides your choice?

How do you decide who is the best candidate…

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or which is the best toothpaste ?

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Looking for facts to back up your choice is an excellent idea, but find out who is presenting those facts.

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Are they facts at all, or is the advertiser using propaganda techniques to persuade you?

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What are Propaganda techniques?

• Propaganda is designed to persuade.

• Its purpose is to influence your opinions, emotions, attitudes, or behavior.

• It seeks to “guide your choice.”

Everywhere you turn, someone is trying to persuade you.

Trying to make you buy something

Trying to make you do something

Trying to make you not do something

Trying to control you

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2

5

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Trying to make you feel something

•These are questions you should ask yourself.

The following slide contains many examples of how you are bombarded every day with persuasive messages.

What are some of the techniques used to persuade us?•Bandwagon•Name-calling•Testimonial•Glittering Generality•Plain-folks appeal•Transfer•Emotional (Loaded) words•Faulty Reasoning or Fallacies•Fear

Bandwagon•Everybody is doing this.

•If you want to fit in, you need to “jump on the bandwagon” and do it too.

•The implication is that you must JOIN in to FIT in.

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For example:

If the whole world uses this VISA card, you must need one too.

Bank of the World Visa Card-You can use it from Tennessee to

Timbuktu-anywhere you travel in whole

wide world !!

Sign up today at www.bowvisa.com

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Name-calling

•A negative word or feeling is attached to an idea, product, or person.

• If that word or feeling goes along with that person or idea, the implication is that we shouldn’t be interested in it.

For example:Do we want a mayor who will leave us in debt?

Spending grew 100%

under Mayor Moneybags!

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Testimonial

•A famous person endorses an idea, a product, or a candidate.

•If someone famous uses this product, believes this idea, or supports this candidate, so should we.

For example:

If we drink milk we will all be as famous as Milly the model.

Milly the Model asks, “Got Milk?”

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Glittering Generality

•A commonly admired virtue is used to inspire positive feelings for a person, idea, or product.

•Words like truth, democracy, beauty, and timeless are examples of those general terms.

For example:

If you want to be brighter, you’ll support Bill Brite.

Look on the bright side!

Vote for Bill Brite !

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Other examples of glittering generality.

http://www.youtube.com/watch?v=bg_zxsxyKyM

Open Happiness- Coca Cola Ad 2011

Plain-folks appeal

This idea, product, or person is associated with normal, everyday people and activities.

For Example:

We want a Jim Smith, a mayor who supports the regular American worker.

Vote for SmithClipart-Microsoft Office XP 2002

Examples:

http://www.youtube.com/watch?v=VTkUeb6zQFA

President George Bush Sr. goes fishing.

President Bill Clinton plays the saxophone.

Yes, this is testimonial, but it is also plain folks. He’s acting like an everyday guy in his Wrangler jeans.

President Obama playing basketball.

Transfer

•Symbols, quotes, or images of famous people are used to convey a message or endorse a product.

•The message may not necessarily be associated with them. The celebrity may not actually use the product.

For example:

Joe uses symbols of America to tie his restaurant to American values for Independence Day.

Celebrate the American Way this 4th of July-

Eat at Joe’s

Joe’s Barbeque

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Emotional (Loaded) words

•Words that are attached to emotional feelings. They are used to describe a product, person, or idea, or they are used to persuade people.

•We associate those words and, therefore, those positive feelings with the product.

For example:

What feelings are inspired by the words “true love”? If you wear this cologne will someone fall in love with you?

True LoveClipart-Microsoft Office XP 2002

More examples of Loaded Words:

Faulty Reasoning/ Fallacies- false way of thinking

•Christians believe in God.

•Muslims believe in God.

•Christians are Muslims.Anyone who knows anything about either religion will know that this is not true. It is faulty reasoning.

For example:

Does this mean that teachers need medication to keep their cool during the school day ?

No, but it implies that teachers need medication. This is faulty reasoning.

This also implies that all teachers are on some sort of medication; this is also false.

More teachers recommend Calm-me to help them make it through the day

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More fallacies:

•Kimmy is goofy and bubbly.

•Kimmy is a blonde.

•Jane is mean and hateful

•Jane is a redhead.

•Faulty Conclusion: All redheads are mean and all blondes are sweet and fun.

Appeal to Fear•Our fears are displayed.

•Ideas, candidates, or products are shown to put our fears to rest.

For example:

If you use Safety Ware it will keep people from stealing your identity

Guard against Identity theft

Use Safety Ware

www.safetyware.com

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http://www.youtube.com/watch?v=ln-YViin6p0

Life Call Commercial

Personal Attack {ad hominem} This technique attacks someone on a personal level rather than arguing with his or her viewpoint

1.Jimmy makes claim X. 2. Ryan makes an attack on person Jimmy. 3. Therefore people think Jimmy’s claim is false.

The attack has nothing to do with the logical thinking behind Jimmy’s claim, but because Ryan attacked Jimmy’s character, people dislike Jimmy.

http://www.youtube.com/watch?v=3C1uJdpSJsY

Attack ad on Herman Cain

False dilemma: A False Dilemma is a fallacy in which a person uses the following pattern of "reasoning":

• This is known as the either or fallacy. This is when only two options are given, both of which are usually two extremes.

•Example: “There are only TWO TYPES of people in this world: Oakland Patriots and those who want to be an Oakland Patriot.”

Example of a false dilemma: Jenny is either a democrat or republican.

What if she is neither?

Definition:

This is a comparison between two things that are not similar enough to be compared.

Examples: 1. Employees are like nails. Just as nails must be hit in the head in order to make them work, so must employees. ( It’s a false analogy because you can’t actually hit your employees in the head and expect them to do their job).

2. Government is like business, so just as business must be sensitive primarily to the bottom line, so also must government. (But the objectives of government and business are completely different, so probably they will have to meet different criteria.)

False Analogy

Slippery Slope

•The belief that an event will occur based on other previous events that have occurred. This is usually an exaggeration.

Examples of Slippery Slope1."We have to stop the tuition increase! The next thing you know, they'll be charging $40,000 a semester!"

2. "You can never give anyone a break. If you do, they'll walk all over you."

3. "We've got to stop them from banning books in High School libraries. Once they start banning one form of literature, they will never stop. Next thing you know, they will be burning all the books!"

Non sequitur

Foreign Word

When someone says something that has nothing to do with what was previously stated.

A fallacy when someone attempts to be an expert when he/she is not, or when people look at someone as an authority on a subject that he/she is not an

authority on.

An Appeal to Authority is a fallacy with the following form: 1.Jimmy (claimed to be) an authority on a subject. 2.Jimmy makes a claim about that subject. 3.Therefore, the claim must be true because Jimmy says he’s an expert.

False Authority:

Can you think of another example?

Misuse of Statistics

When an author, commercial, or person uses statistical numbers in an incorrect or untruthful manner. This is usually done by withholding information.

Examples of Misuse of statistics on Commercials: Innocent Mother Sent To Prison over Statistical Errorhttp://www.youtube.com/watch?v=7F03Wf3Ivzs

Sprint Commercialhttp://www.youtube.com/watch?v=NlwBO36OeUQ

Snob Appeal

This technique plays on the audience’s desire for the finer things in life such as expensive cars, jewelry, or designer clothing.

Direct TV Commercialhttp://www.youtube.com/watch?v=rkB9OT2XVvA

Cadillac Commercial http://www.youtube.com/watch?v=jkEw1rsBUak

CÎROC Luck Be a Lady Commercial http://www.youtube.com/watch?v=3nXyrfl3FZg

As we watch this next video clip, make a list of all the types of persuasion that are used.

http://www.youtube.com/watch?v=ufs__5DjEao&feature=endscreen&NR=1

Phone Around Your Neck - Parody ( A type of satire)

How do we make sure that we are making informed choices,

instead of allowing others to sway us in our decision-making?

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We make our own choices when …•we read and listen to reliable sources,

•we watch for combinations of truths and lies,

•we check for hidden messages,

•we watch for use of propaganda techniques,

Writers usually construct arguments using three parts:

1. A claim

2. Support

3. A counter argument

Let’s look at these parts in more detail.

Appeal to Pity

Analogy: Comparing Individuality to different kinds of music.

Now we are going to watch two short political ads from 1964

What persuasive devices can you identify?

Ice cream http://www.youtube.com/watch?v=U-VzZQGWOqA&feature=endscreen&NR=1

Daisy http://www.youtube.com/watch?v=dDTBnsqxZ3k

Write down the types of persuasive devices you noticed that were used in these two ads.

Get out a blank sheet of paper. Write a few paragraphs explaining why you think President Johnson chose to use the persuasive devices he used, and explain the effect it might have had on voters. Make sure you back up your ideas with specific details from the ads.