RATE THIS EXAMPLE FROM "BENEFICIAL" TO "HARMFUL"
BENEFICIAL HARMFUL
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Ukranian Armed Forces ad
Background Information
The video is a 1-minute social commercial/social announcement created for the Armed Forces of Ukraine. It features various soldiers in active combat zones or military settings looking into the camera. Instead of stating their military ranks, each soldier introduces themselves by their civilian identity in Ukraine. In early 2014, following the Revolution of Dignity (Euromaidan), Russia annexed Crimea and instigated a war in eastern Ukraine (the Donbas region). Ukraine’s military at the time was underfunded and caught unprepared. Because the regular army was struggling, thousands of ordinary Ukrainian citizens- teachers, IT specialists, students, and fathers- volunteered to go to the front lines. This ad was designed to shift the public perception of the military.
Technique Used
Activate Emotion
This is propaganda because
This video is propaganda based on appealing to emotion because it completely bypasses logic to target the viewer's feelings of empathy, guilt, and pride. By contrasting harsh military gear with touching civilian titles ("I am a father," "I am an only son"), it creates an instant emotional shock. The ad forces the audience to feel the tragic personal sacrifice of ordinary people, triggering a deep sense of moral debt and gratitude.
Source
Youtube
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