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Name: Propaganda: information, esp. of a biased or misleading nature, used to promote or publicize a particular political cause or point of view. Advertisement Analysis Scaffold- Don’t succumb to brainwashing! Squealer, Napoleon’s propaganda department, is in charge of convincing the other animals that Napoleon is doing the right thing and is working to benefit the animals. He uses many techniques do convince the animals that Napoleon is right. Below, explain the common type of persuasion techniques: Propaganda techniques and definition Loaded Words: Slogans: Example of Squealer using this type of propaganda “The whole management and organization of the farm depends on us. Day and night we are watching over your welfare. It is for your sake that we drink that milk and eat those apples. Do you know what would happen if we pigs failed our duties?” (21) “Then the sheep broke out in a tremendous bleating of “four legs good, two legs bad!” which went on for nearly a quarter of an hour and put an end to any chance of discussion.” (21) Repetition: “One false step and our enemies would be upon us. Surely, comrades, you do not want Jones back? (27) Powerful Images: “‘You have heard then comrades,’ he said, ‘that we pigs now sleep in the beds of the farmhouse? And why not? You did not suppose, surely, that there was ever a ruling against beds? A bed merely means a place to sleep in. A pile of straw in a stall is a bed, properly regarded.’ ” (27) “Surely none of you wishes to see Jones back?” (14) Appeals to fears: Appeals to basic desires and needs: Loaded Words: “Our sole object in taking these things is to preserve our health. Milk and apples (this has been proved by Science, comrades) contain substances absolutely necessary to the well-being of a pig.” (14) “Four legs good, two legs….better.” OR any changes made to the commandments. (21…..) Analysis of propaganda techniques used by Squealer Loaded Words: Powerful Images: Slogans: Appeals to Basic Desires and Needs/Glittering Generalities: “It was the most affecting sight I have ever seen!” said Squealer, lifting his trotter and wiping away a tear. “I was at his bedside at the very last. And at the end, almost too weak to speak, he whispered in my ear that his sole sorrow was to have passed on before the windmill was finished. ‘Forward, comrades’ he whispered. ‘Forward in the name of the rebellion. Long live Animal Farm! Long live Comrade Napoleon! Napoleon is always right.’ Those were his last words, comrades.” (48) “….and the pigs liked to invent for him such titles as Father of All Animals, Terror Of Mankind, Protector of the Sheep-fold, Ducklings’ Friends, and the like. In his speeches, Squealer would talk with the tears rolling down his cheeks of Napoleon’s wisdom , the goodness of his heart, and the deep love he bore to all animals everywhere…..” (35-36) “Long Live Comrade Napoleon!” (44) For the time being, certainly, it had been found necessary to make a readjustment of rations (Squealer always spoke of it as a ‘readjustment’ never as a ‘reduction’) but in comparison with the days of Jones, they improvement was enormous. Reading out the figures in a shrill, rapid voice, he proved to them tin detail that they had more oats, more hay, more turnips than they had had in Jones’s day, that they worked shorter hours, that their drinking water was of better quality….” (43) Why is propaganda so effectively used in Animal Farm? As we are a society focused on consumerism, many advertising companies have adopted techniques traditionally used by politicians (or perhaps the politicians used the propaganda first?). Regardless, take a look at the advertisements we see today. Analyze the advertisement you chose. Fill in each box with information about your advertisement. Slogan: What phrase appears to be the dominate phrase on the ad? If no words, image? Repetition: What words or images are repeated? Powerful Images: List three and explain why they are powerful. 1. Loaded Words: What makes these words powerful? Choose and explain three. 1. 2. 2. 3. 3. Appeals to fear or insecurity: What does the advertisement say about a human’s fears/insecurities? 1. Appeals to basic wants and needs: What are we convinced that we need? 1. 2. 2. 3. 3. In a well-developed paragraph typed in Word and attached to this document, explain why the advertisement you analyzed qualifies as propaganda? Use the information gathered above to support your opinion.