Download Propaganda Terms definitions (H)

Propaganda Terms
Propaganda - the use of a variety of communication techniques that create an emotional appeal to
accept a particular belief or opinion, to adopt a certain behavior or to perform a particular action. There
is some disagreement about whether all persuasive communication is propagandistic or whether the
propaganda label can only be applied to dishonest messages.
Bandwagon - makes the appeal that “everyone else is doing it, and so should you.”
Examples: an ad states that “everyone is rushing down to their Ford dealer”
Exigency - someone attempts to sell you something, or in some way tries to get you to do something,
because "your time is running out."
Example: "This agreement (the Nuclear Test Ban Treaty) is critical to protecting the American
people from the dangers of nuclear war. It is therefore well worth fighting for, and I assure you
the fight is far from over."
Flag waving - An attempt to justify an action on the grounds that doing so will make one more patriotic,
or in some way benefit a group, country, or idea. The feeling of patriotism which this technique
attempts to inspire may not necessarily diminish or entirely omit one's capability for rational
examination of the matter in question.
Plain folks/Common man - attempt to convince the audience that a prominent person and his ideas are
“of the people.”
Examples: a prominent politician eats at McDonald’s; an actress is photographed shopping for
groceries
Glittering generality - use of virtue words; the opposite of name calling, i.e., links a person, or idea, to a
positive symbol.
Examples: democracy, patriotism, family
Prestige identification - a public figure or a celebrity promotes or endorses a product, a policy, or a
political candidate.
Examples: an athlete appears on the Wheaties box; an actor speaks at a political rally
Red herring - Presenting data or issues that, while compelling, are irrelevant to the argument at hand,
and then claiming that it validates the argument
Snob appeal - This technique involves making a claim that one should act or think in a certain way
because of the high social status associated with the action or thought.
For example: "Felson’s Furs – the feeling of luxury, for those who can afford the very best."
Name calling – links a person, or idea, to a negative symbol.
Examples: commie, fascist, yuppie
Unwarranted extrapolation - making huge predictions about the future on the basis of a few small facts.
Example: If the U.S. approves NAFTA, thousands of jobs and factories will move to
Mexico.
Testimonial - a product is sold by using words from famous people or an authority figure
Example: “Nine out of ten dentists recommend this type of toothpaste” (Advertising Lectures)
Card stacking - Card stacking, or selective omission, is one of the seven techniques identified by the IPA,
or Institute for Propaganda Analysis. It involves only presenting information that is positive to an idea or
proposal and omitting information contrary to it. Card stacking is used in almost all forms of propaganda,
and is extremely effective in convincing the public. Although the majority of information presented by
the card stacking approach is true, it is dangerous because it omits important information. The best way
to deal with card stacking is to get more information.
Lesser of Two evils - The "lesser of two evils" technique tries to convince us of an idea or proposal by
presenting it as the least offensive option. This technique is often implemented during wartime to
convince people of the need for sacrifices or to justify difficult decisions. This technique is often
accompanied by adding blame on an enemy country or political group. One idea or proposal is often
depicted as one of the only options or paths. When confronted with this technique, the subject should
consider the value of any proposal independently of those it is being compared with.
Intentional vagueness - Generalities are deliberately vague so that the audience may supply its own
interpretations. The intention is to move the audience by use of undefined phrases, without analyzing
their validity or attempting to determine their reasonableness or application. The intent is to cause
people to draw their own interpretations rather than simply being presented with an explicit idea. In
trying to "figure out" the propaganda, the audience forgoes judgment of the ideas presented. Their
validity, reasonableness and application may still be considered.
Repetition - This type of propaganda deals with a jingle or word that is repeated over and over again,
thus getting it stuck in someone’s head, so they can buy the product.
Fear - plays on deep-seated fears; warns the audience that disaster will result if they do not follow a
particular course of action.
Example: an insurance company pamphlet includes pictures of houses destroyed floods,
followed up by details about home-owners’ insurance.
Labeling/stereotyping - This technique attempts to arouse prejudices in an audience by labeling the
object of the propaganda campaign as something the target audience fears, hates, loathes, or finds
undesirable. For instance, reporting on a foreign country or social group may focus on the stereotypical
traits that the reader expects, even though they are far from being representative of the whole country
or group; such reporting often focuses on the anecdotal.
Transfer - a device by which the propagandist links the authority or prestige of something wellrespected and revered, such as church or nation, to something he would have us accept.
Example: a political activist closes her speech with a prayer
Bad logic – an illogical message is not necessarily propagandistic; it can be just a logical mistake;
it is propaganda if logic is manipulated deliberately to promote a cause.
Example: Senator X wants to regulate the power industry. All Communist governments regulate
their power industries. Senator X is a Communist.