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PROPAGANDA TECHNIQUES WHAT IS PROPAGANDA? Propaganda is an organized effort to spread ideas about a person, product, or cause. It is the spreading of ideas, information, or rumors for the purpose of persuading people to be for or against someone or something. IS IT GOOD OR BAD?? Propaganda may be: – Beneficial as well as harmful – True or false – Reasonable or unreasonable – Obvious or hidden WHO USES PROPAGANDA? Actors Preachers Teachers Politicians Editors Advertisers Salesmen Reformers Authors Artists Parents Friends Each of us uses propaganda methods in order to persuade others! WHAT KIND OF TECHNIQUES? Bandwagon Testimonial Transfer Glittering Generality Name Calling Emotional Words Repetition Card Stacking Plain Folks Faulty Cause and Effect Exigency Innuendo Snob Appeal Flag Waving BANDWAGON Used to persuade people to buy something or do something because a large number of people are buying it or doing it. Used to convince people that everybody is supporting a certain politician or political issue. BANDWAGON Examples: – Everyone has “climbed on the bandwagon.” – “Join the thousands of Houstonians who are reading the Houston Chronicle.” – “Vote for Jane Green. Everyone in our class is voting for her for class president.” TESTIMONIAL Uses the success story (exact words) of a person who is endorsing a product, cause, or plan of action. Often this person is someone famous. TESTIMONIAL Examples: – Mary Lou Retton says, “Wheaties gave me the energy I needed to score a perfect 10.” – Television star Jed Turner says, “I’m for Robert Prescott. He’s the best candidate for governor.” – Susie Cane says, “I lost fifty pounds on the Slimdown Diet Plan.” TRANSFER This technique associates a product, person, or idea with someone that has high prestige. May attempt to make you transfer your feelings about one thing to another. A famous person may be shown with a product, but the person does not make a statement about the product. TRANSFER Examples: – In an advertisement for the Blankenship Hotel, a famous movie star is shown on the steps of the hotel. – A candidate for Congress is photographed with the President. GLITTERING GENERALITY Uses words that sound good but have little real meaning. An over generalization which actually is meaningless. People will accept it without examining it. GLITTERING GENERALITY Examples: – “Reelect Congressman Johnson. He’s the man for the twenty-first century.” – “Coke is the real thing.” NAME CALLING The use of strongly negative words to refer to people, products, ideas, actions, or traits. Substitutes the calling of names for information. NAME CALLING Examples: – “Congressman Jones can best be described as a short-sighted, dim-witted liberal.” – “You don’t want a polluting, gas-guzzling car! Buy a Honda motorcycle instead.” EMOTIONAL WORDS Uses carefully chosen words to arouse emotions rather than to inform. People respond favorably to words with positive connotations (love, beautiful, luxurious, etc.) People respond unfavorably to words with negative connotations (belch, itch, pain, etc.) EMOTIONAL WORDS Examples: – “For a peaches and cream complexion use Beauty Bound Face Cream.” – “If your mirror reveals troublesome, unsightly blemishes, begin using Beauty Bound Face Cream.” REPETITION The repetition of a word or a phrase to make people recall a brand or name. REPETITION Examples: – “Buy Explore. Read Explore. Remember Explore. Explore.” – “Beautyrest is the best mattress you can buy. You will rest well on a Beautyrest. Remember, get your beauty rest on a Beautyrest.” CARD STACKING Selects and uses facts to give a false or misleading idea about a product, person, or position. Lists only the favorable qualities of a product, person, or position. Lists only the unfavorable qualities of a rival product, person, or position. CARD STACKING Examples: – A candidate who is for cutting school taxes would point out how much money the average family would save, but he wouldn’t mention that the schools might deteriorate. – An ad may highlight the many features that Auto A possesses and Auto B lacks, neglecting to mention that Auto A uses 25% more gas than Auto B. PLAIN FOLKS Tries to win public confidence on the basis that someone just like you, who has problems similar to yours and understands your life, uses product X, and you should too. PLAIN FOLKS Examples: – Politicians are shown in family pictures, kissing babies, or wearing a “hard hat.” – Products are shown being bought by ordinary people. FAULTY CAUSE AND EFFECT Used to persuade others by using false reasons for actions. FAULTY CAUSE AND EFFECT Examples: – A student who has just failed a test blames his failure on a hot classroom instead of his lack of studying. – A toothpaste commercial states that you will be more popular if you use Britesmile toothpaste. EXIGENCY Creates the impression that your action is required immediately, or the opportunity will be lost forever. EXIGENCY Example: – “Prices have been lowered on Runaway Vans, but only for 72 hours. Come get the deal of a lifetime before 8:00 p.m. on Tuesday.” INNUENDO Hints that there may be something that is being kept hidden. INNUENDO Example: – “Only John T. Belt did not voluntarily disclose his financial position before the primary.” SNOB APPEAL Tries to persuade by making you feel that you are one of the elite if you use a product or vote for a candidate. SNOB APPEAL Example: – An ad shows a certain make of car parked in front of a mansion. It leaves the impression that if you buy this car you will be viewed as wealthy (elite) by others. FLAG WAVING Connects a product or candidate with patriotism. FLAG WAVING Examples: – “Switch to American oil. Let’s end our dependency on foreign oil.” – The use of the American flag or another patriotic symbol. MORE PROPAGANDA TERMS Slogan - short slogan or jingle used to sell a product. – “Wheaties, the breakfast of champions.” Symbol - the use of cartoon, patriotic, or historic symbols. MORE PROPAGANDA TERMS Economic Appeal - the use of the idea of saving money to sell a product. – “Buy our heat pump and save money on your utility bills.” Scientific Appeal - the use of statistics, scientific demonstrations or equipment, people dressed as doctors or scientists to sell a product. – “Nine out of ten doctors recommend Headache Away for their patients.” MORE PROPAGANDA TERMS Romantic Appeal - leads you to believe that the opposite sex will like you better if you use a product. – “Use Close-Up and your breath will be kissing fresh all day.” (Picture of a beautiful couple kissing) MORE PROPAGANDA TERMS Either-Or - suggests that there are only two possible choices when, in fact there are other alternatives. – “Vote for Jim Smith, or you are throwing your vote away.”