Download Propaganda and Advertising

Propaganda and Advertising
■ What is the difference between propaganda and
advertising?
■ In today’s world, excessive use of technology and
unfair methods have made the line between
propaganda and advertising very blurred; however,
it is important to explore the difference between
them and understand what they both represent.
Propaganda v. Advertising
■ Propaganda
– distorting facts and adding false statements to promote a political
ideology or sell products, encouraging people to believe things which
might not all be true or correct.
– In most cases, propaganda is put out in support of some specific cause;
not important if the information being provided is beneficial to others or
not.
■ Advertising
– the way to show off products and services, presenting them in such a way
that they look good so that consumers are attracted to them.
– advertising is all about presenting things which exist and just need to be
made accessible to consumers (whereas propaganda is making up
something which may not even exist for the sole reason of selling an
ideology)
Advertising Techniques
■ Glittering Generalities
– vague sweeping statements made using
language associated with values and beliefs
deeply held by the audience, but without
providing supporting information or reason.
– Using emotionally appealing words with no basis
to evoke a positive response
■ Target audience?
■ Features you can identify
which make this a
glittering generality?
■ How does the layout
emphasize the
technique? Font? Colors?
Props? Photographic
techniques?
■ Effective?
Advertising Techniques
■ Name Calling / Labeling
– Links a person or idea to a negative symbol
– Using words to incite fear and prejudices and
create a negative opinion; or diminish or
discredit a person, class or idea.
– Similar to trash talking
■ Target audience?
■ Features you can
identify which make
this an example of
name-calling /
labeling?
■ How does the layout
emphasize the
technique? Font?
Colors? Props?
Photographic
techniques?
■ Effective?
Advertising Techniques
■ Testimonial
– A famous person recommends a product or
gives a political endorsement
■ Target audience?
■ Features you can identify
which make this a
testimonial?
■ How does the layout
emphasize the technique?
Font? Colors? Props?
Photographic techniques?
■ Effective?
Advertising Techniques
■ Plain Folks
– Appeals to regular people and their values such
as health, family and patriotism
■ Target audience?
■ Features you can identify
which make this a plain folks
appeal?
■ How does the layout
emphasize the technique?
Font? Colors? Props?
Photographic techniques?
■ Effective?
Advertising Techniques
■ Bandwagon
– An appeal to be part of the group – you must
join to fit in, be accepted
■ Target audience?
■ Features you can identify
which make this a
bandwagon appeal?
■ How does the layout
emphasize the technique?
Font? Colors? Props?
Photographic techniques?
■ Effective?
Advertising Techniques
■ Transfer
– An appeal—through symbols, quotes and
images—that helps a person imagine
themselves as part of a picture.
– Appeals to a person’s imagination of something
well-liked or trusted.
■ Target audience?
■ Features you can identify which
make this a transfer appeal?
■ How does the layout emphasize
the technique? Font? Colors?
Props? Photographic techniques?
■ Effective?
Advertising Techniques
■ Card stacking
– Manipulating information to make a product
appear better than it is, often by unfair
comparison or omitting facts
■ Target audience?
■ Features you can identify which make
this a card-stacking appeal?
■ How does the layout emphasize the
technique? Font? Colors? Props?
Photographic techniques?
■ Effective?
Advertising Techniques
■ Repetition
– Keeps the product or idea at the forefront of the
consumer’s mind
– “Repetition is the mother of all learning.”
■ Target audience?
■ Features you can identify which make
this an example of reptition?
■ How does the layout emphasize the
technique? Font? Colors? Props?
Photographic techniques?
■ Effective?