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Q3M2-USING PROPAGANDA TECHNIQUES.pptx
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- 2. MOST ESSENTIAL LEARNINGCOMPETENCY Analyze intention of words or expressions used in propaganda techniques. Objectives: As a learner of this module, you are expected to: 1. identify the different propaganda techniques; 2. evaluate the words and expressions as tools used in propaganda techniques; 3. demonstrate the importance of understanding the intentions of words used in a propaganda; 4. examine a propaganda in terms of techniques and intention of words used.
- 12. Card Stacking Propaganda Examples BurgerKing. The advertisers of this fast-food giant used terms like “30% fewer calories” to advertise their fries. It is unclear that the amount of calories in their fries is lesser than whom. Assuming that they made a truthful claim of reducing the calories, it is unclear whether reducing calories directly implies a fat reduction. In that case, the negative aspects are voluntarily hidden. Even though the new fries are claiming to be better than the previous ones, they are still rich in fats and contain calories in general, for any human being, is easily omitted. The details of how the taste is promised to be increased are also not clear. This is a classic example of Card Stacking.
- 13. Card Stacking Propaganda Examples PizzaHut. Now operating worldwide, the American restaurant chain has used the card stacking technique multiple times to mislead or influence their customers. One of the examples of Pizza Hut furthering this propaganda is when they made a promise to give “50% more” with “50% more meat” and “50% more cheese”. This information is misleading as the statistics cannot be proven. The customers cannot identify and verify this promise of “50% more”. The advertisers have successfully managed to present a rosy (or cheesy in this case) picture that presents factual data that can neither be denied nor be verified. They have chosen to rely upon statistics as people are more likely to believe what they see or
- 14. Card Stacking Propaganda Examples Mr.Clean. A brand fully owned by Procter and Gamble is an all-purpose cleaner. This brand attracts the customers by using words like “Magic Eraser,” which leads to an image of an easy and affordable way for customers to clean their floors and tiles. The advertiser also claims that their new variant is “50% stronger than the previous one”—another classic use of stats to create a more believable statement. There is also a possibility that the past variant was not useful, and this is an improvement yet not of much use. Still, the use of words and convincing images adds to making the audience believe in the effectiveness of this particular product and ignore the negative
- 16. Examples: "Republican", "Tree-Hugger", "Nazi", "Environmentalist","Special-Interest Group". The most obvious type of name calling involves bad names. For example, consider the following: •commie •fascist •pig •yuppie •libtard •extremist •terrorist •queer •racist •snowflake •cuck
- 18. Examples: "This is thewill of the People", "Most Americans...". Another example would be when the speaker tells a story about a family or people that are "just like you" to reinforce the speaker's point of view.
- 20. Examples: "Natural", "Democratic", "Organic","Scientific", "Ecological", "Sustainable".
- 23. Be Part ofthe "Cool" Crowd This method doesn't work only for tweens and teens who are desperate to fit into social circles. It appeals to everybody's desire to feel a part of something fun and great. •Maybelline: The skin care and makeup company took this bold position with its mascara, claiming that it was "America's favorite mascara." Maybelline claims that the mascara is immensely popular not only because it is a great product, but also because it uses patriotism as a tool. •Oral B: The toothpaste company used the same patriotic appeal in Australia that Maybelline did in America. Its ad stated, "Australia, you've made the switch." It suggests that smart Australians realized the superior benefits of Oral B toothpaste, and then switched from brands that they had probably previously felt very loyal toward.
- 24. Get on theWinning Side People like to be winners, not losers. This is natural. Some bandwagon advertising states that a certain position is the winning position and then challenges consumers to get in on the right side. This is popular with political campaigns. •Barack Obama: He shared a visionary approach, built on a perceived need for change and hope, with "A New Beginning." The idea was that without him, America was doomed and that Obama offered the ticket to a winning America. •Donald Trump: His campaign slogan, "Make America Great Again," used historical pride. As an international leader, America once had the strongest military and the strongest economy. The idea is that America has lost its winning edge and that Trump is the one to bring it back.
- 25. Don't Get LeftBehind Being left out or left behind makes many feel anxious. Copywriters use limited time-offer techniques or tout that only limited numbers of items are left, which are specifically designed to create urgency in the minds of consumers. •McDonald's: The burger giant frequently uses the ploy of a limited time offer, whether the ad is touting the Shamrock Shake, the McRib or the Mac Jr. This encourages people to get to McDonald's and to buy the limited-time offer items before that time is up. This tactic also works well with Happy Meal toys -- getting kids to bring in their parents to collect the whole set of toys while they are still available. •Tony Robbins: The self-help master sells out crowds globally in convention halls -- with tickets that cost thousands of dollars. As widely popular as he is, his marketing encourages people to register before tickets sell out or for them to buy a new program before the price goes up.