Propaganda

Definition

Use of arguments to convince someone of something Used by advertisers to get consumers to buy Used by politicians to get people to vote Used by groups to convince us that their point-of-view

is right

You use it on: Parents Teachers Friends Self

Problems with propaganda

Can be used to deceive ourselvesClouds realityGets in way of clear an honest thinkingCan be used to manipulate instead of

convinceFALLACY: error in reasoning

Fakery

Tries to convince consumer that product is good without describing any real merits of the product Association

Placing a product with something that people like or believe in

Bottle of perfume with Rolls Royce The Rock (of Gibraltar) “… said so!”

Fancy Words The words used have prestige (EUPHEMISMS) Ingredients that have unpronounceable names Testimonials by stars (Michael Jordan wears Nikes &

Hanes Astronauts endorse drinks…etc.

etc

Feelings Use emotional words for control (GLITTERING

GENERALITIES) Describe car as low, sleek, powerful Or as a gas guzzler with a cramped interior…

Misery Used most effectively by charities Appeals to human sympathy Cute animals, starving children “I have to pass or my dad will kill me!”

Attitude Salesman/politician tells you exactly what you want to

hear Can make same car out to be powerful or

economical… can it be both? If everything about this sounds pleasing, you may be

blinded! Check out defects as well as virtues!

Popular Appeal Average everyday woman discovers THIS brand works

best Supposed to identify with this person (Everyman) BANDWAGON: support an idea or product because

millions of others do “all the other kids are going…”

Sex Appeal

If you use this product, you’ll become more sexy/attractive to the opposite sex

Transfer

With the use of this product, you’ll become: Wealthy Popular Sexy

ORWITHOUT the use of this product, you’ll

become: Poor Desperate Ugly

Analyze Ad

1) What is being sold?2) Who is the intended audience?3) What is the audience’s age group?4) What propaganda is being utilized?

How can you tell?