Teachers Guide

Propaganda: Whats the Message?

Time Needed: One to two class periods Materials Needed: Student worksheets, Gallery Walk copies Copy Instructions: Student packet (Six pages double-sided; Learning Objectives. Students will be able to:

Differentiate between forms of persuasive media. Identify bias, propaganda, and symbolism in media. Identify forms of propaganda in use.

class set)

Gallery Walk (One copy for the room)

STEP BY STEP
TEACHER PREP Place each page of the Gallery Walk around the classroom and divide the class into seven groups prior to teaching this lesson. (The groups will be rotating through these during class.) by asking students how they might try to convince someone to do something. (Examples: parents to extend curfew, teacher to postpone a due date, choice of movie with friends, etc.) Ask students if there are any common techniques. one student packet to each student. through the packet with the class, answering questions or clarifying terms along the way if needed. students into up to seven small groups to rotate through the Gallery Walk pages. students to spend 3-5 minutes at each station and complete the Gallery Walk pages in their student packet. (Tip: use an egg timer to keep track of the pace) If you have time for an 8th station, you can ask the students to stop at the challenge page as well. the answers to the stations. students to complete the two Activity pages in their packet as review. by asking students to think of all the places these propaganda techniques can be found. (TV, radio, internet, conversations, advertisements, etc.)

ANTICIPATE

DISTRIBUTE READ DIVIDE INSTRUCT

REVIEW ASSIGN CLOSE

This lesson plan is part of the Media and Influence series by iCivics, Inc. a nonprofit organization dedicated to advancing civic education. For more resources, please visit www.icivics.org/teachers, where you can access the state standards aligned to this lesson plan . Provide feedback to [email protected]. 2012 iCivics, Inc. You may copy, distribute, or transmit this work for noncommercial purposes if you credit iCivics. All other rights reserved.

Whats the Message?

Propaganda

Name:

Did you know the average teen is exposed to over 3,000 advertisements per day? Without the skills to look critically at all these messages, its easy to be persuaded by them without even realizing it. Propaganda is media that uses carefully-crafted messages to manipulate peoples actions and beliefs. It has one purpose, and one purpose only: to persuade you. There are a variety of propaganda techniques. They use biased, or one-sided, messages and are designed to appeal to peoples emotions instead of their judgment and reasoning. How many of the following techniques do you recognize from your own exposure to propaganda?

Testimonials
Testimonials usually involve celebrities or other respected people endorsing, or officially supporting, a product or idea. The person giving the testimonial could be famous, knowledgeable about the product (such as a doctor talking about medicine), or just an ordinary person who claims the product has worked for them. When the testimonial comes from a celebrity, the hope is that you will want to use the product or support the idea simply because they do. Other testimonials try to persuade you to use or support something because it is good for you or it worked for others. Beware, though, because people are usually paid to give endorsements (except in politics).
Oprah Winfrey and Barack Obama in 2008.

Ask yourself: Who is quoted in the testimonial? Is this person actually an expert about this product or idea? Does the product or idea have value without the testimony or endorsement?

Bandwagon
Jumping on the bandwagon describes people choosing to go along with the rest of the crowd. Bandwagon propaganda creates the impression that there is widespread support for a thing or idea. People tend to want to be on the winning team and try to avoid being the odd one out. These messages create a sense of peer pressure to join in. Ask yourself: Does the message provide reasons for joining the group? Is there any evidence for or against joining in?

Name-Calling

It must be good if billions have been served!

Name-calling is exactly what it sounds like: using negative words and bad names to create fear and dislike for people, ideas, or institutions. Name-calling can be verbal or visual. When done visually, it shows a person or thing in an unflattering way. You can find both kinds of this technique in political cartoons, political attack ads, and on news talk shows.
A 2008 political cartoon showing the presidential candidates too young or too old.

Ask yourself: Who is being called what? Is there a real connection between the names and the person/idea being attacked? Reading p.1

Whats the Message?

Glittering Generalities

Name:

This technique always shows the subject of the message in a positive light, but provides little or no information. Glittering generalities use simple, clever slogans that appeal to peoples emotions. These general statements are easy to remember but hard to verify because they offer no facts. Ask yourself: What do these slogans or catchphrases really mean?

Slogans and posters from the 2008 presidential election.

Card Stacking
Card stacking uses facts and figures to show one side as positive and the other side as negative. The message shows only positive information about the person, product, or idea being promoted, and it shows only damaging information about the opposition or competition. This technique is designed to make you think you are hearing both sides. In reality, you are actually hearing only one perspective. Ask yourself: Are facts being changed or left out? What other pieces of information do I need to make an informed decision?

Plain Folks
The plain folks technique is designed to send the message that a product or person is just like you. An advertiser will show an ordinary-looking person who vouches for how well a product works. Politicians have their picture taken visiting coffee shops, riding on tractors, and doing other things that everyday people do. The goal is to gain your trust by showing that people just like you use the product or support the person. Ask yourself: Can I trust the person who is speaking or acting? What are the persons motives for visiting this place? Is this person really just like me?
Rudy Giuliani visits a small town diner during his 2007 presidential campaign.

Transfer
The transfer technique uses your feelings about one thing to get you to feel the same way about something else. Transfer can use a positive image to persuade you to like something or a negative image to persuade you to dislike something. The images might be symbolic, such as a flag standing for patriotism. They might be cute and lovable, such as a baby penguin. The images could be repulsive, such as diseased skin in an anti-smoking campaign, or they could be hateful, such as comparing a politician to Adolf Hitler. However they are presented, the images act as wordless messages that most people can identify with. Ask yourself: What is the image trying to get me to feel? Is there an actual connection between the image and the person or product? Reading p.2

Whats the Message?

Image 1. Explain how the drawing portrays German soldiers: Does the soldier look human? What is on the soldiers arms? What is the soldier trying to do? Is this a positive or negative image?

Name:

Station One: Name Calling

Yes No, he looks like:

Positive Negative The Technique. Based on what you see in these examples, what three things can be done to make someone or something look bad? 1. _________________________________________ 2. _________________________________________ 3. _________________________________________

Image 2. What name does this ad want you to connect with the politician? __________________________ A) The ad is saying that Patty Murray is __________________________. B) The ad shows Patty Murray as happy unhappy. C) The advertiser wants people to like dislike this politician.

Station Two: Testimonial

Image 1. Explain the message in this magazine ad: Who is the celebrity in this ad? What product is she endorsing? What does she claim this product has done? What message are YOU supposed to take away from this ad? Image 2. Analyze the testimonial in this ad: A) Who is endorsing whom in this ad? _____________________________ is endorsing _____________________________ B) The testimonial is being given by:
A celebrity Knowledgeable group of people An ordinary person

The Technique. Which of the following testimonials would convince YOU? A football quarterback endorsing toothpaste. A mom endorsing a healthy snack for kids. Your favorite movie star endorsing broccoli. Your favorite singer endorsing a brand of shoes.

C) What is the ad trying to persuade you to do? ________________________________________ Gallery Walk p.1

Whats the Message?

Name:

Station Three: Transfer

Image 1. Explain the message in this public service announcement: What two things are pictured in this image? Which one is supposed to be scary? How does the scary image impact the other image? What is this ad trying to tell you? Image 2. Setting the stage: A) What are the 2 symbols of patriotism you see in this image? 1. _______________________________ 2. _______________________________ B) What are these symbols supposed to make you believe about the candidate? He is from New York. His favorite color is red. He loves America. The Technique. Think about whether the transfer messages in these images are accurate: A) Is there an actual connection between car wrecks and alcoholic beverages? Yes No Need more information to decide B) Is there an actual connection between this politician and the symbols in the picture? Yes No Need more information to decide 1) 2)

Station Four: Glittering Generalities

Image 1. Explain the message in this soda ad: What does this ad tell you about Coca-Cola? How much information is provided in the ad? How much do you already know about CocaCola ? How is this message supposed to make you feel? Image 2. Match each question below with the piece of campaign propaganda that it challenges. _____ What specific leadership qualifications does he have? _____ What does this future hold? _____ What, specifically, should Americans hope for? _____ What, exactly, can we do? _____ Why should I like him? _____ Can anyone really guarantee peace and prosperity? Gallery Walk p.2 A lot A lot Positive Some Some Neutral A little A little None None

Negative

The Technique. Describe how glittering generalities tries to persuade people. What tools does it use? Unscramble the words below. lgsnosa __________________________

and
cthca esrhasp ________________________

that are
ispmel & revcel ___________________________

Whats the Message?

Image 1. Plain President? A) Do you think this is where the President and Vice President usually eat? Yes No B) Find one detail in this picture that makes it look like the kind of place everyday people might eat: ___________________________________

Name:

Station Five: Plain Folks

Image 2. Campaigning with workers. A) What message is this photo trying to send?
Perry wishes he could wear a hard hat too Perry wants to invest in this company Perry can relate to average people

B) Find one thing in this picture that shows these workers are plain folks: _____________________________________ C) The politicians in both images still look different from everyone else because they are wearing _____________. The Technique. Mark the question that would NOT be helpful for analyzing this technique.
Would the President eat here if there were no

Image 3. Explain the message in this ad: A) The woman in the ad looks glamorous normal

B) Find one detail in this picture that makes the woman look like a regular person: ____________________________________

cameras photographing him?

Why is Perry visiting these workers? Is the woman with the water a Republican?

Station Six: Bandwagon

Image 1. Explain the message in this ad for laundry detergent: What difference do you see between the teams? What is Tides slogan? Which team are you supposed to prefer? Why are you supposed to want to be on that team? Image 2. Analyze this World War II poster: A) When Rosie says we, who is she talking to?
All Americans American women Factory workers

#2 Brand

Tide

The Technique. The bandwagon technique is most like:

Peer pressure Advice Getting in trouble

B) Look at Rosie. Find one characteristic or quality Rosie has that other women might wish for: ____________________________________

Why? ____________________________________ _________________________________________ _________________________________________

Gallery Walk p.3

Whats the Message?

Name:

Station Seven: Card Stacking

Image 1. Explain the message about this cell phone provider ad: What can you learn about Verizon? What do you learn about AT&T? Can you tell whether AT&T has any benefits Verizon doesnt have? Why cant you trust the information in this ad? Image 2. A) Which product is this ad promoting?
Omega-9 Canola Oil Partially Hydrogenated Soybean Oil

Yes

No

The Technique. Think about whether you can base a decision on these messages: Do card stacking messages give you information? Yes No Do they give you the benefits and drawbacks of both items being compared? Yes No Do they give you enough information to really understand both products? Yes No

B) The ad mentions reducing Bad Fat. Is it clear what bad fat is? Yes No C) Does this ad show any information about the possible benefits of soybean oil? Yes No

Station Eight: Challenge Image

Romney/Rock Image. Explain the message in this photo op:

Who is endorsing whom in this photograph?

is endorsing

What is hanging in the background? Which group of people would most likely Senior citizens Kids under 18 Rock music lovers be persuaded by this image? Jazz music fans Voters age 18-40 Men Women (check all that apply) Which two propaganda techniques are applied in this scene? Technique #1 Technique #2

How do you know these techniques are being used?

Gallery Walk p.4

Whats the Message?

Vocabulary. Match each term with its definition. ___1. Propaganda ___2. Bias ___3. Endorse ___4. Symbol

Name: Youre Biased! Read each message and decide if it is biased. Then identify which propaganda technique is used.

A. Something that stands for or represents something else B. Officially support a product, candidate or idea C. Messages that are made to manipulate peoples actions and beliefs D. Only shows one side of a debate

Cats v. Dogs
Cats... -Bathe themselves -Litter trained -Purr Is this message biased? A. Plain Folks Dogs... -Always getting dirty -Has to be walked -Barks a lot Yes No

If it is, what propaganda technique does it use? B. Card Stacking

New Video Game

Thrill a minute! Symbols. Circle one of the symbols above and answer the questions that follow. 5. What IDEA does this symbol stand for? The best game out there! Exciting stuff! Is this message biased? A. Glittering Generalities 6. If you put this symbol on your backpack, what message would you be sending? Yes No B. Bandwagon

If it is, what propaganda technique does it use?

Restaurant Menu
Starters House Salad Mozzarella Sticks Calamari Garlic Cheese Bread Is this message biased? A. Testimonial Yes 4.50 5.50 6.00 4.50 No

7. How could this symbol be used in propaganda?

If it is, what propaganda technique does it use? B. Transfer Activity p.1

Whats the Message?

Step One: Read each side of the two debates and pick a side for your piece of propaganda. All students should have the summers off from school. Students should attend school all year long.

Name:

Cartoon Time Follow the steps to create your own piece of propaganda. Step Two: Select the type of propaganda technique you will use in the cartoon.
Name Calling Glittering Generalities Transfer Testimonial Plain Folks

Coke is the best kind of soda.

Pepsi is the best kind of soda.

Card Stacking Bandwagon

Step Three: Use the space below to create your propaganda cartoon. Make sure you use what you have learned in this lesson!

Activity p.2

Whats the Message?

Image 1. Explain how the drawing portrays German soldiers: Does the soldier look human? What is on the soldiers arms? What is the soldier trying to do? Is this a positive or negative image?

Name: **TEACHER GUIDE**

Station One: Name Calling

Yes X No, he looks like: a gorilla or ape, monster, etc.

blood grab the world, attack Europe, etc.

Positive X Negative The Technique. Based on what you see in these examples, what three things can be done to make someone or something look bad? 1. using negative words_____________ 2. bad names______________________ 3. unflattering images_______________

Image 2. What name does this ad want you to connect with the politician?

Reckless_________________
A) The ad is saying that Patty Murray is Reckless______________. B) The ad shows Patty Murray as happy X unhappy. C) The advertiser wants people to X dislike this politician. like

Station Two: Testimonial

Image 1. Explain the message in this magazine ad: Who is the celebrity in this ad? What product is she endorsing? What does she claim this product has done? What message are YOU supposed to take away from this ad? Image 2. Analyze the testimonial in this ad: A) Who is endorsing whom in this ad?

Jennifer Hudson, singer and actress Weight Watchers weight loss program Helped her lose weight You can lose weight like she did with Weight Watchers
The Technique. Which of the following testimonials would convince YOU? A football quarterback endorsing toothpaste. A mom endorsing a healthy snack for kids. Your favorite movie star endorsing broccoli. Your favorite singer endorsing a brand of shoes.

The American Federation of Teachers is endorsing Hilary Clinton

B) The testimonial is being given by:
A celebrity X Knowledgeable group of people An ordinary person

C) What is the ad trying to persuade you to do?

Support Hilary Clinton too

Gallery Walk p.1

Whats the Message?

What two things are pictured in this image? Which one is supposed to be scary? How does the scary image impact the other image? What is this ad trying to tell you? Image 2. Setting the stage: A) What are the 2 symbols of patriotism you see in this image? 1. Statue of Liberty 2. American flags B) What are these symbols supposed to make you believe about the candidate? He is from New York. His favorite color is red. X He loves America.

Name: **TEACHER GUIDE**

Station Three: Transfer

1) alcoholic beverage 2)

car crash/wreck

The car crash The car crash makes the drink look less cool Drinking and cars do not mix
The Technique. Think about whether the transfer messages in these images are accurate: A) Is there an actual connection between car wrecks and alcoholic beverages? X Need more information to decide Yes No B) Is there an actual connection between this politician and the symbols in the picture? X Need more information to decide Yes No

Station Four: Glittering Generalities

Image 1. Explain the message in this soda ad: What does this ad tell you about Coca-Cola? How much information is provided in the ad? How much do you already know about CocaCola ? How is this message supposed to make you feel? Image 2. Match each question below with the piece of campaign propaganda that it challenges.

Nothing, it goes well with other things...

A lot A lot X Positive Some Some Neutral A little A little X None None

Negative

_F_ What specific leadership qualifications does he

have?

The Technique. Describe how glittering generalities tries to persuade people. What tools does it use? Unscramble the words below. lgsnosa ____slogans____

_E_ What does this future hold? _C_ What, specifically, should Americans hope for? _A_ What, exactly, can we do? _B_ Why should I like him? _D_ Can anyone really guarantee peace and prosperity?

and
cthca esrhasp ____catch phrases _____

that are
ispmel & revcel ___simple and clever___

Gallery Walk p.2

Whats the Message?

Image 1. Plain President? A) Do you think this is where the President and Vice President usually eat? Yes X No B) Find one detail in this picture that makes it look like the kind of place everyday people might eat:

Name: **TEACHER GUIDE**

Station Five: Plain Folks

Image 2. Campaigning with workers. A) What message is this photo trying to send?
Perry wishes he could wear a hard hat too Perry wants to invest in this company X Perry can relate to average people

B) Find one thing in this picture that shows these workers are plain folks:

Answers will vary, paper towels, ketchup, etc.

Image 3. Explain the message in this ad: A) The woman in the ad looks glamorous X normal

Answers will vary, hard hats, working jacket, etc.

C) The politicians in both images still look different from everyone else because they are wearing

suits.
The Technique. Mark the question that would NOT be helpful for analyzing this technique.
Would the President eat here if there were no

B) Find one detail in this picture that makes the woman look like a regular person:

Answers will vary, at a gym, no makeup, pulled back hair, etc.

cameras photographing him? Why is Perry visiting these workers? X Is the woman with the water a Republican?

Station Six: Bandwagon

Image 1. Explain the message in this ad for laundry detergent: What difference do you see between the teams? What is Tides slogan? Which team are you supposed to prefer? Why are you supposed to want to be on that team? Image 2. Analyze this World War II poster: A) When Rosie says we, who is she talking to?
All Americans X American women Factory workers

Sad/happy, clean/dirty, different detergents Its cleaner on the Tide side. or You can trust Tide...
#2 Brand X Tide

It is winning and its cleaner/happier.

The Technique. The bandwagon technique is most like:
X Peer pressure Advice Getting in trouble

B) Look at Rosie. Find one characteristic or quality Rosie has that other women might wish for:

Why? People want to be on the winning side, or at

least not on the losing side.

Answers will vary: confidence, strength, a job, nice handkerchief...

Gallery Walk p.3

Whats the Message?

What can you learn about Verizon? What do you learn about AT&T? Can you tell whether AT&T has any benefits Verizon doesnt have? Why cant you trust the information in this ad? Image 2. A) Which product is this ad promoting? X Omega-9 Canola Oil Partially Hydrogenated Soybean Oil B) The ad mentions reducing Bad Fat. Is it clear what bad fat is? Yes X No

Name: **TEACHER GUIDE**

Station Seven: Card Stacking

Image 1. Explain the message about this cell phone provider ad:

5X more 3G coverage, map is almost filled in A lot less map coverage, less 3G coverage than AT&T
Yes X No

It does not give enough information

The Technique. Think about whether you can base a decision on these messages: Do card stacking messages give you information? X Yes No Do they give you the benefits and drawbacks of both items being compared? Yes X No Do they give you enough information to really understand both products? Yes X No

C) Does this ad show any more information about the possible benefits of the soybean oil? Yes X No

Station Eight: Challenge Image

Romney/Rock Image. Explain the message in this photo op:

Who is endorsing whom in this photograph?

Kid Rock

is endorsing

Mitt Romney

What is hanging in the background?

The American Flag

Which group of people would most likely Senior citizens Kids under 18 X Rock music lovers be persuaded by this image? Jazz music fans X Voters age 18-40 X Men X Women (check all that apply) Which two propaganda techniques are applied in this scene? Technique #1 Technique #2

Transfer There is an American flag as the backdrop to the stage. This symbolizes patriotism.

Testimonial/Endorsement The music star, Kid Rock is publically showing his support for presidential candidate Mitt Romney.

How do you know these techniques are being used?

Gallery Walk p.4

Whats the Message?

Vocabulary. Match each term with its definition. _C_1. Propaganda _D_2. Bias _B_3. Endorse _A_4. Symbol

Name: **TEACHER GUIDE** Youre Biased! Read each message and decide if it is biased. Then identify which propaganda technique is used.

A. Something that stands for or represents something else B. Officially support a product, candidate or idea C. Messages that are made to manipulate peoples actions and beliefs D. Only shows one side of a debate

Cats v. Dogs
Cats... -Bathe themselves -Litter trained -Purr Is this message biased? A. Plain Folks Dogs... -Always getting dirty -Has to be walked -Barks a lot Yes No

If it is, what propaganda technique does it use? B. Card Stacking

New Video Game

Thrill a minute! Symbols. Circle one of the symbols above and answer the questions that follow. 5. What IDEA does this symbol stand for? The best game out there! Exciting stuff! Is this message biased? Yes No

If it is, what propaganda technique does it use? A. Glittering Generalities B. Bandwagon 6. If you put this symbol on your backpack, what message would you be sending?

Restaurant Menu
Starters 7. How could this symbol be used in propaganda? House Salad Mozzarella Sticks Calamari Garlic Cheese Bread Is this message biased? A. Testimonial Yes 4.50 5.50 6.00 4.50 No

If it is, what propaganda technique does it use? B. Transfer Activity p.1