Animal Farm-Propaganda Persuasion and Advertising Techniques
Propaganda• The manipulation and control of language to produce “half-truths” or flat out lies in order to gain support of a person, product, or cause.• Propaganda often transmits more than one message, depending on what the recipient wishes to hear or is told to hear.
Propaganda• Its an essential ingredient in a successful totalitarian regimes• Political Propaganda--attempts to gain and keep support and voters• Religious Propaganda--The first type of propaganda. Spread moral and ethical beliefs • Thought Reform and Brainwashing by cults is an extreme form of propaganda• War Propaganda--Emerged with WWI and helped to win the war by motivating support on the homefront
Unproved Assertions• An enthusiastic or energetic statement presented as a fact, although it is not necessarily true.• Saying that something is good or the “best” without using reasons, statistics, examples, or the recommendation of competent authorities to support the assertion.• "The lowest prices youll find anywhere!"• Generalizations and stereotypes are examples• They often lack support
Bandwagon• Tells the audience they should do something, buy something, or support something because other people are doing it too.• Appealing to a person’s need to belong.• “Everybody’s doing it.”• Most people want to be popular
Self-ActualizationSelf-EsteemLove and BelongingSafetyPsychological
Loaded Words and Images• Words that immediately bring an emotional response without relying on other research, statistics, or recommendations.• Involves the use of transfer • Using a well known symbol to promote a product so that people will transfer the positive feelings they have for the symbol onto the person or thing being promoted
Fear• It’s a form of emotional appeal• Exploit existing fears to create support for a course of action or proposal• Often it’s a false dilemma• Suggest X is the only option… OR ELSE! • But in reality, there’s likely other options
Scapegoating: Pinpointing the Enemy• Attributing problems to a particular person, group, etc. without regard to the truth of the accusation.
Scapegoating—A Common Enemy Click to view video about "Creating the Enemy"
Ego Tripping• Sometimes called Snob Appeal:• A play on our desire for fancy things and the "good life".• Jewelry• Expensive cars• Perfumes• Designer clothing• Accessories
Name Calling• Occurs often in politics and wartime• It is the use of derogatory language or words that carry a negative connotation when describing an enemy.• Attempts to arouse prejudice among the public by labeling the target something that the public dislikes.• Sarcasm and ridicule in political cartoons or writings.
Name Calling• Advertisements that show product comparisons criticizing the competition• Coke and Pepsi• Att and Verizon• Mac and PC• Budweiser and Miller
Slogans• Simple, catchy words and phrases that stick in people’s minds but often without giving all the important details of a person or product.• "Just do it."• "Have it your way."• "Think outside the bun.”
The Power Of Slogans “Support our Troops.”•Message 1=Support the men and women riskingtheir lives fighting for our freedoms•Message 2=Support our policies that sent us to warand the decisions that got us into the mess•View Clip•Noam Chomsky: Slogan Propaganda “Support ourtroops”
Name Dropping: Testimonials and Endorsements• Famous athletes, television and film stars or other respected personalities promote a product or a cause, even though they are not authorities on the subject.
Name Dropping: Testimonials and Endorsements• Testimonials can also come from less famous people.• "I lost 30 pounds on the Nurtisystem Diet!"• Anyone “testifying” that something worked for them.
Glittering Generalities• Trying to make some simple, general, product or idea seem better than it is.• When a commercial uses flashy colors and words to gain the attention of the audience.• Sometimes involves catchy music or an enthusiastic announcer.
Plain Folk• Trying to appeal to the common values of a population ie. Patriotism.• Can also be a type of testimonial• Using what appear to be normal people testifying that a product works for them.
Scientific Claims• Using tests, statistics, pseudo-science and technical jargon to lend credibility to something.• "This chair is ergonomically designed for the best fit!" "Clinically proven!"• Send the message that they evidence that their product does what its suppose to do and is the best on the market at doing that certain thing.• Scientific evidence makes people more likely to buy in to the message or product.
Propaganda SamplesView this video for examples of the various techniques mentioned abovePropaganda Collection of Examples