Propaganda And Persuasion, Garth 's. Jowett And Victoria O ' Donnell

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(U) Introduction (U) In the book Propaganda and Persuasion, Garth S. Jowett and Victoria O’Donnell provide a ten-question framework for analyzing persuasive techniques. This paper analyzes two political advertisements, “Peace Little Girl (Daisy)” from the 1964 U.S. presidential election and “Prouder, Stronger, Better (Morning in America)” from the 1984 election, using Jowett and O’Donnell’s Framework and other models.
(U) “Peace Little Girl (Daisy)” Campaign Advertisement
(U) During the 1964 election of Lyndon B. Johnson versus Barry Goldwater, the “Peace Little Girl (Daisy)” commercial advocated for the audience to vote for Johnson. The commercial shows a young girl in a field picking pedals off of a daisy. The girl is later killed by a nuclear bomb explosion. The ideology and purpose of this propaganda campaign was to persuade people to vote for Johnson. In this advertisement, Johnson stands for peace and stability. This advertisement infers that a nuclear war is a reality if Johnson is not elected, and Goldwater becomes president. This advertisement does not directly state that Goldwater could start a war, but alludes that his extreme views could put the U.S. at risk. This advertisement’s intent is also to portray Goldwater as an extremist, diminishing his chance to build a moderate image to appeal to more voters. (U) The context in which this propaganda occurs is an era with a prevailing mood of fear, unrest, and uncertainty. Americans feared the threat

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