Propaganda Technique 3 -4 pages
pctrussell
PropagandaTechniques413instructions.pptxMultimodal
Everyone’s selling, but are you buying?
Advertising of Multimodal “texts”
Definition: Multimodal refers to works that use a combination of modes, including words, static images, moving images, and sounds.
Examples: Works include print advertisements, commercials, videos, websites.
Assignment: Write a summary-analysis paper on a multimodal advertisement.
Methods of critique: Propaganda Techniques
Length: 2-3 pages (summary intro, two bodies, conclusion)
Transfer – associating a product with a beloved idea
Name calling: Attacking person or product the negatives of opponent are emphasized
Glittering Generalities – use of buzz words, like freedom, progress, future
Testimonial similar to transfer, beloved personalities (celebrities) are used to advocate for a product. Here, a characteristic of the celebrity is being transferred onto the product.
Appeals to (False) Authority: Using unqualified authority figures
https://www.youtube.com/watch?v=KuqxE28GOKg
Plain folks – I’m just like you; thus, the product is meant for everyone. Typical for everyday products.
Bandwagon – everyone else is doing it, so you’re weird if you don’t
Snob Appeal – by purchasing a product, the consumer’s status will be elevated.
Card stacking – evidence on one side is used to make product seem more appealing
Emotional Appeals – loaded language or images to manipulate audience
Fear: “They Lived” -- https://www.youtube.com/watch?v=-zuUpfvabBs
Sympathy
Duty
Fear
Humor
Admiration
Tender
Wistful
Passion
Joy
Elitism, etc.
Sometimes Ads are selling ideas rather than products
Greenpeace Ad for Legos
https://www.youtube.com/watch?v=qhbliUq0_r4
Suggested Websites
Clios.com
Youtube
Citing Online Sources
Company. “Title of Video.” Online clip. Website, date posted. Web. Date accessed.
Youtube
Old Spice. “The Man Your Man Could Smell Like.” Youtube, 5 Feb 2010, web, 2 April 2020.
Clio Awards
Burger King.“The Whopper Detour.” Clios, 2019 clios.com/awards/winner/digital-mobile/burger-king/the-whopper-detour-72671.
