SS Persuasive Propoganda
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Transcript of SS Persuasive Propoganda
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PERSUASIVE PROPOGANDA
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DEFINITION
Organized effort to persuade large numbers of
people about the truth of an idea, the value of a
product, or the appropriateness of an attitude.
Sometimes it is done via manipulation, distortion or
omission of facts.
It is widely used in political campaigns,
advertisements, news and comemrcials
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WHAT IS IT?
Propaganda isn‟t a form of communication which
simply seeks to inform
It is both directional (because it often seeks to get
people to act in some fashion)
It is emotional (because it seeks to condition certain
emotional reactions to specific situations).
It appeals to prejudices, hatred, fears, aspirations
and traditions.
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EXAMPLES
the government uses the media in anorganized and deliberate way to get people tobelieve that a war is necessary for their safety, that‟s propaganda.
When a corporation uses the media in anorganized and deliberate way to get people tothink that a new type of razor is better thanthe old, that‟s propaganda.
Finally, if a private group uses the media in anorganized and deliberate way to get people toadopt a negative attitude towards immigrants,that‟s also propaganda.
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DIFFERENCE BETWEEN
PROPAGANDA AND ARGUMENT
The key difference here is that while an argument is
designed to establish the truth of a proposition,
propaganda is designed to spread the adoption of
an idea, regardless of its truth and always in a one-
sided manner.
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IS PROPAGANDA BAD?
Because propaganda is concerned withspreading the adoption of an idearegardless of its truth, people are muchmore likely to look upon it skeptically.
Despite the fact that most people don‟tdo a great job at critical thinking, they dostill care about the truth and think thatothers should as well. If they believe that
some organization is pushing an agendawithout regard for the truth, they‟re goingto have a negative reaction.
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STRATEGIES
They will create posters and messages via media.
Contents usually have persuasive languages and
flawed logic in order to influence the minds of
common masses.
They rely on information overload so that a person
will process information quickly, taking short cuts.
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CHARACTERISTICS OF PROPAGANDA
Appeal to your emotions or sentiments.
Capitalise on the ambiguity of language.
Bending the rules of logic
Omission or distortion of facts. Has an intention in mind.
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STRATEGIES FOR PROPAGANDA
False connection Transfer
Logical Fallacies Testimonial device
Unwarranted extrapolation
Word Games- Glittering Generalities
Name calling Band wagon
Plain Folk
Fear
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PROPAGANDA TECHNIQUES
Name calling -Names of words used to create
a specific meaning, positive or
negative, about a person or itemwithout supporting evidence
•Stereotypes
•Insults
•Used with sarcasm intone of voice
Glittering
Generalities
-Uses positive, lofty language to
describe a small thing or idea.
- Make vague or empty promises
without giving much details
•Sounds too good to be
true
•Fantastic promises
Bandwagon • urges others to do what everyone
else is doing.
•Makes you think you will be left
behind the „in crowd‟ if you don‟t
have this item or this thing
•Peer pressure
• Associate guilt and
negative images with not
doing what everyone else
is doing.
Plain-folks talk •Connects to the „common people‟
to gain support.
•Uses either people unknown to the
general population or someone
well known appearing as a
common everyday person.
•Famous people doing
everyday things
•Well known person
returns to his root.
T ti i l Th ki i ll P i i l d
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Testimonial •The person speaking is well
known within the
community
•May be positive or negative
•Principal recommends a
book to students
•Celebrity advertises
products
Card stacking Only tells one side of the truth •Issues presented unfairly•Other side is left out
Prestige identification A well known person using a
product
• An inferred message that
you will achieve status.
Famous person attached to
bad habit
Flag waving Invokes a feeling of patriotism
connected to a product, film or
a character.
•Shows support to country,
state or city
•School spirit, team spirit.
False connection
transfer
To transmit authority over to a
certain product or an idea.
•Using scientific credibility to
promote products.
•Using govenrmentendorsement to advocate
ideas.
Bad logic •To create false logical
premises to advocate an idea.
• it is effective especially if the
readers do not take time to
•Barack Obama was born and
spent time in Indonesia.
•Most Indonesians are
Moslems.
•
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B ANDWAGON persuasive technique that invites you to join the
crowd.
Everybody‟s doing it!
Often uses weasel words
Everyone in Auburn is
supporting Bob Riley. Shouldn‟tyou be part of the winning
team?
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TESTIMONIAL Statement endorsing an idea/product by a prominent
person.
Product does not have to be related to “star‟s” field.
Commonly uses musical artists, sports giants,actors/actresses
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PLAIN FOLKS Identifies product/idea with a locality or country
Practical product for ordinary people.
Like a good neighbor …
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P ATRIOTISM Purchase will display love of country.
Person will financially help the country.
…built American tough
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GLITTERING GENERALIZATION
Connotation implied tocreate “positive” impact.
Statement jumps from afew cases to all.
“Glittering” because it‟sfalsely attractive
Often used by politicians
Uses a “positive”connotation to encourage
audiences to accept theproduct or person withoutexamining the evidence.
Have it
your way!This slogan implies
“choice” which is a
founding principle
of democracy.
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TRANSFERPOSITIVE FEELINGS/DESIRES ARE CONNECTED TO A
PRODUCT/USER. TRANSFERS POSITIVE FEELINGS WE
HAVE OF SOMETHING WE KNOW TO SOMETHING WE
DON‟T.
THIS TECHNIQUE RELIES HEAVILY ON SYMBOLISM.
*Love/ Popularity *Fame *Wealth *Power
During the Kerry vs. Bush
campaign an e-mail through the
internet showed similar physical
characteristics between John
Kerry and Frankenstein.
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N AME - C ALLING A way of smearing an
opponent
Intent is to damage
opponent
It also arouses suspicion
of opponent
Intention is to create a
seed of doubt
Used by politicians and
product companies
In a campaign speech to a
logging company, the
Congressman referred to his
environmentally conscious
opponent as a "tree hugger."
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STRENGTHS OF PERSUASION
THEORY. BENEFITS The main advantage of Persuasion Theory is that it
offers cost-effective approaches for various uses. It
can help in many different kind of situations: from
resolution of conflicts to solve organizational,advertising, sales and marketing issues, but can
also help in interpersonal relationships.
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LIMITATIONS OF PERSUASION
THEORY. DISADVANTAGES
• 1) Persuasion is most effective when a communicator
builds on existing values and beliefs. The attempt tochange people's values or create new ones has
proven to be highly ineffective. It is often impossible
to radically transform an existing culture.
• 2) Since persuasion is predominantly utilized in
newspapers, radio, television, education and arts,
those who don‟t enjoy these tools are less likely to be
persuaded.
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