Download Campaign Propaganda - Marion County Public Schools

Campaign Propaganda: Which
Strategies Would You Use?
Document Based Question
1st Quarter
Civics
Essential Question:
Campaign Propaganda:
Which Strategies Would
you Use?
 You will be analyzing documents A-F
to answer the analytical essential
question above.
 To analyze the documents you will be
using document analysis sheets.
 Each time you read and review a
document you must think about the
essential question.
 The essential question will be
answered in the form of an essay.
Document G: Bandwagon
Instructions:
• Examine each
button closely.
• Look at pictures &
words.
• Look facial
expressions &
symbols to make
observations.
• Next, what
inferences can you
make based on
your observations?
7
1
12
16
8
2
13
3
14
9
4
15
5
10
6
11
Read the document as I read aloud. Text Code
the document by:
 Number the paragraphs
 Highlight vocabulary & types of
propaganda strategies with definitions as
we read whole group.
 Circle word or phrases you need clarified
(don’t know or understand).
Add: strategies
X XX
 Answer questions
# 1-8 Background
Essay Questions
on pg. 391 of
your DBQ packet.
 Add the word
strategy to
question #8
Background Essay Answers #’s 1-8
1. What is society’s goal for political campaigns? What is a
candidates goal? Can both of these goals be achieved?
1.
Society’s goal is to inform voters so they can make inform
decisions. A candidates goal is to win votes.
2. What is the similarity between advertising and campaign
propaganda?
2.
Both are trying to sell a product, in advertising the product
is a good versus a campaign where it is a candidate.
3. How does the “stacking the deck” strategy help a candidate?
3.
Stacking the deck highlights only the positive things a candidate
has done.
4. How might “glittering generalities” help a candidate?
4.
Glittering generalities use phrases that appeal to emotions
and creates positive emotions.
5. Why might a candidate use the “plain folks” approach?
Would this approach be effective in winning your vote?
The plain folks approach makes the candidate seem like a regular
person, like the voters. Maybe, I try to listen to what they have to
say versus how the appear, but appearance does matter.
6. How are “guilt by association” and “coat tailing” related?
Explain your answer.
Guilt by association and coat tailing both use who the candidates
friends are to influence voters. Guilt by association highlights
negatives while coat tailing highlights positives.
7. What are three reasonable measuring sticks
or criteria when choosing campaign
propaganda strategies? Briefly explain each.
7. Three reasonable measuring sticks for campaign propaganda are
informative, effective and ethical. An ad is informative if it
provides important details, effective if it wins votes, and ethical if
it is truthful and respectful of the opponent.
8. Define:
-
Maneuvers designed to frustrate,
surprise, or overcome an opponent in
order to secure a victory in an election.
Introductory paragraph rough draft:
Complete/provide the following information to create your
introduction paragraph -remember that you’re writing a letter to
your candidate:
 Background information from BGE (background essay)
Campaign propaganda is a form of advertisement, where the product is you,
the candidate. There are six main strategies that work: stacking the deck,
testimonials/endorsements, plain folks, negative ads, glittering generalities, and guilt
by association or coat tailing.
 Restate the analytical questions using your own words
The question is which strategies would you use to be effective,
informative and ethical?
 State the “measuring sticks”
A campaign is effective if it wins votes, informative if it gets your message to
voters, and ethical if it is truthful and respectful of the opponent.
Remember the Analytical
Question….
Campaign Propaganda:
Which Strategies Would
You Use?
Remember we are asking…
1. Would you use it?
2. Is it informative?
3. Is it effective?
4. Is it ethical?
Campaign Propaganda:
Which Strategies Would You
Use?
1. Campaign Propaganda:
Which Strategies Would
You Use?
2. Campaign, propaganda,
strategies
Follow example on the next slide
Strategy #1
Strategy #2
Strategy #3
3. Example: If you were a
campaign manager and
wanted your campaign to
be informative, effective
and ethical, what
techniques would you use
in your candidate’s ads?
Campaign media strategies
are used to influence how
citizens vote.
Voters look for the best
candidate to elect. They
look for candidates who
are:











Honest
Trustworthy
Patriotic
Ethical
Family oriented
Educated
Intelligent
Experienced
Good speakers
Planners & Goal
oriented
Issue oriented
Character





Honest
Trustworthy
Patriotic
Ethical
Family oriented
Skills




Educated
Intelligent
Experienced
Good speakers


Planners & Goal oriented
Issue oriented
Issues/Platform
Campaign Propaganda: Which Strategies Would You Use?
Document A
X
Endorsements are statements of support
They created at least 3 buttons with endorsements from retirees, United Paperworkers, &
Asian Americans
It is informative because it shows which groups are supporting the candidate. Knowing who is
allied with the candidate tells voters more about their ideas.
This could be effective if the viewer respected the groups giving the endorsement. For
example older people knowing that retirees support Mondale-Ferraro.
It is ethical because there’s nothing wrong with honestly showing who your supporters are.
Campaign Propaganda: Which Strategies Would You Use?
Campaign Propaganda: Which Strategies Would You Use?
A
Private Collection, 2012
1984
N/A collection of campaign buttons
X
All of the buttons show support for Mondale/Ferraro
.
Each button shows these
groups: Retirees, United
Paper Workers and
Asian Americans,
support Mondale and/or
Ferrara in the 1984
election.
The inference is that
when groups support a
candidate it influences
voters.
The main idea is the
campaign buttons are used
to promote candidates.
This document shows that
endorsements/testimonials
are used in campaigns to
influence voters. These
groups show their support
of the candidate.
Testimonials/
Endorsements
Campaign Propaganda: Which Strategies Would You Use?
Campaign Propaganda: Which Strategies Would You Use?
x
Stacking the deck means including only the positive facts and leaving out the
negative ones
The ad mentions only good things that happened during Reagan’s first term
(2,000 families bought homes)
Maybe…it shows important things Reagan did during his 1st term
Yes? Because it shows a proud, strong and better America
Yes – because it tells things that did happen under
Reagan
No – It doesn’t present the whole picture
Campaign Propaganda: Which Strategies Would You Use?
B
Prouder, Stronger, Better
1984
X
Interest rates are
down, families are
buying homes, people
are going to work, men
& women are getting
married and inflation
is down by half,
because of Reagan our
country is prouder,
stronger, and better.
The Living Room Candidate, Museum of Moving Image
Reagan TV advertisement
POV Reagan made people’s lives better
President Reagan
made our country
better and he should
be reelected.
Reagan is good for
America, reelect him.
The document shows
that stacking the deck
by pointing out only
positives influences to
voters. Showing the
morning is a positive
image too.
Stacking
the Deck
Campaign Propaganda: Which Strategies Would You Use?
Campaign Propaganda: Which Strategies Would You Use?
x
It is designed to appeal to ordinary people and make the candidate seem to be just like
them
Eisenhower was a family man and is worried about prices and the hole in his shoe suggests he works hard like
the people
Not informative: doesn’t tell us much about the candidate
Not really – but commercials are better today
Yes – nothing wrong with showing that they were normal people (but were they?)
Campaign Propaganda: Which Strategies Would You Use?
C
The Living Room Candidate, Museum of Moving Image
Eisenhower Answers America; I love the GUV
1952
X
Both ads appeal to
regular people. The
Eisenhower ad says that
we need him to end the
high cost of living.
Stevenson’s ad refers to
a hole he had in his shoe
and uses that to point
out “holes” in what
Eisenhower says.
Eisenhower Ad & Stevenson Ad
POV- Eisenhower is better; POV- Stevenson is better
The ads appeal to plain
folks and candidates
need the plain folks
(regular citizens) to vote
for them to get in office.
Using plain folks appeal
gets voters to think of
the candidate as being
like them.
The strategy here is to
appeal to the average
Americans, to get them
to believe “you” are the
best candidate. This is
done using “plain” talk that
speaks to their problems.
Plain Folk
Campaign Propaganda: Which Strategies Would You Use?
Campaign Propaganda: Which Strategies Would You Use?
X
Negative attack ads say bad things about the opponent….designed to make
voters fearful
1st ad: suggest Dukakis is against all defense and
would not lead as commander in chief well
2nd ad: Sends a message that Bush can’t be trusted –
promised no new taxes and then raised taxes
Somewhat – inaccurately shows each candidates position on the issues like defense and taxes
VERY Effective: they work so they are still used
Not really – they are not honest and are disrespectful
Campaign Propaganda: Which Strategies Would You Use?
D
Tank Ride; The G. Bush Promise
Bush 1988; Clinton 1992
X
The Living Room Candidate, Museum of Moving Image
Bush Ad. / Clinton Ad.
POV Dukakis is weak on defense; POV Bush breaks
promises
Negative information
can be used to slant
voters. Dukakis weak on
defense means the
country will be weak.
Bush lies about taxes,
therefor he may be lying
about other things too.
You can’t trust him.
Negative ads influence
voters to mistrust or be
afraid of the candidate.
Therefor the other
candidate is a better
choice.
Negative ads get voters
attention.
This shows the impact
of negative ads as in
both elections the other
candidate won. Bush
won in 1988, Clinton in
1992.
Negative/
Attack Ads
Bell Ringer
Term/Phrase
Stacking the deck
Glittering generalities
Plain folks appeal
Negative or attack ads
Testimonials/
Endorsements
Guilt by Association/
Coat Tailing
What does this mean?
Campaign Propaganda: Which Strategies Would You Use?
Campaign Propaganda: Which Strategies Would You Use?
X
Glittering generalities involve using a certain “catch phrase” to appeal to people’s
emotions
Romney – “Believe in America” shows he
has faith in America but its not specific
Obama – “Hope” and “Forward”, but doesn’t
explain what he means by these words
Not at all: does not provide the voter with info about the candidate
Yes: provides a positive feeling about the candidate
Yes – there is no lying involved
No: doesn’t give any useful information about
candidate
Campaign Propaganda: Which Strategies Would You Use?
E
2012
X
Obama’s campaign
focused on the
glittering generalities
“Hope & forward” while
Romney’s campaign
focused on “Believe in
America”. Obama’s
campaign was more
effective as he was
reelected president.
Barackobama.com / mittromney.com
Obama-Biden Campaign / Romney Campaign
POV Obama=Hope & Forward; POV Romney=Believe
Glittering generalities
use catch phrases that
appeal to emotions but
are vague with little
meaning.
Glittering generalities
are vague.
Glittering generalities
give voters a catch
phrase that appeals
but leaves meaning
open. These can be
effective in a
campaign.
Glittering
Generalities
Campaign Propaganda: Which Strategies Would You Use?
Real
Ad
Real
Ad.
Campaign Propaganda: Which Strategies Would You Use?
X
Guilt by Association: candidate tries to make
opponent look bad by connecting them with a bad
event of person
Coat Tailing: Candidate makes himself look good
by connecting himself to a popular event or
person
The two ads are evidence that both campaigns were using this strategy.
No: Nothing is added to your knowledge of the candidates
Yes: Can scare people and they can form a negative opinion
No – casts doubt on the candidates
Campaign Propaganda: Which Strategies Would You Use?
F
The Living Room Candidate
1968
X
Negative ads can be
used to associate your
opponent with a negative
image to imply they are
part of the problem.
These ads can also used
to tie a candidate to
positive information.
This called “coat tail” or
“Guilt by association”.
Museum of the Moving Image
Nixon Ad. / Humphrey Ad.
POV Nixon Ad. Humphrey is part of Vietnam War
POV Humphrey Ad. Democrats are good for you & so
is Humphrey
Ads can be used to
influence voters with
negative information or
with positive using
different strategies.
Negative Ads work
better as Nixon
defeated Humphrey to
become the next
president.
Political campaigns try
to influence voters with
positive & negative
information.
Guilt by
Association/
Coat-tailing
Campaign Propaganda: Which Strategies Would You Use?
Campaign Propaganda: Which Strategies Would You Use?
Document G
source: google images - Governor Mitt Romney campaign 2012, Source: “The Living Room
Candidate,” Museum of the Moving Image, 1952
X
Band Wagon: candidate tries to persuade the voter to join in and become
part of the group supporting the candidate
In both ads “everyone” seems to be going along with the candidate’s message.
No, no new information about the candidate is given.
Yes, the ads make it look like the candidate is a “winner” already
Yes – There is no disrespect involved
Campaign Propaganda: Which Strategies Would You Use?
Document Analysis Sheet: Long Form I
G
Living Room Candidate; Google images
2012, 1952
N/A
X
Ads are pro Romney and Eisenhower
Each advertisement
shows that there are
many different people
who voted for both
Romney and Eisenhower.
The inference is that
people can influence
others based on how
they act (which
candidate they support).
The main idea is that people
can influence others to join
This document shows that
bandwagon is used in campaigns to
influence voters. Showing that a
lot of different people vote for
one candidate can influence
others. Plus the ads make people
feel like “winners” if they join
everyone else.
Task:
Recommend 3 campaign
propaganda strategies
Explain why the strategy is
informative, effective &
ethical
Use documents to support
your decision
Start working on your essay!
• Today you will start the DBQ Guided Essay using the
document analysis pages and Background Essay from the
DBQ packet.
• Using the guided essay, we will work through
constructing the introduction and paragraph 1 of your
essay (letter).
• You will finish the Guided Essay and write the final copy
of your essay (letter) at home!
• The completed DBQ packet, Guided Essay and the final
copy of your “essay” are ______________________!!!
RAINBOW EDITING
Thesis & Baby Thesis
Evidence
Argument