Propaganda

the spreading of ideas, information, or allegations in order to influence or control public opinion and behavior

Today’s Aim: How do movies and the media manipulate our opinions and beliefs?

How does this commercial try to make you want the product?

Vonagehttp://www.youtube.com/watch?v=_5KrmhxHxuw&safety_mode=true&persist_safety_mode=1&safe=active

Bandwagon Appeal

• One human motivation, at least for some people, is wanting to be a part of the crowd.

• Commercials and propaganda messages often play on popularity, as if to say, “Everybody is doing this, so you should, too.”

Bandwagon Appeal

Even the girl next door’s doing it! Everybody listens to Hitler!

How does this commercial try to make you want the product?

Pepsihttp://www.youtube.com/watch?v=0B79RkBxSgU&safety_mode=true&persist_safety_mode=1&safe=active

How does this commercial try to make you want the product?

Sensodyne

http://www.youtube.com/watch?v=CAFq0Bk1R7A&safety_mode=true&persist_safety_mode=1&safe=active

Authority/Celebrity Appeal

• This approach uses an expert/professional or a celebrity who endorses the message, product, or concept being promoted.

How does this commercial try to make you want the product?

Brinks Home Securityhttps://www.youtube.com/watch?v=cMpKDZDjBWM

Fear Appeal

• In this approach, the propaganda message controls or influences behavior by frightening the audience.

Poster for 1940 German movie, The Eternal Jew

Fear Appeal

More examples of American propaganda during World War II

Fear Appeal

“The streets of our country are in turmoil. The universities are filled with students rebelling and rioting. Communists are seeking to destroy our country. Russia is threatening us with her might and the Republic is in danger. Yes—danger from within and without. We need law and order! Without it our nation cannot survive.”

- Adolph Hitler, 1932 speech

What persuasive techniques does this commercial use?

Doritoshttps://www.youtube.com/watch?v=X2EiCzM9fDY

Repetition

Repeating a word, an image, or a sound is a powerful persuader. • Repetition causes people to remember. • Repetition also reinforces the propaganda

idea. Someone who might not have been influenced by a message the first time might very well believe it after the fourth or fifth time.

Repetition

What persuasive techniques does this commercial use?

Red Bullhttps://www.youtube.com/watch?v=Ti2Lm4hb2ZY

Associations

• These are implied comparisons between two things that are unrelated. The comparison suggests a likeness between the two things.

Soviet propaganda

American propaganda

What persuasive techniques do these commercials use?

Subaruhttps://www.youtube.com/watch?v=2qf8OGLqE1s

Society for the Prevention of Cruelty to Animalshttps://www.youtube.com/watch?v=9gspElv1yvc

Emotional words, images, or sounds

• Images and sounds, just like words, can trigger emotional responses in people. This is a form of pathos.

Propaganda in Mr. Smith Goes to Washington

• What common American fears has the movie played on so far? Why?

• How did the governor’s children use the bandwagon approach to convince him to appoint Jefferson Smith to the Senate?

• What emotional words, images, or sounds used in the movie might Capra have chosen to influence Americans to join the war effort?

Your homework

• Find a commercial that uses one of the techniques we discussed today. (Some good sources are YouTube, television, and magazines.)

• Write a paragraph explaining what it’s trying to persuade the public to think, and what techniques it’s using to do so.