Download Propaganda techniques

Aristotle divided rhetorical appeals into three
main categories:
1. Ethos: Ethical appeals. Attempts to persuade
by establishing the speaker as credible and
trustworthy.
2. Pathos: Emotional appeals. Attempts to
persuade by appealing to the emotions, both
positive and negative.
3. Logos: Logical appeals. Attempts to persuade
by using facts, claims, and statistics.
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Very common in advertising
A statement, not always true, stated in an enthusiastic or
energetic way and presented as fact.
It is often implied that the assertion should be accepted
without questions.
This can be a very dangerous form of propaganda, because
it often spreads falsehoods and lies
Examples in advertising: Stating that a product is the “best”
without giving proof or evidence.
Example in Animal Farm: Squealer often claims that
Napoleon is the best leader, or that Snowball is attacking the
farm, without giving any real proof. Squealer also
manipulates facts and figures and supplies “scientific proof”
that production figures are up.
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Common in political propaganda
Uses words that are “linked to highly valued
concepts”. When used, they garner approval
without the person even thinking.
Words like “honor”, “glory”, and “freedom”
are commonly used.
Squealer will often use such terms when
discussing the work the animals are doing.
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Tries to convince people to accept an option
because it is better than the alternative.
Often used during wartime to get people to
make sacrifices and work harder.
Often sets blame on a common enemy
In Animal Farm Squealer constantly plays on
the fear of Jones returning, and sets the
animal’s hatred and dissatisfaction against him
and Snowball, making Napoleon look like their
savior
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Simplifies a situation by pinpointing one
specific enemy, or scapegoat
In Animal Farm, Snowball and Jones are used as
a common enemy
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Tries to make it sound like the propagandist is
working for and with the common person.
Often used in conjunction with glittering
generalities.
In Animal Farm, Squealer often says that
Napoleon and the pigs take on the “business
and brains” of the farm so the other animals
don’t have to worry about such tasks.
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Testimonials use a spokesperson to endorse a
product.
Often used in advertising when celebrities or
athletes endorse certain products.
In Animal Farm, Boxer is often used as a
spokesperson for hard work.