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,
and it is 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:
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 |
Target Audience |
Product Advertised |
Type(s) of Devices Used in Ad |
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