SCAVENGER HUNT

Propaganda types:
These techniques are designed to fool us because the appeal to our emotions rather than to our reason.

•  Card stacking:technique to make the best case possible for his side and the worst for the opposing viewpoint by carefully using only those facts that support his or her side of the argument while attempting to lead the audience into accepting the facts as a conclusion
• 
  

Word games

Name-calling: 

to create fear and arouse prejudice by using negative words (bad names) to create an unfavorable opinion or hatred against a group, beliefs, ideas or institutions they would have us denounce. 

http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=NY_NYP&ref_pge=map&tfp_map=USA

•  http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=MA_SC&ref_pge=map&tfp_map=USA
• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=GA_SMN&ref_pge=map&tfp_map=USA
• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=CA_LAT&ref_pge=map&tfp_map=USA

Glittering generalities: employ vague, sweeping statements (often slogans or simple catchphrases) using language associated with values and beliefs deeply held by the audience without providing supporting information or reason

•  http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=UK_TG&ref_pge=map&tfp_map=Europe
• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=UK_LEP&ref_pge=map&tfp_map=Europe
• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=WA_TH&ref_pge=map&tfp_map=USA

Euphemisms: try to obscure the meaning of what is being talked about by replacing plain English with deliberately vague jargon

•  http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=FL_TIMES&ref_pge=map&tfp_map=USA
• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=IRL_IT&ref_pge=map&tfp_map=Europe
• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=UK_TT&ref_pge=map&tfp_map=Europe

False connection 

Transfer:to carry over the authority and approval of something we respect and revere to something the propagandist would have us accept. Propagandists often employ symbols 

•  http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=UK_TG&ref_pge=map&tfp_map=Europe
• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=NY_ND&ref_pge=map&tfp_map=USA

Testimonial: is a specific type of transfer device in which admired individuals give their endorsement to an idea, product, or cause

http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=UK_TG&ref_pge=map&tfp_map=Europe

http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=FL_TIMES&ref_pge=map&tfp_map=USA

Special Appeals

Plain Folks:convince the audience that the spokesperson is from humble origins, someone they can trust and who has their interests at heart

• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=UK_TG&ref_pge=map&tfp_map=Europe
• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=FL_TIMES&ref_pge=map&tfp_map=USA
• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=GA_SMN&ref_pge=map&tfp_map=USA
• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=UK_TT&ref_pge=map&tfp_map=Europe

Bandwagon:  technique to persuade the audience to follow the crowd

• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=CA_TR&ref_pge=map&tfp_map=USA
• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=WY_WTE&ref_pge=map&tfp_map=USA

Fear: is a device that attempts to reach you at the level of one of your most primitive and compelling emotions

• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=UK_LEP&ref_pge=map&tfp_map=Europe
• http://www.newseum.org/todaysfrontpages/pop_up.asp?fpVname=UK_TT&ref_pge=map&tfp_map=Europe

Précis

Advertisement- Précis

“Consumers need a rational excuse to justify their emotional decisions. So always include one,” David Ogilvy. Advertisement is constantly changing. Our society causes this transformation of persuasion, because our mind constantly changes therefore our way of thinking and perception. Adverts need to feed us with new ideas and concepts in order to reach us. The world of creativity is unlimited, are the minds of marketers?

Advertising always existed in some form. Already in the 1960’s it was in a state of research. The aim then used to be to raise awareness of a product or company and save the trademarking. Through this, there was an increase in consumer and the demand went up, but literally advertisements were just descriptions of products to publicize the existence. In order to save these brand marketing the trademarking was set to exclude copying. This moved to the next level-  image.

It’s all about the visuals. Not one company works with out it. The image is what counts and sells the product. Through the use of image the quality, function, heritage and satisfactory for resell of a product was transferred. All it had to be was recognizable. With the addition of some text to enhance the qualities of the product, mostly ecological language was used in order to reach the consumer. The establishment of communication between viewer and seller was very important to transform the image to the individuals. This was what made it the brand image.

Never the less was this enough. Studying the society and addressing specific targeted audience lead to the demographics. Specifying and analyzing a “consumer profile” lead to more success. The race, age, sex and wages are being taken into consideration and decisions have to made in form of what to go for. Research based on these factors should then be reflected on the audience’s psychology of the product rather than the product itself. The more details the more efficient the campaign. Most targeted audience is the babies and children, our future. Since they have the most valuable mental real estate and best to influence at early aged for a long-term resolution.

More efficient, detailed and specific, the psychology of the human being. When companies are trying to reach, they first need to know our wants and needs in order to attract our attention. Moving onwards form demographic profile to psychological profile, gives the firms a better understanding of our minds. Advertisement focuses a lot on pathos, the feelings, self-image and purchases of the consumer. Best way to sell the product to reflect ourselves in the ad in order to have us emotionally grabbed.

The same thing over and over again? Companies need to keep us entertained. Therefore there is a constant change in their concept. Using the perception of our world, which was created in our youth through fairytales, moral stories etc. is reflected back in ads to built up catharsis. How? Adding tension. But again, new technology came so did advertisements. Through the introduction of the remote control, no more laziness in switching channels existed, this set the relationship differently. The old tension rather scared people than attract. The way of persuasion had to change. The human beings already explored manipulation.

Irony, one another indirect insults, rebellion, being cool, winkwinks, jokes and changing habits, all this advertisement has gone through. Today, we focus on icons. Safe form the influence of authority. Just be. Universal icons with which everyone can associate one self. Or maybe the concept has changed this very last second again, because that is how our society works. Constantly changing.

SUNTECH

Analysis - Point form

• EMOTION: DESIRE
• BIG IDEA: power
• Audience: families, house owners, fairly wealthy to invest in solar power, businesses 
• status symbol! 
• Type of ad: magazine ad
• Formative Ad: introducing company, what is it and does (text, further analysis later)
•  but also slightly persuasive Ad: in an indirect way, naming all positive sides and trying to full fill desire
• AIDA
• Attack attention: picture// contrast(black&white), emphasis( woman) but focus on sun, value( sky different grey shades between black ground and white sun), sun in the top right intersection of rule of thirds, sun is pixilated ( contrast) and structure of solar- links 
• Develop interest: human being- are we involved? & slogan, logo, brand name
• Develop desire: text
• Move to action: visit www. suntech-power.com
• Slogan: Unlimited. 
• last for more than a lifetime
• Logo: a square with 2 parts- as if combing 2 things to make a perfect square- the perfection of solar energy
• TEXT:
• repetition: powering, powerful--> unlimited ( picture through running- pushing limits further/giving energy/ use of energy the sun)
• touch the furthest: use of comparative- reach the desire 
• touch the furthest , closer to home: juxtaposition
• it's about: introduction to a new company ( generalizing the campaign)
• and: emphasis what more it can do: there's even more to it
• closer to home: in juxtaposition to galaxy: both our home, but one far away but reachable and the home close and very easy to use solar power
• home, planet, galaxy: climax: solar power coming from the galaxy, serving the earth and helping us individuals
• our galaxy: one community, live in one galaxy wit own homes, as a community share the same energy source - become part of it
• see how we are powering: transference- do it like us
• A lifestyle: living on unlimited energy source - the sun 
• pseudo spirituality: giving power to you

Assignment- Examples

Global Warming

Big Idea: Habitat is shrinking


Audience: addressed to everyone, who claims not to care about global warming, because the ones who care don't need to be reminded


Attention: Referring to everyday life- business man-global warming? 
Interest: House shrinking, what happens next ? 
Desire: creating empathy- don't want to feel same 
Action: Bear crying for "help" in his small ice platform 
             Slogan: "When you feel it, it's already too late." 


Slogan: 
-repetition
-"already too late" pushes for immediate action
-"you" addresses viewer
-short--> good to remember


Music: 
- like a clock: ticking 
- indicates the time is running out- so is the life of the polar bears


Video: 
-self identifying through everyday life 
-metaphor: house shrinking-habitat of polar bear as well creates EMPATHY 
-repetition: everyday coming home - house gets smaller each day 
-irony: you least expect that your house gets smaller
-comparison/juxtaposition: feelings of the man; his house shrinking and polar bears feelings while habitat is becoming smaller

SUV 97X- Born from jets(SAAB)

“Born from jets” already the slogan defines it all. The main idea of Saab’s concept is the heritage of their aircraft company, which makes their cars so special compared to others. Note the sub slogan,  “ an SUV with altitude” refers back to airplane, but also with the use of a metaphor of altitude showing the power, which the vehicle provides.

Big, energetic and powerful! The picture, this is what attracts attention. With the use of different methods gabbing the reader’s eye, it always leads back to the big idea. First the ambiance in which the car is placed, models an airplane hangar. This symbolizes the heritage. Most importantly is the car, its position in the whole ad accords to the rule of thirds. Not is the vehicle placed in the middle, or somewhere not directly noticeable rather spreading over the thirds. The photograph of the car has been taken in an angle, focusing on the front making it big and powerful, just like an aircraft. Another indicator of dynamic is the color, black the car and the whole setting is darkened. With adding a slight detail of having the wheel turned, gives the sign: Ready for take off!

Not just the picture gabs the attention and interest; also the heading below “An SUV with altitude” develops interest. With repetition of the A, altitude jumps into the eye, again aircraft is the linking. The layout of the text in white creates contrast to the black car; therefore it emerges out the ad and catching the interest to learn more about the SUV.

Going back to history. A short explanation of the development of the vehicle and its features develops desire. Again the engineering of aircraft is being put in the very front and how this advantages the SUV. It makes it to a car like no other. Saab and SUV had been repeated to reinsure the reader of their special technology resource.  “9-7X SUV”, “300hp Displacement” and not to forget “V8 engine” is hi-tech jargon to every normal person but makes the SUV sound more advanced and fancy. Besides that, does anyone know that SUV means sport utility vehicle?

Flying and driving- a combination of both! Using synthesis is the statement “After all, once you’ve built jets, you just don’t built another SUV”, declares that the SUV is not “just” an ordinary car, there’s a lot more behind it. The repetition of “you” directs it to the reader. Also the juxtaposition used relates it back to its originality.

Enjoy your flight! With the enclosing imperative sentence it moves the readers to action. As always being the major background and reference the heritage of aircraft engineering. The starting at price is given to get action going, maybe to develop thoughts of the consumers, how to afford this automobile. Therefore the audience would be teenagers with license and above. To actually get them to see the advertisement it would be printed into a magazine. Its appearance would be at the right side; since the logo is positioned in the top right corner otherwise the company’s name would disappear in the middle. All necessary information is rather placed at the right half of the ad. Through emphasis, juxtaposition, repetition, hyperbole, jargon and picture the car is represented in its most efficient way to pass the message to its readers.

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A.I.D.A

http://www.andrewbradley.ca/?cat=17

• Attracts attention - the picture! 

- Contrast to how a closet usually looks like
- Zoom ins give a more detailed view

• Develops interest - Statement 

- Irony
-find out - creates a lot of interest

contrast to picture

• Develop desire- small text below

-listing

-repetition

-syntax

-(empathy)

• Move to attention- Plan your PAX: www.IKEA.com

- invites costumers to buy it