Propaganda Techniques 9 th grade 2010

Bandwagon This technique tries to persuade you to do something because “everyone else is doing it.” “Tons of people have already taken advantage of this special offer.” “Don’t be the last to own “Mission Impossible.””

Testimonials  This technique uses a famous personality to endorse a specific product or a cause.  A Nike commercial shows Michael Jordan wearing Nike tennis shoes.  Taylor Swift poses for an Aeropostale ad.

Loaded Words  This technique uses words that have emotional qualities to appeal to the reader.  Examples: love, peace, cheat, war, patriotism, freedom, justice, beautiful, paradise, disgusting, terrible.  Nasty substitutes: chore instead of job; mutt instead of dog; odor instead of smell  Pictures of children, destruction, beauty

Misuse of Statistics  Uses false or misrepresented statistics to sway readers.  “99% of consumers love our product!  “Millions of customers have already taken advantage of this special offer.”

Name Calling  This technique is exactly what it sounds like: calling people names. This can be direct name calling, like “They are such cheaters.”  It can also be indirect, like “The student has never been held accountable, so I shouldn’t be surprised that he does not turn his work in.”

Plain Folks  Someone upper class, famous, political, or otherwise influential is shown doing something normal or ordinary to make them seem more relatable.  The president is wearing a jogging suit.  A famous actor is seen eating Pizza Hut with friends.  A candidate for office is shown with his family celebrating the holidays.

Snob Appeal  Plays on the desire to fancy, expensive things; tries to make you feel smarter, stronger, etc.  “Choosy mothers choose Jif.”  “Only the best golfers use Ping.

Practice  “Don’t vote for Sandi Jones; she graduated from law school with a C!”  The governor is depicted wearing overalls while he stands in front of a barn.  A hat company shows Tim McGraw wearing one of their cowboy hats.  “Don’t be the last to own this amazing new product!”

Practice  If you’re a true American citizen, you will gladly pay taxes to help your country.  Over half of all dentists use Crest to help fight cavities.  Eat like a king with new Hungry Jack dinner meals.

Wrongly Accused Ladies and gentlemen of the jury, I have been falsely accused by those vicious little pigs. They claim that I blew their house down, when really I just had to sneeze. Will you convict me because I had a cold? I had gone to the pigs’ house in search of some broth for my chicken soup, but those selfish creatures slammed their doors in my face. I am the real victim here. Why, if Miss Piggy had sneezed their houses down, they probably wouldn’t have complained at all! I have presented my case to several other classes, and they all agree with me, so you should too. Bring me justice and find me innocent!

Transfer  Good feelings, good looks, or good ideas are transferred to the person for whom the ad is intended. Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user.  This type also uses the names or pictures of famous people, but not direct quotations.