PropagandaPropaganda• Information that is spread to influence the

way people think, often to gain support for a cause

• May twist facts and use generalizations to sell readers on an idea (to convince them to agree with the writer)

• Highly persuasive

• Common in politics and advertising.

Recognizing Propaganda Recognizing Propaganda TechniquesTechniques

The 7 Main Techniques The 7 Main Techniques are:are:BandwagonBandwagonCard StackingCard StackingGlittering GeneralitiesGlittering GeneralitiesName CallingName CallingPlain FolksPlain FolksTestimonialTestimonialTransferTransfer

A few more A few more propaganda propaganda techniques…techniques… Facts & FiguresFacts & Figures Hidden FearsHidden Fears RepetitionRepetition Snob AppealSnob Appeal Unfinished ComparisonsUnfinished Comparisons Weasel Words or Empty Weasel Words or Empty

PhrasesPhrases

BandwagonBandwagon Convincing us to accept someone or something Convincing us to accept someone or something

because of its popularity because of its popularity Invites you to join the crowd…Invites you to join the crowd… Everybody’s doing it!Everybody’s doing it!

Card StackingCard Stacking• Presenting only

selective facts that are favorable to the desired outcome (ex: choosing a certain product or candidate) and deliberately omitting facts that are unfavorable

Glittering GeneralitiesGlittering Generalities Telling only positive Telling only positive

things about something or things about something or someone, without giving someone, without giving evidence or facts--evidence or facts--including “glittering including “glittering words” to promote a words” to promote a person or productperson or product

““Glittering” because it’s Glittering” because it’s falsely attractivefalsely attractive

Name - Name - CallingCalling Using negative words to

turn you against a competing person without giving evidence or facts

Usually used in politics, but can be used in advertising as well

Plain FolksPlain Folks Trying to show that a person or product is good

for “ordinary” people, because a person is “just like you” and understands you

TestimonialTestimonial Using a famous person (athlete, celebrity, TV

personality, movie star, etc.) to try to make you buy or support something or someone

TransferTransfer Using prestige, authority, or some other virtue,

like patriotism, to transfer that respect to some person or product

PatriotismPatriotism Purchase will display love of country.Purchase will display love of country. Person will financially help the country.Person will financially help the country.

…built American tough

SloganSlogan A catchword or phrase loaded with emotionA catchword or phrase loaded with emotion Often sells through repetitionOften sells through repetition Clever and easy to rememberClever and easy to remember Stays with you a long timeStays with you a long time Often a melody you already knowOften a melody you already know

“Trust Sleepy’s For the ‘rest’Of your life”

ScapegoatScapegoat A person carrying the blame for othersA person carrying the blame for others Retreats to prejudice rather than reasonRetreats to prejudice rather than reason Mostly used in the political arenaMostly used in the political arena Wins audience through association or sympathyWins audience through association or sympathy

Engaging Engaging Techniques:Techniques:

Wit and Humor – Wit and Humor – diverts audience and gives a diverts audience and gives a reason to laugh often through reason to laugh often through the use of clever visuals and/or the use of clever visuals and/or language.language.

Rewards – Rewards – bonus bonus awarded to consumer for awarded to consumer for purchase. (Toys, gimmicks, purchase. (Toys, gimmicks, rebates, free payment, etc.)rebates, free payment, etc.)

More TypesMore Types

REPETITION– •Repeating a catch phrase, name, or slogan over and over in the same advertisement•Clever and easy to remember•Stays with you a long time

FACTS & FIGURES– •Using tests, statistics or information that sounds “scientific” to prove that one product or person is better than another

HIDDEN FEARS– •Suggesting that a person or product will protect you against something unpleasant or dangerous

More TypesMore TypesSNOB APPEALSNOB APPEAL– – •Suggesting that association with a person or product can make you special•Aims to flatter•Opposite of “Plain Folks”

UNFINISHED COMPARISONSUNFINISHED COMPARISONS•Comparing a product or person to another, without providing the other half of the comparison.

WEASEL WORDS/EMPTY PHRASESWEASEL WORDS/EMPTY PHRASES•Using broad promises or phrases that

don’t really mean anything; meant to be

sneaky or vague