Download Propaganda Techniques

Propaganda Techniques
• Repetition--An idea, word, phrase or
position repeated in an attempt to elicit an
almost automatic response from the
audience or to reinforce an audience’s
opinion or attitude. Product name is
repeated at least four times.
Propaganda Techniques
• Bandwagon--Join the crowd, be like
everyone else. Don’t be left out.
Propaganda Techniques
• Plainfolks--Common average person, or
the man on the street uses this product.
For someone just like you.
Propaganda Techniques
• Snob Appeal--Uses our desire to be better
than the average person. Opposite of
plainfolks.
Propaganda Techniques
• Transfer--Attaching emotions we have for
one thing to another.
Propaganda Techniques
• Testimonial--The endorsement of a
particular person for a product.
Propaganda Techniques
• Assertion--Statements which are
presented as fact. They imply that what is
stated is self-evident and needs no other
proof.
Propaganda Techniques
• Misleading Statistics--Statistics that
seemingly present “proof” but are actually
inconclusive.
Propaganda Techniques
• Glittering Generalities—attractive-sounding but
vague terms.
• Examples:
– Coca-Cola: It’s “the Real Thing”
– United Airlines is your ticket to “Friendly Skies”
– Politicians referring to the “middle class”—it sounds
attractive, but nearly everyone considers him or
herself to be in the middle class
Propaganda Techniques
• Patriotism--Appeals to a sense of national
pride.
Propaganda Techniques
• Virtue Words--Words which tend to
produce a positive or negative image
when attached to a person, product or
issue. Peace, happiness, security,
freedom, etc.
Propaganda Techniques
• Slogan--Short catchy phrase which the
audience will remember.
Propaganda Techniques
• Jingle--A musical phrase the audience will
remember
Propaganda Techniques
• Campbell Soup
• McDonalds
Propaganda Techniques
• Card Stacking (Selective Omission)--The
process of choosing from a variety of facts
only those that support the propagandist’s
purpose.
• A politician just happens to be in town when a new school is opening
- so they just drop in, hi-jacking the press for their own means.
• During election periods, political parties will often gag their loose
cannons, who might open their mouths and say the wrong things.
• A minister of a new church sect sets up in a poor area, feeds people
who will listen, tells them of how the poor will be saved, and so on.
Propaganda Techniques
• Simplification--Reduces very complex
issues making solutions seem simple and
easy.
Propaganda Techniques
• Appeal to Authority--Cites prominent
figures to support a position, product or
idea.
Propaganda Techniques
• Name Calling--Belittles the competition.
• http://www.c-span.org/2004vote/campads.asp
Propaganda Techniques
• Euphemism--Substitution of a gentler word
or phrase for one which may be offensive.
Examples of Euphemisms:
• Unwanted sexual advances
• War on terror
• Erectile dysfunction
Propaganda Techniques
• Stereotyping--Fits persons, groups,
nations, etc. into ready-made categories
that tend to produce a desired image of
good or bad.
Propaganda Techniques
• Sex Appeal--What it says.
Propaganda Techniques
• Sense Appeal--Incorporates senses other
than vision.
Propaganda Techniques
• Scare Tactics--Preys on the audience’s
fears, anxieties, and insecurities
Propaganda Techniques
• Insinuation--Propagandist hints, suggests,
or implies, letting the readers fill in the
message for themselves.
Propaganda Techniques
• Gratuity--Advertiser offers a gift, rebate,
savings, etc. to the buyer.
Propaganda Techniques
• Hyperbole--exaggeration in order to
influence opinion.
Propaganda Techniques
• Humor--Uses laughter to connect viewer
with a product.
Propaganda Techniques
• Delayed Reaction--Uses our curiosity to
tease us by making the ad unclear.
Propaganda Techniques
• Allusion--Connecting ads to history.
Commercials
• Fed Ex