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THE POWER OF WORDS An Introduction to Animal Farm Honors English 9 How much weight do words carry? “Beneath the rule of men entirely great, The pen is mightier than the sword.” Edward Bulwer-Lytton (1803-1873) Richelieu, act ii, sc. ii “Sticks and stones will break my bones, but words will never hurt me.” Popular children’s saying “Speech is power: Speech is to persuade, to convert, to compel. It is to bring another out of his bad sense into your good sense.” Ralph Waldo Emerson (1803-1882) Letters and Social Aims “Political language is designed to make lies sound truthful and murder respectable, and to give an appearance of solidity to wind.” George Orwell, author of Animal Farm PROPAGANDA A form of communication aimed towards influencing the attitude of the community toward some cause or position. Propaganda is usually repeated and dispersed over a wide variety of media in order to create the chosen result in audience attitudes. PROPAGANDA In English, propaganda was originally a neutral term for the dissemination of information in favor of any given cause. During the 20th century, however, the term acquired a thoroughly negative meaning in western countries, representing the intentional dissemination of often false, but certainly "compelling" claims to support or justify political actions or ideologies. This redefinition arose because both the Soviet Union and Germany's government under Hitler admitted explicitly to using propaganda favoring, respectively, communism and Nazism, in all forms of public expression. As these ideologies were offensive to liberal western societies, the negative feelings toward them came to be projected into the word "propaganda" itself. However, Harold Lasswell observed, as early as 1928, that, "Propaganda has become an epithet of contempt and hate, and the propagandists have sought protective coloration in such names as 'public relations council,' 'specialist in public education,' 'public relations adviser.' " PROPAGANDA 1. “Smash the enemies of greater Germany!” 2. “Youth serves the fuhrer. All 10-year-olds into the Hitler Youth.” 3. “You are the front!” 4. “Satan has taken off his mask.” 5. “Shame on you chatterer! The enemy is listening. Silence is your duty.” TYPES OF PROPAGANDA BANDWAGON • The basic idea behind the bandwagon approach is just that, “getting on the bandwagon.” The propagandist puts forth the idea that everyone is doing this, or everyone supports this person/cause, so should you. The bandwagon approach appeals to the conformist in all of us: No one wants to be left out of what is perceived to be a popular trend. BANDWAGON EXAMPLES Super Bowl 2012 Bandwagon Daddy commercial TESTIMONIAL • This is a written or spoken statement (sometimes from a celebrity, an average citizen, or an expert) endorsing a product CELEBRITY ENDORSEMENT (A type of testimonial) Britney Spears…Pepsi …what could go wrong? OOPS! I did it again… PLAIN FOLKS (A type of testimonial) • A Plain Folks argument is one in which the speaker presents him or herself as an Average Joe, a common person who can understand and empathize with a listener's concerns. The most important part of this appeal is the speaker's portrayal of themselves as someone who has had a similar experience, to the listener, and knows why they may be skeptical or cautious about accepting the speaker's point of view. In this way, the speaker gives the audience a sense of trust and comfort, believing that the speaker and the audience share common goals and that they thus should agree with the speaker. PLAIN FOLKS EXAMPLE EXPERT OPINION (A type of testimonial) • Relies on the idea that the audience will respect experts like scientists or academics. TRANSFER • Transfer is a technique of projecting positive or negative qualities of a person, entity, object, or value to another in order to make the second more acceptable or to discredit it. It evokes an emotional response and is highly visual. It often utilizes symbols (for example the Swastika used in Nazi, Germany, originally a symbol for health and prosperity). • What symbol/image is the President often shown with when he speaks? TRANSFER EXAMPLE REPETITION (AD NAUSEAM) • This argument approach uses tireless repetition of an idea. An idea, especially a simple slogan, that is repeated enough times, may begin to be taken as the truth. It can also be used when a symbol/logo is repeated. REPETITION (AD NAUSEUM) EXAMPLE APPEAL TO FEAR • This technique is very popular among political parties and PACs (Political Action Committees) in the U.S. The idea is to present a dreaded circumstance and usually followed it up with the kind of behavior needed to avoid that horrible event. FEAR EXAMPLE GLITTERING GENERALITIES • Emotionally appealing words so closely associated with highly-valued concepts and beliefs that they carry conviction without supporting information or reason. Such highlyvalued concepts attract general approval and acclaim. Their appeal is to emotions such as love of country and home, and desire for peace, freedom, glory, and honor. They ask for approval without examination of the reason. GLITTERING GEN. EXAMPLE • It is the hope of the person making the generalities that the audience will be so distracted by the sparkling and glittering emotional connotations of their words and phrases that they won’t notice logical errors or missing evidence. • Examples: beautiful, home, fresh, smart, real, change, honor, courage NAME CALLING (AD HOMINEM) • This is the opposite of the glittering generalities approach. Name-calling ties a person, cause, or product to a largely perceived negative image. NAME CALLING EXAMPLE • In a campaign speech to a logging company, the Congressman referred to his environmentally conscious opponent as a “tree-hugger.” CARD STACKING / PRODUCT COMPARISON • Features a comparison between product and competition, often portraying the competition as being inferior. CARD STACKING EXAMPLE WEASEL WORDS • “Weasel words" are used to suggest a positive meaning without actually really making any guarantee • Better, improved, gains (does not say how much) • Acts, works, effective, efficient (action, but no quantitative value) • Seems, appears, looks, is like (gives impression, not real change) • Many, most, virtually, almost all ('lots' but no real quantity) • Up to, from, at least, as many as (talk about the best case) WEASEL WORDS EXAMPLE Who do you think drew this ad? BAIT AND SWITCH • Customers are "baited" by an advertised lower price or new product, and when the customer discovers the advertised good is not available, they are "switched" to a more costly product. BAIT AND SWITCH EXAMPLE A California law firm has slapped Dell with a class action lawsuit charging the computer giant with "systematically deceiving" its customers. The suit, filed in San Francisco County Superior Court on Feb. 14, seeks class action status in California and accuses Dell of "bait and switch" practices, false advertising, fraud and deceit in sales and advertising, and breach of contract. The case centers on the allegation that Dell advertises low prices for its computers, but people who try to purchase a machine at the advertised price find it's no longer available for that price. Often those customers wind up with another computer, the suit said. APPEAL TO PITY • Exploits audience's feelings of pity or guilt. • The purpose is to make the audience feel guilt or pity, and THEN offer them a solution (donating money/buying a product) which will make them feel better. APPEAL TO PITY EXAMPLE EUPHEMISM • An inoffensive word or phrase substituted for one considered harmful or hurtful. EUPHEMISM EXAMPLE NAME THIS PERSUASIVE TECHNIQUE NAME THIS PERSUASIVE TECHNIQUE NAME THIS PERSUASIVE TECHNIQUE NAME THIS PERSUASIVE TECHNIQUE NAME THIS PERSUASIVE TECHNIQUE NAME THIS PERSUASIVE TECHNIQUE NAME THIS PERSUASIVE TECHNIQUE NAME THIS PERSUASIVE TECHNIQUE NAME THIS PERSUASIVE TECHNIQUE