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PROPAGANDA TECHNIQUES
What are Propaganda Techniques? They are the methods and approaches used to spread ideas that further a
cause - a political, commercial, religious, or civil cause.
Why are they used? To manipulate the readers' or viewers' reason and emotions; to persuade you to believe in
something or someone, buy an item, or vote a certain way.
The following propaganda techniques are common:
1. Bandwagon: This technique involves encouraging people to think or act in some way simply because other
people are doing so. For example: "All your neighbors are rushing down to Mistri Motors to take advantage of
this year-end sale. You come, too!"
2. Snob appeal: This technique involves making a claim that one should act or think in a certain way because of
the high social status associated with the action or thought. For example: "Felson’s Furs – the feeling of luxury,
for those who can afford the very best."
3. Plain Folks: This technique shows average-looking, middle-class people using a product and having a
wonderful time. The message here is that you too should buy the product because “plain folks” just like you are
doing it.
4. Scientific Claim: This technique involves promoting or challenging an opinion by using words address some
sort of scientific proof or experiment, very specific numbers or an impressive sounding mystery ingredient. Some
of the words may be so vague or so poorly defined as to be almost meaningless. For example: "Try our new and
improved, all-natural product."
5. Loaded words: This technique involves using words with strong positive or negative connotations, or
associations. Name-calling is an example of the use of loaded words. So is any use of words that are charged with
emotion. For example: "No really intelligent voter would support his candidacy."
6. Transfer: This technique involves making an illogical association between one thing and something else that is
generally viewed as positive or negative. For example: "The American pioneers worked hard because they cared
about the future. If you can about the future of your family, then see your agent at Pioneer Insurance."
7. Testimonial: This is an endorsement of a product, person, or a cause by a famous person. Advertisers count on
your good feelings about the person to transfer to the product. However, the person may be unqualified to endorse
the product they are supporting.
8. Card Stacking: This term comes from stacking a deck of cards in your favor. Card stacking is used to slant a
message. Key words or unfavorable statistics may be omitted in an ad or commercial, leading to a series of halftruths. Keep in mind that an advertiser is under no obligation "to give the truth, the whole truth, and nothing but
the truth."
Avoid using propaganda techniques in your own speech and writing, and be on the alert for these techniques in
the speech and writing of others. Look for these techniques when watching television or looking a published ads
(magazines or newspaper).
Materials adapted from the National Archives Teaching With Document Series. Jo Anne Gill 1993