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Name_________________________________________ PROPAGANDA PROJECT Period__________ Due: Wednesday, Feb. 8th Directions: Watch this Sunday’s Super Bowl game, or rather the commercials, to analyze the propaganda techniques used to promote brand awareness or to get consumers to change an attitude or behavior. Use your notes and any handouts to help you identify the techniques used. Write an explanation describing how you see the techniques used in each commercial. Analyze a minimum of eight (8) commercials—see example below. (Please choose school appropriate examples only!) Print this page and place a checkmark next to the techniques you identified in your chosen commercials. _____Testimonial _____Glittering Generalities _____Repetition _____ Plain folk _____Name Calling _____ Collective memories _____Transfer _____Faulty Reasoning _____Strong women _____Fear _____Humanizing technology _____Bandwagon _____Otherness ____Mass marketing to a _____Slogan subculture _____Emotional Appeal ____Card Stacking Each commercial analysis must include the following: 1. Brand name 2. Product 3. 3-5 Techniques per commercial 4. Explanation of how the techniques were used 5. Rate the overall effectiveness of commercial according to your preferences. https://www.nfl.com/super-bowl/commercials Example: (Neatly written or typed) First & Last Name Period __ Date You may not use the Buick Ad for this project. Super Bowl 2017 Commercial Analysis Commercial #1: Buick [General Motors] Product: Automobile Propaganda Techniques: Testimonial, Plain Folks, Repetition, Collective Memories, Humor Explanation: The use of celebrity icons, Panthers quarterback Cam Newton and Australian model Miranda Kerr, as spokespersons is the propaganda technique defined as testimonial. Regular everyday people doing regular everyday activities such as driving vehicles to the ballfield to watch an afternoon game of Pee Wee football is an example of plain folks. Throughout the ad, the actors repeatedly used the brand name “Buick” to reinforce the products profiled; this is an example of the propaganda technique referred to as repetition. Families and friends gathering around the ballfield to watch a game and celebrate friendly competition represents collective memories. Finally, humor was a popular propaganda technique used throughout the commercial to illustrate the fun, playful, and stylish aspect of Buick’s new values. Rating 10: In my opinion, I felt the ad was effective because it connected to the target market through product endorsement from celebrities who resembled the intended audience. Also, the commercial was associated with the Super Bowl by using Carolina Panthers star Cam Newton as well as showing young kids playing football. The commercial is fun and showcases how beautiful and cool the vehicles are for growing families. Fantastical Fun Fact: It now costs, on average, about $5 million for a 30-second ad during the Super Bowl!