Download Propaganda Project Guidelines 2017 SUPER BOWL ADS

Name_________________________________________
PROPAGANDA
PROJECT
Period__________
Due: Wednesday, Feb. 8th
Directions: Watch this Sunday’s Super Bowl game, or rather the
commercials, to analyze the propaganda techniques used to promote
brand awareness or to get consumers to change an attitude or
behavior. Use your notes and any handouts to help you identify the
techniques used. Write an explanation describing how you see the
techniques used in each commercial. Analyze a minimum of eight (8) commercials—see
example below. (Please choose school appropriate examples only!) Print this page and place
a checkmark next to the techniques you identified in your chosen commercials.
_____Testimonial
_____Glittering Generalities
_____Repetition
_____ Plain folk
_____Name Calling
_____ Collective memories
_____Transfer
_____Faulty Reasoning
_____Strong women
_____Fear
_____Humanizing technology
_____Bandwagon
_____Otherness
____Mass marketing to a
_____Slogan
subculture
_____Emotional Appeal ____Card Stacking
Each commercial
analysis must include
the following:
1. Brand name
2. Product
3. 3-5 Techniques per
commercial
4. Explanation of how the
techniques were used
5. Rate the overall effectiveness
of commercial according to
your preferences.
https://www.nfl.com/super-bowl/commercials
Example:
(Neatly written or typed)
First & Last Name
Period __
Date
You may not use the
Buick Ad for this
project.
Super Bowl 2017 Commercial Analysis
Commercial #1: Buick [General Motors]
Product: Automobile
Propaganda Techniques: Testimonial, Plain Folks, Repetition, Collective Memories, Humor
Explanation: The use of celebrity icons, Panthers quarterback Cam Newton and Australian
model Miranda Kerr, as spokespersons is the propaganda technique defined as testimonial.
Regular everyday people doing regular everyday activities such as driving vehicles to the
ballfield to watch an afternoon game of Pee Wee football is an example of plain folks.
Throughout the ad, the actors repeatedly used the brand name “Buick” to reinforce the
products profiled; this is an example of the propaganda technique referred to as repetition.
Families and friends gathering around the ballfield to watch a game and celebrate friendly
competition represents collective memories. Finally, humor was a popular propaganda
technique used throughout the commercial to illustrate the fun, playful, and stylish aspect of
Buick’s new values.
Rating 10: In my opinion, I felt the ad was effective because it connected to the target market
through product endorsement from celebrities who resembled the intended audience. Also,
the commercial was associated with the Super Bowl by using Carolina Panthers star Cam
Newton as well as showing young kids playing football. The commercial is fun and showcases
how beautiful and cool the vehicles are for growing families.
Fantastical Fun Fact: It now costs, on average, about $5
million for a 30-second ad during the Super Bowl!