Download Propaganda Advertisement English II Name

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.
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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.