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Argument, Persuasion, Propaganda

Level: Second/Third Year Art & Design/ ESL high-intermediate to advanced

Language Focus: Language semiotics + semantic and pragmatic meaning

Design Focus: visual semiotics + advertising strategies

Time: 2 classes of 2h 40 min. (each class 2h 15min activities + 25min. break/debrief)

Prep time: 4 hours

Lesson Description:

In these lessons, the teacher introduces lexis, semantic and pragmatic meaning, and visual representations—in relation to language use— through theories of Semiotics. In understanding semantic and pragmatic meaning within the context of semiotics in advertising, students are able to develop a coded language to support arguments and developed concepts and to create slogans and storylines deemed effective to reach specific audiences. Once acquainted with different advertising strategies, students prototype PSA video spots for an HIV campaign in three variations: Argument, Persuasion, and Propaganda, and test their effectiveness within a defined audience. Students also write self-analysis essays assessing both the process and results of each PSA.

Class 1

FOR TEACHER:

Readings:

• Charles Sanders Peirce on Semiotics, (Chapter 5)
• Politics of Persuasion, Persuasion in Healing [http://bit.ly/2tfR94q]
• Augmentation: The Art of Persuasion [http://bit.ly/2tOW9K9]

Visual Aids:

• Heineken, Social Experiment Ad Campaign 
• Coca Cola Friendship Experiment 
• Luxury brands Advertising Opportunities 

TEDtalks:

• Life Lessons from an Ad Man, Rory Sutherland 
• Lessons in Propaganda, Slavko Martinov

TEDed:

• Science of Persuasion 
• Propaganda then and Now 

FOR STUDENTS:

Readings:

• The Routledge Companion to Semiotics and Linguistics, Paul Cobley, 2001. Chapter 2: Charles Sander Peirce’s Concept of the Sign, page 28-39; Chapter 3: The Origins of Language, page 40-51; chapter 5: Sociolinguistics and Social Semiotics, page 66-82; Chapter 6: Pragmatics, page 83-94

• Design and Semiotics, Mihai Nadin 

• Media Argumentation, Douglas Walton (Chapter 2: The Speech Act of Persuasion, page 47-90; Chapter 3: Propaganda, page 91-126)

Handouts:

• Argument, Persuasion, Propaganda
• Graphic Agitation 2, Liz McQuiston

Worksheets:

• Ad campaign analysis (2, 2.1, and 2.2)

Class 2

FOR TEACHER:

 Readings:

• All About Public Service Announcements 
• Elements of Semiology, Roland Barthes 
• Advertising Strategies, Tom Altstiel, page 77-84, 99-106, 149-171, 226

Visual Aids:

• Noam Chomsky: Don’t Seek to Persuade Others to your Own Views 
• The Persuaders 

FOR STUDENTS:

Readings:

• Wine and Milk, Roland Barthes, pages 58-61

• The Routledge Companion to Semiotics and Linguistics, 2010. Chapter 6: Sociosemiotics, page 118-134; Chapter 9: Semiotics of Media and Culture, page 135-149 

• Decoding Advertising, Judith Williamson (chapter: Signifier, Signified, Sign, page 17-19; Chapter One: A Currency of Signs, page 20-34