Download Free lesson on the "plain folk" rhetorical technique

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August, 2010
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This lesson, “Plain Folk” from Rhetorical Devices: A Handbook For Students Writers, discusses
the concept of “the plain folk approach” — a technique in which a propagandist attempts to seem as
“normal” as possible, gaining an audience’s trust through the use of colloquial phrases, expressions of
extreme sentimentality, an appearance of shyness, etc. The lesson culminates in discussion questions
regarding this concept.
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PART I: TECHNIQUES
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CHAPTER 9: PLAIN FOLK
Chapter 9: pLAIN FOLK
People tend to distrust outsiders, and the propagandist can take advantage of this
common prejudice using the plain folk technique. The aim of this approach is to
make an individual appear more like the average citizen, thus gaining the public’s
confidence.
In this poster from George McGovern’s 1972 presidential campaign, the
senator’s face blends in among the smiles of “plain folk” of various ages,
ethnicities, and professions.
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Techniques of Propaganda & Persuasion
The plain folk approach can perhaps be seen most strikingly in political candidates. Politicians often strive to be seen as more “normal” than their opponents.
They might do this by dressing like the average citizen, using colloquial expressions,
dropping the “g” from “-ing” verbs, or cultivating a working-class persona. Often,
such behaviors are part of a politician’s strategy and do not reflect who he or she
really is.
Former President Bill Clinton ate at McDonald’s, played the saxophone on a latenight talk show, and admitted to enjoying spy novels.
Former President Ronald Reagan was often photographed chopping wood.
Former President James Carter insisted on being sworn into office as “Jimmy.”
In recent years, perennial Washington office-holders have been pinpointed as the
cause of many of the problems in the United States government. This trend has
made it even more important for political candidates to be seen as “plain folk.”
To emphasize their own connections to the average citizen, candidates will often
attack the credibility of their opponents by labeling them “Washington insiders” or
“elitists.”
The plain folk technique can be effective even in international situations. For
example, with this approach, foreign “enemy” soldiers can be depicted as normal,
everyday people who have families, hopes, and dreams. This strategy may undermine the opposition’s will to fight; after all, fellow fathers, mothers, and children are
more difficult to kill than are nameless, faceless enemies.
You can recognize the plain folk approach by the propagandist’s efforts to
appear to be just like everyone else. Common techniques include:
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• t he use of colloquial phrases or intentional mistakes
in pronunciation that give the propagandist’s speech a
rougher, more working-class feel
• e xpressions of extreme sentimentality, such as fighting
back tears when talking about a tragedy
• u sing words such as “home,” “children,” or “dinner
table” that evoke the idea of the average family
• a n appearance of shyness, or a seeming reluctance to
take the spotlight or a position of leadership
PART I: TECHNIQUES
|
CHAPTER 9: PLAIN FOLK
Although it is generally effective, the plain folk technique sometimes backfires. Propagandists using this approach may come across as insincere if they are not
careful. For example, President George Herbert Walker Bush took on an “average
Joe” persona by expressing his penchant for fishing and his lifelong aversion to broccoli. This plain folk approach worked fairly well until on one occasion a reporter
asked him the price of a gallon of milk. Bush’s inability to make even a rough guess
revealed how distant his lifestyle was from that of working Americans and damaged
his efforts at seeming like an average person.
Through the plain folk approach, the propagandist attempts
to seem as “normal” as possible, gaining an audience’s trust.
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Techniques of Propaganda & Persuasion
Discussion Topics
These questions are intended as starting points for class discussions; for most, there
is no right or wrong answer. However, all responses should be defended in a way
that demonstrates an understanding of the principles of propaganda that have been
discussed in this chapter.
1. What are some examples of plain folk propaganda that you have seen in advertising? What product lines have used this technique, and how?
Answers will vary.
2. What kinds of advertisements and/or political campaigns would not benefit from
using the plain folk approach? Under what circumstances would this technique be
counterproductive?
Products or politicians who appeal to an elitist audience would not benefit from using the plain folk technique. Likewise, an individual or product that could not make
a realistic claim to being ordinary and common should not use this approach.
3. Consider the following quote:
I grew up on a farm in rural Mississippi, so I know the meaning of struggle. I learned the
value of hard work and determination at an early age, and it’s a lesson I won’t soon forget.
Describe a situation in which this quote would constitute plain folk propaganda.
Then, describe a scenario in which it would not.
This quote would constitute plain folk propaganda if delivered by a public figure,
such as a politician, in an attempt at self-promotion.
However, if spoken by a grandfather to his grandchildren, for example, this would
not be an instance of propaganda.
4. Imagine that you are running for office, and create a speech in which you promote yourself using plain folk propaganda.
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Responses will vary, but should include several of the techniques described in the chapter, such as colloquial phrases or intentional mistakes in grammar; expressions of extreme sentimentality; descriptions of the speaker’s familial relationships; words such as
“home,” “children,” or “dinner table” that evoke the idea of the average family; discussions of the speaker’s personal foibles or hobbies; and gestures of shyness or humility.