Recognizing Propaganda Techniques

Transcription

1 Recognizing Propaganda Techniques 6 th Grade English

2 Some things you read or hear are meant to persuade you to be for or against something or someone. The writer of this material is trying to lead you to react favorably or unfavorably toward the subject of the material. Things written or said to persuade you are called propaganda. Propaganda is the spreading of ideas, information, or rumors for the purpose of influencing people to be in favor of or against someone or something. Much of the advertising you read or see is propaganda because its major purpose is to influence you to buy something. Writers use many different propaganda techniques in advertising materials. To make wise decisions, you must be able to tell when someone is using propaganda techniques to influence you. The purpose of this unit is to help you be able to identify the most commonly used propaganda techniques, create and advertising campaign using one or more of the techniques, and to make wise choices when viewing propaganda.

3 Bandwagon One kind of propaganda technique is called bandwagon. The name comes from political campaigns of long ago. A parade for a person running for office was often led by a band that rode on a large wagon pulled by horses. As the wagon went slowly by, people would climb on the bandwagon if they were for that person. They hoped that others would climb on, too, to show their support. Getting on the bandwagon came to mean doing what other people were doing. Someone who uses this technique hopes to get you to do something by telling you that many other people are doing it. In advertising, the writer of the advertisement tries to influence you to buy something because a great number of other people are buying it. Read the following advertisements: Thousands of people all across the country have switched to DAZZLE TOOTHPASTE. Shouldn t you switch, too? Thousands are switching to Squeaky Clean. Do they know something that you don t?

4 The writers of these ads hope that you will buy their products because they say other people are buying them. However, unlike times when people could be seen getting on the bandwagon, you cannot be sure others are doing what the writer says. Although the statement is given as fact, it may not be true. The author gives you no evidence to support this claim. Even if it is true, these products may not be the right ones for you. Thus, the bandwagon technique is used by trying to persuade you to do the same as other people are doing. Like your mom says when you get in trouble with your friends, If they jumped off a bridge, would you jump off, too?

5 Testimonial One of the favorite propaganda techniques used by writers of advertisements is called testimonial. Here, writers use a famous person to persuade you to buy their product. These writers use a picture of the famous person, their words endorsing the product, or both in their advertisements. Look at the following ad: Here s what famous movie star Samantha Showplace Has to say about STAY-IN-PLACE hair spray: Even in damp, windy weather, my hair always stays in place. That s because I use STAY-IN-PLACE. I have tried many other hair sprays, but STAY-IN-PLACE is the only one that really works. Stay in Place may actually be an excellent hairspray, but the fact that Samantha Showplace or any other famous person uses it, does not guarantee the quality of the product. Your decision to buy a certain product should be influenced by the good points about the product and not by the fact that a famous person endorses it.

6 Look at the ad below: Gloria Sweet, famous actress and model, says, When I run, I always wear No Slide shoes. They run away with the rest! The shoes may be good, but your decision to buy them should be based on what you know about the shoes, not what Gloria Sweet says. Being a famous actress and model does not make her an expert on running shoes. Remember, also, that people who give testimonials to sell something are almost always paid to do so. Thus, the testimonial technique is when a famous person endorses a product to try and sell it. Be careful to look closely at the product to be sure that it is the product you want and that it is good.

7 Transfer Another propaganda technique is called transfer. This is probably the most commonly used technique used by writers of advertisements. In these ads, beautiful people are shown in situations where it looks like they are having a wonderful time. The writer hopes that you admire these people and will transfer your feelings to the advertised product. In other words, the writers want you to believe that if you use their product, you will become beautiful and have a good time, also! Look at the following example: When winning is important, go with the winner: THE WIND UP WATCH Again, you should not be guided by the picture of someone beautiful, or someone posed to look like they re having a good time. You need more information before deciding to buy a product.

8 Emotional Words Sometimes writers use the so called emotional words technique of propaganda. Emotional words are words which writers think will appeal to your emotions so that you will feel strongly for or against the subject that they write about. Writers of advertisements are particularly skillful in this technique. In the following ad, for example, the writer uses certain words which he or she hopes will be favorable for the product being advertised. TEMPTY S MARGARINE is the most mouth-watering, taste-tempting margarine available today. You ll love its soft, creamy texture and deliciously delicate flavor. So unbelievably good, yet so unbelievably inexpensive that s TEMPTY S MARGARINE Were you able to recognize the emotional words as you read the ad? Did the writer s use of these words make you feel like you wanted to go out and buy some of Tempty s Margarine? The writer would be disappointed if you didn t feel that way.

9 Tired of facing that pile of dirty, greasy dishes every night? Tired of scouring those unsightly pots and pans? Tired of subjecting your hands to the torture of hat water, and harsh, gritty detergents? Then buy a NO-HANDS AUTOMATIC DISHWASHER and bid farewell to your daily battles at the kitchen sink. What is it that the writer hopes people will feel strongly against? Yes, it s dishwashing. Be selecting words that make dishwashing seem even more unpleasant than it probably is, the writer hopes to influence people to buy a No Hands Automatic Dishwasher. Can you pick out the emotional words in the following ad? The brand new Zinger. The sleek, sporty, powerful beauty with incredible performance. For the driver who wants quality.

10 Repetition Another widely used propaganda technique is repetition. Look at the ads below: There s a giant fist in every box! For greater cleaning power, DEPEND ON POW For dazzling brightness, DEPEND ON POW For brilliant colors, DEPEND ON POW For all your cleaning jobs, DEPEND ON POW Lower Taxes? Vote Winger Sound Government? Vote Winger More Jobs? Vote Winger Fly with the best! Vote Winger, For Senate You probably noticed that the writer repeats certain words or phrases several times in both ads. What words are they? By repeating certain words, the writer hopes that you will remember them and thus remember the product. Repetition is simply repeating certain key words to help you remember a product.

11 Glittering Generalities Another technique used by writers of propaganda is called glittering generalities. These are broad, general statements that are not supported by facts. It can be a fancy slogan that people accept without question. Many times, writers will give you statistics which really mean nothing or are misleading. Look at the two slogans below and see if you can pick out the glittering generality: IVORY Soap It s 99.44% pure! Four out of five doctors prefer TYLENOL over aspirin Plain Folks The plain folks technique is when advertisers use someone who looks like your next door neighbor to sell you a product. People trust statements from people who seem to be just like everyone else. This persuasive technique works on the idea that people think, If it works for them, or is good for them, then surely it will be good or work for me. A picture of a nice, All- American looking family is shown using Tide laundry detergent to keep the family s clothes clean.

12 Being Aware of Propaganda From the previous examples, you have learned that advertising often contains propaganda. Do not think, however, that all advertising uses propaganda to trick or mislead you. Many ads provide a useful service by bringing to your attention needed goods or services. Ads are also used to tell you about helpful organizations and worthy causes. Other ads might ask you to help prevent forest fires or air pollution. Propaganda techniques can also be found in newspaper and magazine articles written by writers who want to persuade you to support particular ideas. For example, you might read a newspaper article about a plan to tear down a building to make a parking lot. If the article contained only statements supporting the plan, you might decide that it was written to persuade, rather than to inform. Thus, that article would be a form of propaganda. Learning to recognize techniques of propaganda will help you think wisely for yourself. When you know that propaganda is being used, you can then decide whether you want to think or act in the way that you are being encouraged to. You can use your skills in identifying propaganda to determine whether or not a product will be right for your needs and whether or not you should purchase it! Good Luck!

13 Study Questions Read each of the examples below and decide which technique is being used: 1. More people are watching WBX NEWS TONIGHT than ever before. Shouldn t you tune in, too? 2. For the most restful, relaxing, soothing sleep you have ever enjoyed, try the marvelous McGUIRE MATTRESS. 3. ROUGH CUT lawnmowers are the very best. ROUGH CUT starts easily. ROUGH CUT runs smoothly. ROUGH CUT lasts and lasts. ROUGH CUT You owe it to your lawn. 4. Michael Jordan for REEBOK shoes. 5. A housewife is shown cooking for her happy family using YUMMY brand spices. 6. A beautiful model is shown wearing REVLON make-up. 7. COKE has a new easy-to-open pop top and a fancy new design on the label. Buy some, today!