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Propaganda Advertisement English Name___________________________ College and Career Ready State Standards: E2 – IB.2.1 Analyze ideas and information from text and multimedia by formulating questions, proposing interpretations and explanations, and considering alternative views and multiple perspectives. E2 – C.1.4 Engage in dialogue with peers and adults to explore meaning and interaction of ideas, concepts, and elements of text, reflecting, constructing, and articulating new understandings. E2 – C.3.2 Create visual and/or multimedia presentations using a variety of media forms to enhance understanding of findings, reasoning, and evidence for diverse audiences. E2 – LCS.4.2 Determine if the speaker develops well-organized messages that use logical, emotional, and ethical appeals. E2 – LCS.5.3 Develop messages that use logical, emotional, and ethical appeals. ***************************************************************************************** CHOOSE ONE OF THE FOLLOWING Product Advertisement Choose a PRODUCT and then choose FOUR propaganda techniques to create a new advertisement on a sheet of construction paper (mini-board). Choose a PRODUCT and then choose FOUR propaganda techniques to create a new advertisement for a radio spot or a television/internet spot. Political Advertisement Choose FOUR propaganda techniques and create a 30 second video political commercial or a 15 second audio political commercial. ▪ The commercial can be an attack ad on your opponent or a positive ad about yourself and your campaign. Choose one of these political issues on which to base your ad. Taxes School Prayer Stem Cell Research Illegal Immigration Abortion Legalizing Drugs The War on Terror Death Penalty Climate Change Censorship and the Internet Health Care Gun Control CATEGORY 5 4 2 1 Content Accuracy 4 accurate uses of propaganda. 3 accurate uses of propaganda. 2 accurate use of propaganda. 1 - 0 accurate uses of propaganda. Graphics –Clarity – Audio Clarity Graphics are all in focus and the content easily viewed and identified. Audio is clear sounding. Most graphics are in focus and the content easily viewed. Audio sound is mostly clear. Some graphics are in focus and the content is easily viewed and identified. Audio is muddled. Not very clear. Many graphics are not clear or are too small. Audio is difficult to hear clearly, causing some confusion. Attractiveness Visuals are exceptionally attractive in terms of design, layout, and neatness. Audio has complementary background music/sfx. Visuals are attractive in terms of design, layout and neatness. Audio has good background music/sfx. Visuals are acceptably attractive though it may be a bit messy. Audio background music/sfx somewhat distracts from message/content. Visual are distractingly messy or very poorly designed. It is not attractive. Audio background music/sfx mostly distracts from message/content. Grammar There are no grammatical mistakes. There is 1 grammatical mistake. There are 2 grammatical mistakes. There are more than 2 grammatical mistakes. TYPES OF LOGICAL FALLACIES AND PERSUASION TECHNIQUES: Circular Reasoning or "Begging the Question": A person makes a claim then argues for it by advancing grounds whose meaning is simply equivalent to that of the original claim. Red Herring: Any diversion intended to distract attention from the main issue (changing the subject) Straw Man: Ignoring a person’s actual position/argument and instead substituting a misrepresentation of that person’s ideas/argument. Ad Hominem/Name Calling: Where someone attacks an opponent’s character, or his motives for believing something, instead of disproving his opponent’s argument. Hasty Generalization: Where someone generalizes about a class or group based upon a small and poor sample. Either / Or: Describing a situation as if there were only two choices when in fact there may be several. False Cause and Effect/Post Hoc: Arguing that one event caused another just because it happened first (sometimes the cause and effect are just coincidental). Loaded Words: Language with positive or NEGATIVE connotations to stir people’s emotions. Glittering Generalities: Type of loaded words that are so strongly positive that they “glitter” and make you feel good. Slogans are often glittering generalities. Bandwagon Appeal/ Overgeneralization: Suggests a person should do or believe something because “everyone does”; in advertising it’s the “don’t be the last person to own…” Appeal to Authority/Testimonials: Famous people or “non experts” who endorse products or arguments unrelated to their field, using only their talent, glamour, or fame to persuade you. EMOTIONAL APPEALS: Pity: A cause or reason for sorrow, or regret; Vanity: Excessive pride in one's appearance, qualities, abilities, achievements; Fear: A distressing emotion aroused by impending danger, evil, pain, etc., whether the threat is real or imagined. Slippery Slope: Jumping to a series of unreasonable conclusions based on one event. Oversimplification: Explaining a complex situation or problem as if it is much simpler than it is. Stereotyping: Type of oversimplification based on broad judgments of people by race, gender, religion, etc. False Analogy: Suggesting that because two things are alike in some ways, they are alike in all ways. Card Stacking: The presentation of only the details, statistics and other information that impacts public opinion positively. Presents a lopsided, unrealistic viewpoint that is dangerously deceptive. Plain Folks: The suggestion that the product is a practical product of good value for ordinary people Transfer: Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user. Appeal to Tradition: When it is assumed that something is better or correct simply because it is older, traditional, or "always has been done." PROPAGANDA USED IN ADVERTISING Bandwagon Appeal: Suggests a person should do or believe something because “everyone does”; in advertising it’s the “don’t be the last person to own…” Patriotism: The suggestion that purchasing this product shows your love of your country. Diversion: Diversion seems to tackle a problem or issue, but then throws in an emotional non-sequitur or distraction. Testimonials: Famous people or “non experts” who endorse products or arguments unrelated to their field, using only their talent, glamour, or fame to persuade you. Facts And Figures: Statistics and objective factual information is used to prove the superiority of the product. Weasel Words: These words take away the force of a statement by creating room to wiggle out of the claim later. They create loopholes in the claim. Magic Ingredients: The suggestion that some almost miraculous discovery makes the product exceptionally effective. Wit And Humor: Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language. Simple Solutions: Avoids complexities and attacks many problems to one solution. Snob Appeal: The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life. Bribery/Promotions: The attraction of getting something "free" or earning "rewards" to attract consumers to the product. Character Hook: Uses a hero, villain, or victim to embody a key attribute of a brand. Card Stacking: A way of manipulating information so that one product looks more appealing than another by leaving out important facts or comparing evidence in an unfair manner. Plain Folks:The suggestion that the product is a practical product of good value for ordinary people. Transfer: Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user. Appeal to Tradition: When it is assumed that something is better or correct simply because it is older, traditional, or "always has been done." Repetition: Used to build identity awareness in the consumer’s memory by mentioning the product or company name more than once. This can be a combination of sight and sound, allowing the advertiser to disguise the repetition by changing its delivery (from visual to audio). Purr Words: Type of loaded words that make the product seem more desirable but give no details about the product. General words with very positive connotations. Musical Appeal: Captures the attention of the consumer because music is often linked to emotions, experiences, and memories, which allows for a connection between the product or service. Slogan: a catchy phrase or series of words used to help consumers remember a company, brand or product. Jingle: Generally a slogan set to music or a melody that is catchy and used to promote a specific company, product or brand.