Advertising Bias in Media (Grades 4-8)

Propaganda and bias in in newspapers, magazines, newspapers, magazines,

billboards and on TV billboards and on TV

All advertising is making a “claim.”

What’s the claim here?What’s the claim here?

Bias = prejudice in favor of or against something

What about bias in newspaper What about bias in newspaper and magazine ads?and magazine ads?

Advertising Facts:Advertising Facts:

1. All companies are trying to sell their products.

2. All companies want you to buy their product so they can make a profit.

All advertisements work like this -All advertisements work like this -

1. The ad grabs your attention.

2. The ad makes you feel like you need something.

3. The ad tries to sell you the product!

Advertisers use Advertisers use propaganda.One-sided information information that supports an idea

Appeals to emotion, rather than the mind!

Types of PropagandaTypes of Propaganda

BandwagonTestimonialTransferRepetition

Plain folksName CallingGlittering GeneralitiesEmotional Card Stacking

1. Bandwagon

“Everyone is doing it.”“Be a part of the crowd.”

“Don’t get left out.”

2. Testimonial

A famous person endorses a product.The ad may also use someone who isn’t

famous, but who claims to have used the product successfully to obtain their goals.

3. Transfer

◦Using words that will get your feelings about one thing transferred to another thing. Patriotism Sex Appeal Love or Popularity Power and Fame Money and Wealth

4. Repetition4. RepetitionRepeating a key word or phrase in

hopes that it will be remembered. A logo might also be used

repeatedly.

5. Card Stacking5. Card StackingComparing two similar

products with one always superior.

Stacking all of the “cards” in favor of one of the products over another.

Frequently used in political advertising.

6. Glittering Generalities6. Glittering Generalities

Using words that sound good, but don’t really mean anything.

Creates a favorable image in the mind of the consumer

7. Name Calling7. Name Calling Uses words to give you a negative impression of the other person or product.

Used a lot in political campaigns.

8. Emotional8. Emotional

Plays on a person’s feelings

Doesn’t use facts

9. Plain Folk9. Plain Folk Just one of the guys (or girls).

An average Joe.

Used to appeal to the general public by saying that the people in the ads are the same as you, have the same problems, and understand you.

Gives consumers a sense or camaraderie.

Advertising Bias in Media (Grades 4-8)

Education

Transcript of Advertising Bias in Media (Grades 4-8)

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