Download Propaganda

Propaganda
 Definition: information, ideas,
or rumors deliberately spread
widely to help or harm a
person, group, movement,
institution, nation, etc.
Types of Propaganda
- Bandwagon
- Testimonial
- Plain Folks
- Transfer
- Fear
- Logical Fallacies
- Name-calling
- Euphemisms
- Repetition
- Analogy
- Understatement
- Overstatement
- Rhetorical Questions
- Connotative Language
- Glittering Generalities
- Anecdotes
Bandwagon
 Conveys the idea that “everyone is
doing it/using it/supporting it, and you
should, too!”
 Why does it work?
– Appeals to the conformist in us
– No one wants to be left out of the
“popular” trend
Examples
 4 out of 5 people say Orbit is the
best gum.
 McDonald’s “billions served”
 "Planters Cashews"
Testimonial
 TV and movie stars, musicians, athletes,
famous people who promote products or
endorse candidates
 Why does it work?
– Generates more interest and causes
millions more people to support cause
or buy product
Examples
 Justin Timberlake: Pepsi
 Lebron and Dwight: McDonald’s
 Michael Jackson: Pepsi
Plain Folks
 Product or cause is identified with the
“common people” from everyday walks
of life
 Tries to make candidate/product appear
all-American and grassroots
 Why does it work?
 FreeCreditReport.com
 "Managing Minutes"
Transfer
 The use of symbols, quotes, or
images to convey a message not
necessarily associated with the
product/candidate/idea
 Religious and patriotic messages
are commonly used
 Why does it work?
Examples
 A “doctor” in a white lab coat discusses
a heart drug with his “interns”—all
actors
 An American flag waves behind a
presidential candidate in a campaign ad
 Old Spice
 Snickers commercial
Fear
 Present a dreaded or undesirable
circumstance
 Follow it up with a suggested behavior
that is needed to avoid the horrible
event
 Why does it work?
Examples
 Only Lysol can kill 99.9% of bacteria
and keep your children from getting
sick.
 Worst case: “Group X is causing the
problems in our country.”
 "Protect Your Family”
 Citibank ID theft
 Teen Driving
Glittering Generalities
 Using positive, often emotionally
charged words to describe an
idea/product/candidate
 The words often describe a generally
accepted virtue
 Why does it work?
Example
 “Olay Face Lotion is an inexpensive
way to help you keep that youthful
glow so you can show your inner
beauty.”
 “Joe Smith fights for family values and
is a great American!”
 Wrinkle Cream
 Raisin Bran Crunch
Name-Calling
 Opposite of glittering generalities
 This techniques ties a
person/idea/product to a negative
image
– Can be directly stated or implied
 Why does it work?
Example
 Kia Soul
 Subway
 Words with negative connotations:
– Tree Hugger
– Bum
– Terrorist
Repetition
 Repeating words or phrases for emphasis
or effect
Example:
 “Sunday, Sunday, Sunday…Power
Nissan is having the best sale ever!”
 Head On
 L’Oreal Infallible Lip Color
 “Be a Pepper”
Analogy
 Using comparisons for emphasis
 Example: Missing a deal like this would
be like losing a winning lottery ticket!
 Geico
 Volkswagen
Understatement
 Representing something as less
important than it really is
Examples:
 The hurricane was a little windy.
 We’ve only lost a few thousand people in
Iraq.
 “Tiny”
 “Peggy”
Overstatement
 Generalizations that cannot be backed
up by facts
 Makes something seem better or more
important than it really is
Examples:
 “This is the best sale you’ll ever see”
 “Honda Odyssey”
 “I feel like dancing”
Rhetorical Questions
 Asking a question that doesn’t require
an answer
 Reader has no choice but to agree
Examples:
 “Do you really want four more years of
poverty?”
 Old Spice #2
Loaded Words
(Connotative Language)
 Using words that carry a positive or
negative emotional impact
 Jenny Craig
 McCain Ad
 Examples:
– Beautiful
– Young
– Protect
- Unpatriotic
- Fat
- Bankrupting
Anecdotes
 Short, personal stories used to illustrate
why a certain viewpoint is correct and
should be supported
Examples:
 A mother in support of a proposal for
stronger DUI laws telling the story of
her child being killed by a drunk driver.
 “Mr. Obama”
 Life Call
Euphemisms
 Definition: substituting mild, indirect, or
vague expressions for offensive, harsh, or
blunt ones.
 The opposite of “name-calling”
 Examples:
– thrifty vs. stingy
– trim vs. skinny
– brilliant vs. geeky
– experienced vs. old
 A Gift?
Where do we find propaganda?
 Advertising
 News releases from government
 Political campaigning
 Anywhere else?