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SKILLS FOCUS Informational Skills Analyze propaganda.
Reader/Writer
Brain Breeze
Notebook
Use your RWN to complete the
activities for this selection.
Vocabulary
Analyzing Propaganda Propaganda is an extreme type of
persuasion that is usually very one-sided. It relies on appeals to our
emotions rather than on logical reasoning. Here are several common techniques used in propaganda.
Technique
The bandwagon appeal takes advantage of people’s desire to be part of a
group or to be popular.
How It Works
You are urged to do something because
everyone else is doing it: “Everyone knows
what a bargain this cell phone service is.
Why not save money like everyone else?”
A stereotype presents a narrow, fixed
idea about all the members of a
certain group.
Stereotyping makes us judge people by
their membership in a group instead of
by their individual qualities: “No politician
can be trusted.”
Name-calling is the use of labels and
loaded words to create negative feelings
about a person, group, or thing.
Instead of giving evidence to support an
argument, the name-caller makes fun
of the opponent: “Only a granola-eating
tree-hugger would think that this
rat-infested park should be protected
from developers.”
Snob appeal sends the message that
something is valuable because only
“special people” appreciate it.
The advertiser wants you to feel important: “Runway Jeans are designed
for people who insist on quality and
design—people like you.”
concentration (kahn suhn TRAY shuhn)
n.: focused attention. Effective studying
requires concentration.
enhance (ehn HANS) v.: increase; improve.
This feature can enhance the value of the
product.
complexity (kuhm PLEHK suh tee) n.: complication; difficulty. The task took a long
time to complete because of its complexity.
Word Families Concentration comes
from concentrate, and complexity comes
from complex. What other words can you
form from concentrate and complex? What
other words can you form from enhance?
Use a dictionary if you need help.
A testimonial is a recommendation
Famous people recommend a product,
made by someone who is well known but cause, or candidate, using their glamour,
not necessarily an authority.
fame, and talent to persuade you to do or
believe something.
Preparing for Constructed Response
Advertisers often use propaganda techniques to get you to purchase their products. In your Reader/Writer Notebook, list the
different propaganda techniques you find in this advertisement.
616 Unit 2 • Collection 6
Learn It Online
Try the PowerNotes version of this lesson at:
go.hrw.com
L6-616
Go
ADVERTISEMENT
Read with a Purpose
Read this magazine ad to find out what “Brain Breeze” is and does—
and to see if you’re influenced by this advertiser’s techniques.
BRAIN
BREEZE
The FIRST and ONLY Mental Power Booster that fits in the palm of your hand!
Uses music and air movement to sharpen your
concentration and clear your clouded mind!
• Study with No Effort!
• Finish Big Projects While You Relax!
• Feel Smarter and Less Stressed!
D
o you have a big test coming up? a big project
to complete? Are you so wound up with stress
that you can’t think straight? Time to open the
windows of your mind and let BRAIN BREEZE ® in!
Businesspeople, students, the guy
next door—everyone is looking for that
competitive mental edge. Now, getting that
edge is easier than you ever thought possible
with BRAIN BREEZE —the Mental Power Booster
that uses scientifically researched music and the
physics of airflow to make you more productive,
less stressed—and smarter!
A
BRAIN BREEZE is an amazing new technological
breakthrough! It increases your concentration
and keeps you at the top of your mental game
A Informational Focus Propaganda What
propaganda technique do you find in this paragraph?
while it soothes and relaxes you with a patented
combination of moving air and music—all delivered
from a device no larger than the palm of your hand!
It’s so easy to use that even the laziest couch potato
can benefit.
BRAIN BREEZE , the Mental Power Booster, was
developed by Professor Gary Fract of the University
of Hadleyburg and was tested for effectiveness
at Right Idea Labs, a scientific center for the
advancement of learning. Researchers found
that in a study of one hundred people aged
sixteen to sixty-nine, scores were raised an
average of five points overall on tests of memory
and problem-solving ability among those who
used BRAIN BREEZE .
Vocabulary concentration (kahn suhn TRAY shuhn) n.:
focused attention.
Brain Breeze 617
Amazing, room-filling, state-ofthe-art sound from one small
speaker! (Or use the lightweight
headphones, included.)
Only ten watts needed to
power the device! Works
on batteries or with
power cord (provided).
Airflow is silent. There’s
no fan and no motor, so
there’s nothing to make
noise. Our patented
technology moves air
molecules electronically.
Viewing and Interpreting
What is the advertiser trying
to get you to feel as you look
at these images?
• Weighs 14.7 ounces—less than a digital camera! Completely
portable! Use at home, in the library—on the road!
• Additional music tracks available through digital download.
(See our Web site for details.)
• Available in five fashionable colors to reflect your lifestyle and personality: Lively Lime, Tranquil Turquoise,
Shimmering Silver, Awesome Orange, and Perky Pink.
• Satisfaction guaranteed! You have fourteen days to try
BRAIN BREEZE, risk free. Return it for a complete
refund if you don’t feel smarter and less stressed!
• 90-DAY WARRANTY.
618 Unit 2 • Collection 6
High-achieving, high-income people
appreciate the BRAIN BREEZE advantage. After
using BRAIN BREEZE at his desk for two weeks,
financial planner Tony Fine realized he was
successfully dealing with two to three more
clients per day than he had been able to before.
“There’s just something about the combination
of the music and the airflow. It makes me feel
more focused and organized,” he says, “and I was
already the most organized person I know.” B
Emery Goodson, a medical student, had
been using BRAIN BREEZE for just a week when
she realized that studying no longer felt like a
chore. “BRAIN BREEZE is like this little treat I give
myself,” she says. “Now studying is something I
look forward to. It’s like a mental vacation, except
I’m working!”
C
Even elderly people can enjoy the
benefits of BRAIN BREEZE. Studies have shown
that using BRAIN BREEZE at least once a week can
vastly improve people’s memories. Imagine—no
more forgetting relatives’ birthdays!
D
BRAIN BREEZE comes fully programmed with
thirty-nine different music tracks, each carefully
selected from a research database of music
scientifically proven to enhance concentration
and problem-solving abilities. Choose from five
different airflow settings, from low to high, based
on the complexity of the work you are doing.
For information about scientific research
related to BRAIN BREEZE, all you have to do is go
B Read and Discuss What have we learned about Brain
Breeze? What is the purpose of Tony Fine’s comment?
C Read and Discuss What new information do we
have about Brain Breeze? What was the point of Emery
Goodson’s comment?
to www.gobrainbreeze.com. Find out how you
can try BRAIN BREEZE on a free trial basis—and
order one today for overnight delivery. Don’t be
the last person you know to act on this offer. Get
the BRAIN BREEZE advantage now!
E
THE DEVELOPMENT TEAM
Professor Gary Fract,
specialist in cognitive
advancement, is author
of The Effect of Music
on Developing Thought,
a major study of the
cognitive changes that
individuals undergo
when listening to certain
types of music. Right
Idea Labs pioneered important studies in the
effects of indoor airflow on mental focus by testing
thousands of participants in the Idea Room, a
model controlled environment.
Find out more about BRAIN BREEZE
at www.gobrainbreeze.com.
Read with a Purpose
How successful has this ad been in convincing you
that Brain Breeze is worth a try? What details in the ad
helped you reach your conclusion?
E Informational Focus Propaganda What
propaganda technique is being used here?
Vocabulary enhance (ehn HANS) v.: increase; improve.
complexity (kuhm PLEHK suh tee) n.: complication; difficulty.
D Informational Focus Propaganda What
stereotype is being used here?
Brain Breeze 619
SKILLS FOCUS Informational Skills Analyze
propaganda. Vocabulary Skills Demonstrate knowledge of
literal meanings of words and their usage.
Brain Breeze
Practicing the Standards
Informational Text and Vocabulary
1. This ad supports the stereotype that —
A all students would cheat if they could
B everyone is looking for an easier way to
do things
C people like music and flowing air
D machines can do everything better
than people
2. The most appropriate person to give a testimonial for this product would be a —
A Super Bowl–winning quarterback
B doctor who is an authority on brain
research
C famous Hollywood celebrity
D state governor looking to improve school
test scores
3. Which of the following statements is the best
example of bandwagon appeal?
A It keeps you at the top of your mental
game.
B It’s like a mental vacation.
C It makes me more focused and organized.
D Everyone is looking for that competitive edge.
4. The use of a phrase such as “laziest couch
potato” is an example of —
A name-calling
B snob appeal
C bandwagon appeal
D persuasion
620 Unit 2 • Collection 6
5. Another word for concentration is —
A laziness
B attention
C relaxation
D punishment
6. To enhance something is to —
A make it smaller
B make it disappear
C make it better
D make it cheaper
7. The opposite of complexity is —
A similarity
B simplicity
C difficulty
D stupidity
Constructed Response
Write an e-mail to the company that makes Brain
Breeze, and explain why you were or were not
persuaded by its advertisement. If you were
persuaded, explain what information you found
most persuasive. If you weren’t, explain what, if
any, crucial information you think is missing
from the ad.
COMPARING TEXTS
SKILLS FOCUS Informational Skills Analyze persuasive techniques; analyze fallacious reasoning; analyze
propaganda. Writing Skills Write comparison-contrast
essays.
Start the Day Right! / Shine-n-Grow /Brain Breeze
CHOICES
Compare and Contrast
Persuasive and Propaganda
Techniques
Look back at the notes you took on persuasive
and propaganda techniques as you read the public service announcement and advertisements.
Which techniques seemed especially effective
or powerful to you? Which ones seemed weak or
unconvincing? In an essay, compare and contrast
the public service announcement and two advertisements. You may wish to go back to the notes
you took and assemble them into a chart like the
one below. Filling out the chart will help you see
at a glance how the ads are alike and different.
“Start the
Day Right!”
“Shine-nGrow”
“Brain
Breeze”
Reasons and
evidence
Fallacious
reasoning
Propaganda
techniques
As you respond to the Choices, use these Academic Vocabulary
words as appropriate: authority, conclude, crucial, data.
REVIEW
Identify Fallacious Reasoning
In a paragraph, explain why
the reasoning in these sentences is faulty: “Every
student should read the Kendra Kaye, Goblin
Hunter books because they are really good and
very popular. My grades have improved because
of the new words I have learned from reading
these books.”
CONNECT
Analyze Persuasion and
Propaganda in Ads
Group Discussion For one week, critically view
and listen to advertisements on television, the
Internet, and the radio. Take notes on two or
three advertisements that you conclude are
most effective. Bring your notes to class. With
a small group, discuss examples of persuasive
techniques and propaganda in each ad.
EXTEND
Create a “Good Propaganda”
Campaign
In your concluding paragraph, state which ad is
most successful in sending a convincing persuasive message and why.
How have these examples of persuasive media changed the way
you view messages urging you to
improve yourself or the world?
Group Work Not all propaganda is bad. An
ad campaign that uses emotional appeals to
discourage people from smoking could be considered “good propaganda” because it works
toward a positive outcome. Study examples of
“good propaganda” about crucial social issues.
With a small group, design a “good propaganda”
campaign to raise awareness of an issue that
you and your classmates believe is important.
Wrap Up 621