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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