Download For example

Whose voice guides your
choice?
Clipart-Microsoft Office XP 2002
Propaganda techniques in the media
How do you decide who is the best
candidate…
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or which is the
best toothpaste ?
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Looking for facts to back up your choice
is an excellent idea, but it is also a good
idea to find out WHO is presenting those
facts.
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Are they facts at all, or is the
advertiser using propaganda
techniques to persuade you?
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What are Propaganda
techniques?
• Propaganda is designed to
persuade.
• Its purpose is to influence your
opinions, emotions, attitudes,
or behavior.
• It seeks to “guide your choice.”
Who uses Propaganda?
•Military
•Media
•Advertisers
•Politicians
•You and I
What are some of the techniques
used to persuade us?
•Bandwagon
•Name-calling
•Endorsement
•Glittering Generality
•Plain-folks appeal
•Association
•False Syllogisms
•Fear/Shock Tactics
•Repetition
•Air and Rebut the Others POV
•Tabloid Thinking
•Intertextual References
•Card Stacking
•Slanted Words
Bandwagon
•Everybody is doing this.
•If you want to fit in, you need to “jump on the
bandwagon” and do it too.
•The implication (suggestion) is that you must JOIN in to
FIT in.
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For example:
If the whole world
uses this VISA card,
you must need one
too.
Bank of the World Visa CardYou can use it from Tennessee to
Timbuktuanywhere you travel in whole wide
world !!
Sign up today at www.bowvisa.com
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Name-calling
•A negative word or feeling is attached to an idea,
product, or person.
• If that word or feeling goes along with that person
or idea, the implication is that we shouldn’t be
interested in it.
For example:
Do we want a mayor who will leave us in debt?
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Spending grew 100%
under Mayor Moneybags!
Endorsement
•A famous person endorses an idea, a product, a
candidate.
•If someone famous uses this product, believes
this idea, or supports this candidate, so should we.
NOT!
For example:
If we drink milk, we will all
be as famous as Milly the
model.
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Milly the Model
asks, “Got Milk?”
Glittering Generality
•A commonly admired virtue is used to inspire positive
feelings for a person, idea, or product.
•Words like truth, democracy, beauty, timeless are
examples of those general terms but they don’t really
say anything. (other examples: patriotic, catchy, or
attractive)
For example:
If you want to
be brighter,
you’ll support
Bill Brite.
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Look on the bright
side!
Vote for Bill Brite !
Plain-folks appeal
This idea, product, or person is associated
with normal, everyday people and
activities.
For Example:
We want a Jim Smith, a mayor who supports the regular
American worker.
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Vote for Smith
Association
•Symbols, quotes, ideas or images are used to
convey a message.
•The message may not necessarily be associated
with them.
•Wants audience to connect product with that
positive idea.
For example:
Joe uses symbols of America
to tie his restaurant to
American values for
Independence Day.
Celebrate
the American
Way this 4th
of JulyEat at Joe’s
Joe’s Barbeque
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False Syllogisms
•Factual supporting details are used though
they do not support the conclusion. It works
like this:
•Christians believe in God.
•Muslims believe in God.
•Christians are Muslims.
For example:
Does this mean that
teachers need medication
to keep their cool during
the school day ?
More teachers
recommend Calmme to help them
make it through the
day
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Fear or Shock Tactics
•Our fears are displayed.
•Ideas, candidates, or
products are shown to put
our fears to rest.
For example:
If you use Safety Ware it
will prevent people from
stealing your identity-or
will it?
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Guard against
Identity theft
Use Safety Ware
www.safetyware.com
Repetition
 It is used to keep an idea repeating in a person’s mind.
 Writer’s may repeat a word, phrase, or an entire sentence
for emphasis.
Example
Adults like Joe’s Pizza, Kids like
Joe’s Pizza. Boys like Joe’s
Pizza. Girls like Joe’s Pizza. I
bet you’ll like Joe’s Pizza too.
Air and Rebut the others Point of View
 The speaker tells the opposite POV from his/her own and
then explains why it is not right.
 By showing the reader the other side’s view, the speaker is
trying to show that his/her side is the better side.
Example
 “ My opponent says that kids
should spend all day
watching TV and playing
video games. I believe kids
should study everyday. If kids
don’t study how will they ever
learn.”
Tabloid Thinking
 A generalization that oversimplifies the issue.
 They take the idea or product and explain it to the
audience “in a nutshell”- making it too simple.
Example
 “We don’t have lockers
because the teachers are
MEAN! They have plenty of
places to keep their books.
What about ours?”
Intertextual References
 Used by speakers and advertisers to relate
their product or idea to a separate product or
idea
 The speakers and advertisers mention that
other product or idea to talk about their
product in terms of the other, sometimes
criticizing that other product
Example
 Quiznos offers a large
deli sandwich at the
same price as those
other guys, but with 2
times more meat.
Card Stacking
 Focuses solely on one side of an argument and ignores all
other viewpoints.
Example
 Diet Coke has all the
taste of regular Coke
without the calories
and sugar.
 (adverse reactions of
aspartame: blindness
in one or both eyes,
depression, insomnia,
gradual weight gain,
etc..)
Slanted Words
 Words that are carefully selected to change the meaning
of things.
Example
 97 Mazda pre-owned
4 door sedan for sale.
This car is red hot and
on fire.
 (literally)
How do we make sure that we are making informed
choices,
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instead of allowing others to sway us in our decisionmaking?
We make our own choices when …
•we read and listen to reliable sources,
•we watch for combinations of truths and lies,
•we check for hidden messages,
•we watch for use of propaganda techniques,
and, most importantly,
www.scottish.parliament.uk/ educationservice
WHEN WE LISTEN TO OUR OWN
VOICES !