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Propaganda
Propaganda comes in many forms, but it
always has the following characteristics:
persuasive function
sizeable target audience
representation of a specific group’s agenda
use of faulty reasoning and/or emotional appeals
Part 1: Assertion
• Assertion is the simplest form of propaganda.
It consists of simply stating a debatable idea as
a fact, with no explanation or justification.
The Middle East will never be at peace.
A record number of hurricanes have been
caused by global warming this year.
Assertion
• Assertion relies on the premise that people are
essentially gullible and like to believe what
they are told.
Women are bad drivers.
Men never stop to ask for directions.
• Assertion is sometimes used in political or
military propaganda, as in this illustration from
World War I.
Assertion
Unfounded assertions are also common in
commercial advertising.
Fulmer’s Glue: making life better since 1926
Dogs that eat Nutri-Chow have more energy.
Assertion
• Think about how many advertisements include
phrases like the following, without any
justification:
the best product available
the most popular brand
with a taste that will never let you down
• George Orwell’s fictional study of propaganda
and mind control, 1984, contains an example
of the assertion technique. In the novel, the
following three slogans of “the Party” are
emblazoned on the walls of the Ministry of
Truth building:
WAR IS PEACE
FREEDOM IS SLAVERY
IGNORANCE IS STRENGTH
Propaganda that uses assertions often suggests a
course of action.
• Often, an assertion will be supported by
“facts” that are not
necessarily true.
• This level of assertion is sometimes used to
mislead people in a way that is potentially
harmful.
The scientific evidence, taken as a whole, is insufficient to establish
that other people’s tobacco smoke is a cause of any disease.
— Imperial Tobacco Group
Discussion - assertion
• Identify which of the following assertions qualify as
propaganda, and explain your answer. Modify those
that are not propaganda to make them fit the four
criteria.
A. Parent to child: “If you eat your vegetables, you’ll
grow up to be big and strong.”
B. Billboard: “Mario’s Pizza, Next Exit.”
C. Magazine ad for “age-defying” makeup: “True
Beauty is Ageless.”
Identify which of the following assertions qualify as
propaganda, and explain your answer. Modify those that
are not propaganda to make them fit the four criteria.
D. Commercial: “According to a study by the National
Heart Association, eating this cereal, as part of a
balanced breakfast, may reduce the risk of heart
disease.”
E. Political commentator: “Richard Williams
obviously doesn’t have the experience it takes to
be President of the United States.”
Identify the audience and purpose for this poster, and
discuss
whether this is an example of assertion propaganda.
Part 2: Bandwagon
• People generally like to feel that they belong to
a group, especially one that appears to be
successful and popular. The bandwagon
technique manipulates people by appealing to
this desire.
• Origin
Bandwagon
Five million members and growing!
Thousands of satisfied customers can’t be wrong.
“Everybody’s doing it!”
Bandwagon
Everyone knows that the Grand Canyon is the most
beautiful place in North America.
More and more couples are living together without
being married, so it must be all right.
The Jackson campaign has the popularity it
takes to win the election.
Choose the top-selling truck in its class.
Bandwagon
Bandwagon
Most scientists believe global warming is a
result of human activity.
Experts agree that obesity contributes to the
development of cancer.
Bandwagon
• Question what you’re given
Scientists agree that the sun revolves around the earth.
More and more doctors are recommending that their
patients smoke cigarettes.
Identify the audience and purpose for this poster, and
discuss whether this is an example of bandwagon
propaganda.