Ms. Gokturk

WHAT IS PROPAGANDA?

 

Propaganda: ďThe 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 effectĒ

 

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 readerís 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, ďjust plain folks.Ē

 

6.      Stacking the Cards: DO not tell the full truth; omit important facts. A writer is directing the readerís attention to one detail.

 

7.      Bandwagon: Everyone is doing it, why arenít you? Itís time to join the crowd. Ex., Donít be different. Donít 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 donít 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


 

Title of Show Watched & Time & Channel

Target Audience

Product Advertised

Type(s) of Devices Used in Ad