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Common Propaganda Techniques
A propaganda technique is an appeal to emotion used for the purpose of swaying the opinions of an audience.
Propaganda has been around since the beginning of time. It is basically a type of message aimed at influencing the
behavior, opinions, and decisions of people. Mainly used in politics, propaganda is hugely influenced by methods of
influence used in public relations and advertising. Propaganda is often defined as the spreading of ideas, information, or
rumor for the purpose of helping or injuring an institution, a cause or a person. Using emotions to overcome logical
and emotional thinking is one of the key aspects of propaganda. If you have been influenced by the different
techniques used, then chances are that you will not pay as much attention to the evidence presented as you would have
normally.
Every type of media uses propaganda including radio, television, newspapers, the internet, etc. The
following are common rhetorical propaganda techniques:
1. Opinion
Stated
as Fact
2.
Bandwagon
An Opinion Stated as Fact is an enthusiastic or energetic statement presented
as a fact, although it is not necessarily true. They often imply that the
statement requires no explanation or back up, but that it should merely be
accepted without question. The subject, ideally, should simply agree to the
statement without searching for additional information or reasoning. A personal
opinion becomes accepted as fact.
Bandwagon is an appeal to the subject to follow the crowd, to join in because others are doing so as
well. Bandwagon propaganda is, essentially, trying to convince the subject that one side is the winning
side, because more people have joined it. The subject is meant to believe that since so many people
have joined, that victory is inevitable and defeat impossible. Since the average person always wants to
be on the winning side, he or she is compelled to join in. The
technique embodies a "keeping up with the Joneses" philosophy.
Influencing people by telling them how everyone is using the
same product or is true to the same ideology. This encourages
people to take the same course of action.
Example It is a technique that is used largely during elections.
Many people are often influenced to vote for those candidates or
parties whom the majority seem to be supporting. These people are also often the most likely to
succeed. In the United States, because of the time zone difference, results in the eastern parts are
declared before polls close in the west which often influences voters in the western zones.
3. Card
Stacking
4. Fear
Card stacking involves only presenting information that is positive to
an idea or proposal and omitting information contrary to it. Although
the majority of information presented by the card stacking approach is
true, it is dangerous because it omits important information. This term
comes from stacking a deck of cards in your favor. Card stacking is used
to slant a message by giving half the truth only.
Example: Many advertisers for drugs and food items use this technique
effectively. The advertisement will talk about the evident positives of the
product on sale which by implication makes it appealing to a consumer.
By giving only part of the picture, the goodness of the product is highlighted greatly. It is a technique
that is also used by political parties to highlight the good that they have done for their constituency
while never mentioning the negatives.
The technique motivates human beings to do things because of fear.
Warning members of [his/her] audience that disaster will result if [it does]
not follow a particular course of action. This technique hopes to redirect
attention away from the merits of a particular proposal and toward steps that
can be taken to reduce the fear. In order to instill
fear, uncertainty and doubt, propagandists exploit
general ignorance.
5. Glittering
Generalities
Glittering generalities are words that have
different positive meanings for individual
subjects, but are linked to highly valued
concepts. When these words are used, they
demand approval without thinking, simply
because such an important concept is
involved. Words often used as glittering
generalities are honor, glory, love of country.
Example: The most well-known example of
this propaganda technique was its use by Adolf Hitler who would use words that were linked to ideas
like freedom, pride, independence, and integrity in his speeches.
This way he would create a sense of pride in the audience in the
concept of fatherland as he suggested it. It was the use of this
technique that helped him gain the mass support that he had.
6. Loaded
Language
Words
This technique involves using words with strong positive or negative connotations. Name-calling is
an example of the use of loaded words. So is any use of words
that are charged with emotion. Remember, if you identify an
example of “Loaded Language”- you must also state if those
words are negative or positive in connotation.
Example: "No really intelligent voter would support his
candidacy." Thus, if you do not wish to be labeled as an
unintelligent person, you feel you cannot vote for that person.
7. Name
Calling
8. Plain
Folks
This technique consists of attaching a negative label to a person or a
thing. People engage in this type of behavior when they are trying to
avoid supporting their own opinion with facts. Rather than explain
what they believe in, they prefer to try to tear their opponent down.
The plain folks propaganda technique is an attempt by the
propagandist to convince the public that his views reflect
those of the common person and that they are also working
for the benefit of the common person. The propagandist will
often attempt to use the accent of a specific audience as well
as using specific idioms or jokes.
Example: This is a technique that is used quite commonly
during elections. Most politicians try to establish a rapport
with their voter group by creating the image that they have a
lot in common. Therefore, the images of George Bush
wearing denims and a plaid shirt while relaxing at Camp
David or Bill Clinton eating at McDonalds are all examples of using the technique.
9.
Testimonials
Testimonials are quotations or
endorsements, in or out of context, which
attempt to connect a famous or respectable
person with a product or item. Testimonials
are often used in advertising and political
campaigns. When coming across
testimonials, the subject should consider the
merits of the item or proposal independently
of the person of organization giving the
testimonial.
Example: This propaganda technique is probably the most
widely used and the most effective. When a celebrity endorses a
certain view, it is more than likely that fans and followers
endorse the same view. This technique is effectively used in
politics but has even more far reaching consequences in
advertising wherein celebrity power can actually increase sales
and brand value.
10. 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." Transfer is an attempt to make the subject view
a certain item in the same way as they view another item, to
link the two in the subjects mind.
Example: This propaganda technique is capable of creating
highly emotional responses and therefore, generally the
imagery for association tends to be visual. The use of
Swastika by the Nazi Party led to negative associations for
the symbol when in actuality it was an identifier for health
and prosperity. Till today the use of the Swastika can cause
negative perceptions in the minds of people.
11.
Alliteration
12.
Rhetorical
Question
Alliteration is repeating the same beginning letters in words or the same
consonant sounds in words that are close to each other to help people
remember the words. This is often used to reinforce an idea through
slogans, songs, rhymes, etc.
When the writer asks a question that no answer is expect for. The question is only being asked to get
the reader/listener to mentally agree with the writer/speaker. If the
writer/ speaker can get the reader/listener to mentally agree, then the
reader/listener is more inclined to continue agreeing with the
writer/speaker – eventually, whatever is read/said seems (to the
reader/writer) to be the absolute truth .
13.
Hyperbole
Hyperbole is exaggeration or over-statement to
prove a point. (“I’ve told you a million times not
to do that.”) Used so that the reader/listener will
be convinced of the truth of whatever is being
read/heard.
There may be more than one propaganda technique used in a single visual/ written work/spoken work. Look
carefully at the visuals below; identify any propaganda techniques used AND discuss the value of using that
specific form of propaganda. Think about SOAPS (Subject, Occasion, Audience, Purpose, Speaker) as you
look below.
A.)
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C.)
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B.)
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D.)
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