Sports Propaganda
loaded words
This is an example of loaded words because Manchester United uses the group’s football chant “Glory glory Man United” as the advertisement progressively displays newer designs of the uniforms with notable soccer players. The advertisement was the result of Chevrolet's sponsoring for enhanced fan support in games. At first glance, this seems to be glittering generality in its usage of the word “glory” as it is a virtue word. However, the lyrics of the song end up explaining how it is loaded - e.g. "famous Man United", "flying high", "pride". By using these positive terms which are directed towards fans, the video uses loaded words to create a positive feeling. Loaded words work because of this very reason - they make us feel in a certain way, in this case, a positive way. The football chant is used in this advertisement to highlight all the newer soccer uniform. The video emphasises the team’s progress over the years with the fan’s support for the team, by purchasing the upgraded version of uniforms following the most popular players of the time period. Choosing Wayne Rooney, one of the team’s current stars, to directly address the fans for their support, the video comes to ending by asking fans to purchase the newest version of the team’s uniform.
Young, Noel. "Glory! Glory! Manchester United Finally March out with New Chevrolet Strips and the Fans
Cheer Them on." The Drum. The Drum, 7 July 2014. Web. 25 Jan. 2015.
<http://www.thedrum.com/news/2014/07/07/glory-glory-manchester-united-finally-march-out-new-
chevrolet-strips-and-fans-cheer>.
Cheer Them on." The Drum. The Drum, 7 July 2014. Web. 25 Jan. 2015.
<http://www.thedrum.com/news/2014/07/07/glory-glory-manchester-united-finally-march-out-new-
chevrolet-strips-and-fans-cheer>.