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What is propaganda? 1 : the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause, or a person 2 : ideas, facts, or allegations spread deliberately to further one's cause or to damage an opposing cause Propaganda •Techniques used to influence opinions, emotions, attitudes or behavior. •The purpose is to benefit the sponsor. •It appeals to the emotions not the intellect. •It is not negative or positive. •The purpose is to persuade. Characteristics of Propaganda • In advertising the purpose is to claim “superiority” in order to sell product. • Weasel Words - modifiers that look substantial but are meaningless. • Weasel Words: tackles, comforts, refreshes, fights, helps, virtually… • Makes audience believe in something or want to do something. Bandwagon • persuasive technique that invites you to join the crowd. • Everybody’s doing it! • Often uses weasel words Testimonial • Statement endorsing an idea/product by a prominent person. • Product can be inside or outside particular field. • Musical artists, • Sports giants, • Actors/actresses Snob Appeal • Aims to flatter • Makes assumption/ insinuation that this product/idea is better than others… • Thus, those that use it are too. • “Avant Garde” ahead of the times. The Ultimate driving machine Plain Folks • Opposite of Snob Appeal • Identifies product/idea with a locality or country • Practical product for ordinary people. Like a good neighbor… Evidence Claims • Facts and Figures – statistics to prove superiority. • Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective. • Hidden Fears – suggests that user is safe from some danger. Identify the bias: In Bernard Goldberg’s book BIAS, he accuses CBS News of bias in reporting. Critical thinking questions • • • • • • • • Who created/paid for the message? For what purpose was it made? Who is the ‘target audience’? What techniques are used to attract my attention & increase believability ? Who or what might be omitted and why? What do they want me to think or do? How do I know what it means? Where might I go to get more information? Buyer Beware • Be a conscientious consumer • Know what devices are trying to influence you • Then… • Make an informed decision Homework • Find and example of propoganda • Find and example of bias
