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

 

Title of Show Watched

Target Audience

Product Advertised

Type(s) of Devices Used in Ad