Download Advertising and Propaganda Techniques

10/26 – 10/27
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Define “red tape”
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Overly burdensome rules and regulations
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Warmup
Advertising/Propaganda Techniques PPT &
Notes
Library
◦ Presidential Campaign Commercials
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Propaganda =
ideas/facts spread
deliberately to
further one’s cause,
or to damage an
opposing cause
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Plain folks = where
the speaker
presents themself
as an “average Joe”
◦ A common person
who can listen and
empathize with
another person’s
concerns
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Bandwagon =
encouraging people
to think or act in
some way because
it is the popular
thing to do
◦ Encourages people’s
nature to be “on the
winning side”
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Glittering generalities
= emotionally
appealing phrases
closely associated
with highly-valued
concepts
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Freedom
Security
Tradition
Progress
Prosperity
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Mudslinging/Name
Calling = the use of
insults and
accusations to
damage the
opponent’s
reputation
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Testimonial = An
important or
famous person
endorses a
candidate
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Transfer =
projecting positive
or negative
qualities onto a
person
◦ Can support or
discredit
◦ Common technique
is to take a picture of
the president in front
of the American flag
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Cardstacking =
manipulates the
audience’s point of
view by
emphasizing one
side of the
argument and
repressing the
other side
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Technical aspects within an ad to create the
desired effect
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Background location
Props
Music/background sounds
Camera angle
Actions
Supers/code words
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Background location
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Props
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Music/background sounds
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Obama television advertisement
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Camera angle
◦ Talking head = only the head and shoulders
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Actions
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Supers/code words
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Hardworking families
Gender neutral
Right to life
Right to choose
“The American Dream”
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We will watch some Presidential campaign ads
from www.livingroomcandidate.org
Then you’ll make your own ad!
◦ Needs to be at least 1 minute
◦ Email it to me when finished