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Journalism & Communication
Pages 4 (1004 words)
Propaganda Name Journalism, Mass Media and Communication Instructor’s Name Date Abstract The paper aims to proffer issues pertinent to an analysis of an ad according to the following categories: context, ideology, visual appeals, language, identification and otherness.
Propaganda The word ‘propaganda’ was defined by Linebarger (1954) as consisting of “the planned use of any form of public or mass-produced communication designed to affect the minds and emotions of a given group for a specific purpose, whether military, economic, or political" (p. 39). With the definition, one could effectively present an analysis of an advertisement that has been recognized as one of the best viewed ads of 2011: “Volkswagen’s “The Force”, in which a young Star Wars fan tries to use “The Force” on his father’s new Passat” (Holmes, 2011, par. 2). The advertisment definitely falls under the definition of a propaganda in terms of using mass-produced communication through the television and posting online with the purpose of eliciting emotion from the audience regarding the launching of 2012 Passat. In this regard, the paper aims to proffer issues pertinent to an analysis of the ad according to the following categories: context, ideology, visual appeals, language, identification and otherness. The main message of the ad would be discussed as well as its effectiveness in eliciting emotional appeal from a wide range of audience. Context The ad was created by Interpublic Group's Deutsch Inc.'s Los Angeles office and was released online on February 2, 2011 (Hall, 2011). ...
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