Propaganda Project

Brave New World

Objective

Students will create a 60 second commercial advertisement using the proper formatting to show their understanding of propaganda and its use in the World State of the novel Brave New World.

Essential Questions

• How does a society, state, or social group use propaganda to maintain social order?

• How do the elements of argument (ethos, pathos, logos) apply to advertisements?

• How do the audience and message of an advertisement affect the way it is delivered?

Introduction

Congratulations on your job offer and welcome to Mustapha Mond's Department of Propaganda! As a new employee, it is imperative that you understand clearly and completely your role in our brave new world of stability, harmony, and never-surpassed human happiness…

DepartmentsShop 'til You Drop Sub-department:

You are responsible for promoting the idea that an increase in production and consumption lead to happiness and virtue. Newer is better! More is best! Old is horrid! “Ending is better than mending”

Better Living Through Test Tubes Sub-department: Everyone belongs to everyone else! And all have a role and a function in society. Everyone has to do their part! To understand and act on this is to be happy and to live healthily. One cannot be reminded of this long enough - or forget the ugliness, squalor, and irrationality of the old family-model based on [sic] "parents"!

Never a Dull Moment Sub-department: Whether it be the Obstacle Golf, Orgy Porgy, or the Feelies, a normal person just wants to have non-stop 24-7 fun! Sensory stimulation is the highest pursuit of the best form of happiness. Don't be the last to indulge in the latest greatest amusement! And let's all do it TOGETHER!

Happiness is a Pill Sub-department: Feeling a bit under the weather? Gloomy thoughts clouding your day? Take a Soma vacation! Pop a pill(s) and kiss those rain clouds good-bye. Relief is just a dose away! What are you waiting for? TAKE IT NOW!

Keys to Effective Commercials

• Message– Make sure your message is clear! What are you selling?– How can you sell it? What types of persuasion can you

use? Slogans? Jingles?• Audience– Know your target audience. What makes them tick?

What “buttons” can you push?• Call to Action– What is it you are trying to get your audience to do?

Don’t forget to inform them how to do it!

World State Caste System

Formatting

The most common format for a television commercial advertisement is the 2-column script format.

Formatting

At the top you should include the following information:TITLE: “The Name of Your Commercial”CLIENT: The name of the company or entity who the commercial is for (Department of Propaganda)AGENCY: The name of the company or entity that you work for (In this case your Sub-Department)DATE: The date it is dueCOPYWRITER: The name(s) of the writer(s)

Formatting

The script is divided into 2 columns: Video and Audio

VIDEO AUDIO

Formatting

The standard font for the film industry is “courier new”, but you may use any legible font for this assignment

VIDEO AUDIO

Formatting

In the Video column, everything is in ALL CAPS. Your video descriptions should be in present tense, as if it is happening right now as we read it. You may choose to use film terminology to explain what we are seeing at that point in the commercial

VIDEO AUDIO

OPEN ON LITTLE GIRL SITTING ON FRONT PORCH AT WICKER TABLE. BEGIN SLOW MOVE IN ON HER AS SHE SINGS.

Formatting

In the audio column, describe everything that is happening that the audience hears - including music, voice overs, and sound effects (SFX). Names of people or VO (voice over) are in caps, everything else is lowercase.

VIDEO AUDIO

OPEN ON LITTLE GIRL SITTING ON FRONT PORCH AT WICKER TABLE. BEGIN SLOW MOVE IN ON HER AS SHE SINGS.

CUP SPEAKS WITH LID

KID: P-A-R-K-A-Y, P-A-R-K-A-Y.

CUP: Butter

Formatting

Make sure the video and audio columns match up with what is happening at the same time…

VIDEO AUDIO

OPEN ON LITTLE GIRL SITTING ON FRONT PORCH AT WICKER TABLE. BEGIN SLOW MOVE IN ON HER AS SHE SINGS.

CUP SPEAKS WITH LID

KID: P-A-R-K-A-Y, P-A-R-K-A-Y.

CUP: Butter

Parkay Butter Commercial

• <iframe width="420" height="315" src="https://www.youtube.com/embed/gFmm7B_-3L4" frameborder="0" allowfullscreen></iframe>

“Hilltop” Coca-Cola Commercial

<iframe width="560" height="315" src="https://www.youtube.com/embed/1VM2eLhvsSM" frameborder="0" allowfullscreen></iframe>

Steps For Your Task:

1) Identify your Sub-Department2) Fill out the “Proposal Sheet” form carefully

1) Must be approved when completed2) To be turned in with your completed script

3) Plan your script1) You may wish to storyboard (or sketch) your

ideas together before writing your final draft2) Your final script should match your final video

Rubric – Option 14 3 2 1

Message

Message is upbeat, to the point, simple, and catchy. The commercial appropriately addresses the sub-departments goals

Message is mostly clear, but there is some confusion. Connection to the sub-department is noticeable

Message is confusing or unclear. Connection to the sub-department is weak

Message is missing or inappropriate for the sub-department

Script

The script is properly formatted in the 2-column script style. Audio and Visual elements are clear. All grammar and punctuation is correct

Script format is mostly correct. 2 columns are evident. May be some errors in grammar or punctuation

Script format is somewhat correct. 2 columns may be evident, but there is some inconsistency. Errors lead to some confusion or misunderstanding.

Script format is incorrect. 2 columns are not evident. Confusion between audio and video elements. Grammar and punctuation errors lead to misunderstanding.

Audience Audience is clear and appropriately addressed

Audience is mostly clear and appropriately addressed

Audience is somewhat clear and appropriately addressed

Audience is unclear or is not addressed

Technical Quality

Video is polished and well edited. Transitions are smooth, audio quality is excellent. Unique.

Video is somewhat polished. Some transitions may be rough. Audio is mostly good quality.

Video is not well edited or polished. Audio is mostly difficult to hear.

Video is difficult to see. Audio is difficult to hear. Audience has trouble understanding the message

Time 60 seconds + or – 3 seconds + or – 5 seconds Significantly off time

Rubric – Option 24 3 2 1

Message

Message is upbeat, to the point, simple, and catchy. The commercial appropriately addresses the sub-departments goals

Message is mostly clear, but there is some confusion. Connection to the sub-department is noticeable

Message is confusing or unclear. Connection to the sub-department is weak

Message is missing or inappropriate for the sub-department

Script

The script is properly formatted in the 2-column script style. Audio and Visual elements are clear. All grammar and punctuation is correct

Script format is mostly correct. 2 columns are evident. May be some errors in grammar or punctuation

Script format is somewhat correct. 2 columns may be evident, but there is some inconsistency. Errors lead to some confusion or misunderstanding.

Script format is incorrect. 2 columns are not evident. Confusion between audio and video elements. Grammar and punctuation errors lead to misunderstanding.

Audience

Audience is clear and appropriately addressed

Audience is mostly clear and appropriately addressed

Audience is somewhat clear and appropriately addressed

Audience is unclear or is not addressed

Technical Quality

Performance is rehearsed; visual is of high quality and adds to performance of commercial. Unique.

Performance is somewhat rehearsed by all members; visual is not distracting, is of good quality

Performance is unrehearsed by most members; little effort put into visual, poor quality

Performance is unrehearsed by all members; little to no effort put into visual. Poor quality is distracting

TimeScript is 60 seconds; performance is in a reasonable timeframe

Script is + or – a few seconds; performance may be over/under

Script is + or – 5 or more seconds; performance is noticeably long/short

Script is significantly off time; performance is long/short

Available Online

• Sample commercial scripts (including the 2 viewed in class)

• A script template to use for your final script• Hypnopaedic quotes from the text’s chapters

to use within your commercial (though you must also come up with your own slogan)

• Rubrics for both options• Digital copies of all handouts given