PROPAGANDATypes of Propaganda

What is Propaganda?

An extreme form of persuasion intended to prejudice and incite the reader or listener to action either for or against a particular cause opposition, usually by means of a one-sided argument or an appeal to the emotions. Authors provide only those facts or opinions that support their points of view.

TWO TYPES OF PROPAGANDA

RevealedPropaganda• advertisements in magazines• advertisements in newspapers ConcealedPropaganda • product placements in T.V. shows and

movies

HERE ARE THE TECHNIQUES

BANDWAGON

an appeal to others to join the crowd in order to be on the winning side (for example, Four out of five doctors recommend… .)

Bandwagon Example

Bandwagon

TESTIMONIAL

the use of a quotation or endorsement, in or out of context, that attempts to connect a famous or respectable person with a product or item (for example, Tiger Woods, a famous golfer, endorsing a particular kind of cereal promoting the product as part of a balanced breakfast)

Testimonial Examples

Statement endorsing an idea/product by aprominent person.Product can be inside or outside particular field.Musical artists,sports giants,actors/actresses

NAME-CALLING

the use of derogatorylanguage or words thatcarry a negativeconnotation (forexample, calling apoliceman a pig) A way of smearing an opponent Intent is to damage opponent It also arouses suspicion of opponent Intention is to create an uneasy feeling Used by politicians and product companies

Name-calling Examples

TRANSFER

projecting positive or negativequalities of a person, entity, object, orvalue to another to make the secondmore acceptable or to discredit it (Forexample, using an American flag as abackdrop for a political event impliesthat the event is patriotic and good forthe United States.)

TRANSFER

During the Kerry vs. Bushcampaign an e-mail through the internet showed similar physical characteristics between John Kerry and Frankenstein

TRANSFERPositive feelings/desires are connected to a product/user. Transferspositive feelings we have of something we know to something we don’t.This technique relies heavily on symbolism.*Love/ Popularity *Fame *Wealth *Power

These are examples of transfer because….

Good feelings, looks, or ideas transferred to the person for whom the product is intended.

REPETITION orREPEATED WORDS

Why is this restaurant ad anexample of repetition?

Repetition Examples

Why are these ads consideredemotional words?

PLAIN FOLKS Identifies product/idea with a locality or

country Practical product for ordinary people.

Attempting to convince the public that one’s views reflect those of the common person (for example, using the accent or dialect of a specific audience)

Plain Folks

GLITTERING GENERALITIES Emotionally appealing words that are

applied to a product or idea, but that present no concrete argument or analysis (for example, a person who is asked to do something “in defense of democracy” is more likely to agree to do that something)

GLITTERING GENERALITIES

Have ityour way!This slogan implies “choice”which is a founding principle ofdemocracy.

Connotation implied tocreate “positive” impact.Statement jumps from a fewcases to all.“Glittering” because it’sfalsely attractiveOften used by politiciansUses a “positive” connotationto encourage audiences toaccept the product or personwithout examining theevidence.

Glittering generalities are fluffy and insubstantial.

They sound great. They make you feel good. They mean different things to different people. But in the end they’re meaningless — the source of the generalities does not elaborate or otherwise form a logical, meaningful argument. In fact, to someone thinking logically, the generalities themselves will lead to many unanswered questions.

Things go better with Coke,” whilesounding warm and fuzzy, is not asubstantial claim, and it leads to thequestions “What things go better?” and“How does drinking Coca-Cola makethings go better, anyway?”

Glittering generalities are a form ofpropaganda that elicit strong emotional responses through the use of vague and hollow, though perceptually meaningful,words and phrases.

AHH! I CAN’T SEE! GLITTERINGGENERALITIES BLLINDED ME!

A glittering generality can also act like a shield that protects the source from having to commit to anything certain. Like the sort of fluff you might throw into a high school or college research paper the morning it’s due. Words and sentences that sound good but don’t mean anything, that don’t add to your argument, but rather work to “pull the wool” over your readers’ eyes.

Snob Appeal A play on our desire for fancy things and

the "good life". Jewelry, expensive cars, perfumes, designer clothing and accessories are often marketed using snob appeal. The best people (rich, celebrity) know and use this product. If you want to be rich or appear rich, you should use this product too.

Snob Appeal

The Ultimatedriving machine

Aims to flatterMakes assumption/ insinuation that thisproduct/idea is better than others…Thus, those that use it are too.“Avant Garde” ahead of the times.

Why are these ads consideredsnob appeal?