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