EQ: What is propaganda and how

does it influence?

The deliberate attempt to influence a mass audience to act or think a certain way. Usually the term is associated with intent to deceive.

Because it has its roots in the connections in your brain.

Certain images, colors, and words have emotions connected to them.

Denotative – the “dictionary definition” of word.

Connotative – the “implied” meaning of the word. Usually based on emotional and personal responses to a word or image.

Literal Word What does it imply, it’s connotation?

A bird

Green

Red

White

Blue

Baby/Child

Freedom No limits Peace Fragility

Innocence A new

beginning Foolishness Naive The future Hope

Energy, war, danger, strength, power, love, passion, courage

High visibility and energy

Enhances metabolism, increases respiration and blood pressure

Nature

Growth, harmony, fertility, freshness

Restful and calming

Stability, endurance

Wealth = money

Tranquility/calmness

Sincerity and piety

Intellect, precision

Cleanliness

Masculine

Suppresses appetite

Light, goodness, innocence, purity

Safety, cleanliness, and sterility

Simplicity

Uses commonly held, but oversimplified or unfair images of a group to make a point, that usually is not even true. Often useful in swaying uneducated audiences.

Ex: These foreigners who come here and take all our jobs and suck dry all the social benefits of our democratic system.

Plays on a listener's fears. The message says: if you don’t do a certain thing (or if you don’t think in a certain way) something that you fear very much will happen.

Ex: If you don’t get this security system for your house, then you are sure to get robbed.

Derogatory language or words that carry a negative connotation when describing an enemy. Name calling can arouse prejudice among the public by labeling the target something that the public dislikes.

Ex: Political Cartoons making fun of Obama/Romney.

Calling people “Commies”

All human beings need food, drink, clothing and shelter in order to survive. We also have emotional needs: We need to be loved and cared for, to have meaningful work, to have a sense of dignity and self worth. A person is bribed or tempted by appealing to their human needs/desires.

Ex: Cosmetic company using sex appeal to sell their product.

This technique makes one feel sorry for someone, or a group, that doesn’t have what they need/want.

Ex: Showing photographs of the tsunami in Japan to influence people to give to charity.

Certain words arouse such strong emotional responses that they are called loaded words because they are loaded with emotion.

EX: peace, patriotism, and morale

Using a confusing message to make a consumer unsure or not understand so they give in or buy product.

Ex: "Are your children in danger?" We commonly hear announcements that

"bad chemicals" or "known carcinogens" are out there, without objective data to clarify whether the type, amount, and location of the substance could actually hurt anyone

When a message is “drummed” into a listener’s consciousness, it tends to be remembered.

Ex: When looking at a target commercial you might see the red bulls -eye symbol repeated all over everything.

Just as there are loaded words, certain images are loaded with powerful emotional associations. These images tend to make us “feel good.” In the same manner , words that are opposite can make us feel bad.

Ex: Uncle Sam

Since most people like to be a part of the crowd, the propagandist can win over many followers if he/she can convince their listeners that everyone else is following a certain trend.

Ex: Everyone else has an I-pod so I need one too.

Someone gives their word that a product or idea works.  Often it’s a famous, respected person.

Ex: When celebrities endorse products… for instance Athletes and Wheates or Actresses with Covergirl make up.

9 out of 10 dentist recommend this toothpaste.

A “catchy” slogan is more easily remembered than an complicated and perhaps more accurate explanation.

Ex: Sleep Country U.S.A….

A propagandist can convince people that he is one of the “plain folks” who is one of the common citizens rather than a leader who is not a part of the general group.

The people will believe that since the propagandist claims to be one of them, he/she is trustworthy and has their best interest at heart.

Ex: Sarah Palin’s reality tv show, Alaska.

Mitt Romney working with children

Hilary Clinton helping a dog shelter

View the short Levi’s commercial and place an * next to each propaganda technique that you see being used.

Be ready to share out!

http://www.youtube.com/watch?v=FdW1CjbCNxw&feature=player_embedded#at=32

is a device by which the propagandist carries over the authority and prestige of something we respect to something he would have us accept.

Ex: “The American pioneers worked hard because they cared about the future. If you care about the future of your family, then see your agent at Pioneer Insurance.”

Select an ad that you can explain the propaganda technique being used.

Tear the ad out.

Write down at least two techniques and be ready to share out!