Animal Farm-Propaganda Persuasion and Advertising Techniques

Propaganda

Propaganda

• The manipulation and control of language to produce “half-truths” or flat out lies in order to gain support of a person, product, or cause.

• Propaganda often transmits more than one message, depending on what the recipient wishes to hear or is told to hear.

Propaganda

• It's an essential ingredient in a successful totalitarian regimes

• Political Propaganda--attempts to gain and keep support and voters

• Religious Propaganda--The first type of propaganda. Spread moral and ethical beliefs• Thought Reform and Brainwashing by cults is an extreme

form of propaganda• War Propaganda--Emerged with WWI and helped to

win the war by motivating support on the homefront

• An enthusiastic or energetic statement presented as a fact, although it is not necessarily true.

• Saying that something is good or the “best” without using reasons, statistics, examples, or the recommendation of competent authorities to support the assertion.

• "The lowest prices you'll find anywhere!"• Generalizations and stereotypes are examples• They often lack support

Unproved Assertions

Bandwagon

• Tells the audience they should do something, buy something, or support something because other people are doing it too.

• Appealing to a person’s need to belong.• “Everybody’s doing it.”• Most people want to

be popular

Self-Actualization

Self-Esteem

Love and Belonging

Safety

Psychological

Loaded Words and Images

• Words that immediately bring an emotional response without relying on other research, statistics, or recommendations.

• Involves the use of transfer• Using a well known symbol to promote a

product so that people will transfer the positive feelings they have for the symbol onto the person or thing being promoted

The guarantee of Germany military strength!

This is a satirical example. How is it a satire?

Fear• It’s a form of emotional appeal• Exploit existing fears to create support for a

course of action or proposal• Often it’s a false dilemma • Suggest X is the only option… OR ELSE!

• But in reality, there’s likely other options

Fear

Scapegoating: Pinpointing the Enemy

• Attributing problems to a particular person, group, etc. without regard to the truth of the accusation.

Scapegoating—A Common EnemyClick to view video about

"Creating the Enemy"

Ego Tripping

• Sometimes called Snob Appeal:

• A play on our desire for fancy things and the "good life".

• Jewelry

• Expensive cars

• Perfumes

• Designer clothing

• Accessories

Name Calling

• Occurs often in politics and wartime • It is the use of derogatory language or words

that carry a negative connotation when describing an enemy.

• Attempts to arouse prejudice among the public by labeling the target something that the public dislikes.

• Sarcasm and ridicule in political cartoons or writings.

Name Calling

• Advertisements that show product comparisons criticizing the competition

• Coke and Pepsi• Att and Verizon• Mac and PC• Budweiser and Miller

Slogans

• Simple, catchy words and phrases that stick in people’s minds but often without giving all the important details of a person or product.

• "Just do it."• "Have it your way."• "Think outside the bun.”

The Power Of Slogans

“Support our Troops.” •Message 1=Support the men and women risking their lives fighting for our freedoms•Message 2=Support our policies that sent us to war and the decisions that got us into the mess

•View Clip•Noam Chomsky: Slogan Propaganda “Support our troops”

Name Dropping:Testimonials and Endorsements

• Famous athletes, television and film stars or other respected personalities promote a product or a cause, even though they are not authorities on the subject.

• Testimonials can also come from less famous people.

• "I lost 30 pounds on the Nurtisystem Diet!"• Anyone “testifying” that something worked

for them.

Name Dropping:Testimonials and Endorsements

Glittering Generalities• Trying to make some simple, general, product

or idea seem better than it is.• When a commercial uses flashy colors and

words to gain the attention of the audience.• Sometimes involves catchy music or an

enthusiastic announcer.

Plain Folk• Trying to appeal to the common values of a

population ie. Patriotism.• Can also be a type of testimonial• Using what appear to be normal people

testifying that a product works for them.

The guarantee of Germany military strength!

Scientific Claims

• Using tests, statistics, pseudo-science and technical jargon to lend credibility to something.

• "This chair is ergonomically designed for the best fit!" "Clinically proven!"

• Send the message that they evidence that their product does what its suppose to do and is the best on the market at doing that certain thing.

• Scientific evidence makes people more likely to buy in to the message or product.

Propaganda Samples

View this video for examples of the various techniques mentioned above

Propaganda Collection of Examples