propaganda_technique

Exercise 1:
Students break in to groups of three.
   Create a collage that defines each of the techniques.
   Definitions of techniques are word processed.
   Scour magazines and newspapers for one example of each propaganda technique.

Propaganda Techniques in Advertising

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The word "propaganda" typically carries a negative connotation. One tends to associate the
   spreading of "propaganda" with politicians during an election campaign or with nations, especially
   during wartime. According to the 1996 edition of Webster's Encyclopedic Unabridged Dictionary
of the English Language the following definiton is listed:
            propaganda, n.: information, ideas, or rumors deliberately spread widely to
                        help or harm a person, group, movemment, institution, nation, etc.
Emphasis mine.
For this reason, consumers need to look and listen carefully to advertisements which are
deliberatley spread--through commercials and printed material. Advertisements or commercials
are created solely for the    purpose of helping an institution or group--companies with goods
   to sell--in order to make a profit.

1) Bandwagon uses the argument that because everyone is doing it, so should you.
      Example: "Everyone is wearing XXX Running Shoes!"

2) Exigency creates the impression that your immediate action is required before you lose
      out.
        Example: "This Saturday & Sunday only! All shoes are half-priced!"

3) Flag Waving connects the product or person to patriotism.
         Example: "Me buy a foreign car? Never! I'm all-American!

4) Glittering Generalities is the use of positive or idealistic words based on a minor
       detail to create a positive association between the product or person to something that is
       valued.
           Example: "Sheila has used our tennis raquets for the past ten years. You couldn't
                           find a more responsible sportsperson!"

5) Name calling uses negative words or makes derogatory statements in order to create
      an negative impression of the product/politician.
         Example: "John Smith never served in the military. Do you want him to run our fair
                         city?"
                         (What isn't shared is that John Smith was not of age to enlist.)

6) Plain folks uses a person who represents a "typical" member or the target audience.
         Example: "If you are a hay-fever sufferer like I am, No-Sneeze is for you."

7) Prestige identification shows the product/person with a famous person.
          Example: "We treat all of our shoppers like a star." (celebrity is seen walking into the
                           store)

8)   Snob appeal associates a product/person with successful, wealthy, good-looking
        people, thus, leaving the impression that by purchaising the product/supports the
        person, audience members will become a member of the same crowd.
           Example: "Use Lash-Lengthening Mascara and count your offers for dates!"
                             (Lady is gorgeous and is surrounded by handsome men.)

9) Testimonial uses the testimony of one the viewer would trust.
          Example: "I'm a dentist and I trust my smile to All-Brite Tooth Paste."

10) Transfer links a goal or ideal to a product. This method relies upon transferring the
         audiences positive feelings toward a goal to a product.
            Example: "Worried about air pollution? Buy our new Star 4-wheel drive."

Note: Loaded words, that is, words that will cause the consumer to feel either positive or
negative towards a product or person occur frequently in Glitering Generalities & Name Calling.

Propaganda Techniques Used

Exercise 2:
Create a new product.
Create 3 dimensional representation of your product.
Decide which of the above propaganda techniques to include in your advertising campaign
Using a publishing program, create a brochure that inform consumers and
advertise the product.

Now that the students are familiar with propaganda techniques, they are ready to create individual products.
(I do not use groups for the next segment.)