Propaganda Techniques

Same Picture – Different Feeling Evoked?

The Media is Powerful

Propaganda Techniques

What is propaganda?

• Propaganda is a way of manipulating people using images and words to achieve a desired affect or outcome.

• Propaganda can cloud reality and get in the way of clear and honest thinking.

• As consumers of media, you should be informed of the techniques advertisers use to gain favor with you– sometimes without you even realizing it!

Advertising = Persuasion

Common Forms of Propaganda

Bandwagon

• This technique is contrived peer pressure: no one wants to be left out or behind.

Example:

Hop on the bandwagon or else you don’t fit in!

Everyone is doing it, so you should, too!

Bandwagon in Politics

What words in this advertisement suggest the bandwagon appeal?

Bandwagon in Advertisements

Slogans• A slogan is a catchword or phrase loaded with

emotion and goodwill.• Slogans are a type of oversimplification- an

entire product /viewpoint is boiled down to just a single sentence.

• Slogans are usually clever and easy to remember so that consumers remember the product or message.

What are some memorable slogans ?

Famous Slogans• “Yes we can!” (Obama Campaign) • “Remember the Alamo.”• “Just do it.” (Nike) • “Keeps going and going and going…” (Energizer) • “Maybe she's born with it - maybe it's Maybelline.”• "Silly Rabbit, Trix are for Kids" • “Snap, Crackle, and Pop” (Rice Krispies) • “They’re grrrreat!” (Frosted Flakes) • “Ford is the Best in Texas.”• “Only you can prevent forest fires.” • “An Army of one.”

How are slogans used in Animal Farm?

Emotional Appeals

• Advertisers use emotional appeals to play on common human triggers.

• Advertisements can tug on feelings of happiness, anger, guilt, nostalgia, sadness, humor, charity, and fear to prompt us into action.

Emotional Appeals

How does this advertisement appeal to emotion?

Emotional Appeals in Advertisements

What emotion is being appealed to in this campaign?

But don’t believe everything you see!

Logical Fallacies

• Sometimes advertisers prey on the audience not paying attention to how he/she is being manipulated.

• Fallacies are errors in reasoning, or false assumptions.

Common Logical Fallacies

Syllogism• A syllogism is a technique that creates a

comparison in people’s minds between two unrelated things.

• The fallacy exists when you make a comparison that can’t be supported.

Ex: All men are alive. All dogs are alive. Therefore all men are dogs.

A + B = C

Glittering Generalities

• Glittering Generalities are empty words that make us approve or accept something without examining real evidence.

• It is called “glittering” because it is falsely attractive.

• Healthy • Strength • Peace• Change• Hope • Freedom• Good or Bad• Better or Worse

Glittering Generalities

Why are these words “glittering”?

Scapegoat

• A scapegoat is a person or thing blamed for the misfortune of others.

• The fallacy is that some people will try to

oversimplify a complicated issue by pointing to a single cause.

Common ScapegoatsIn Sports

In Politics

In Movies

Media Literacy

• It is not media bashing• It is knowledge and

awareness

Questions to Ask Yourself…• Who produced the message?• For what purpose was it produced?• Who is the target audience?• What techniques are used to attract attention; increase

believability?• Who or what is left out; why?• Who gains by the message

being told in this way?

Be Informed!• Make informed choices instead of letting others sway

your decision-making.• You make your own choices when you:

– Read and listen to reliable sources– Watch for combinations of truth and lies– Check for hidden messages– Watch for use of propaganda techniques– And, most importantly, remember to…