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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
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