EVERYONE HAS AN AGENDA… Intro. to Propaganda: The Media’s Persuasive Tactics

Propaganda  Definition: information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.

Types of Propaganda - Bandwagon- Repetition - Testimonial- Analogy - Plain Folks- Understatement - Transfer- Overstatement -Fear- Rhetorical Question - Name-calling - Glittering Generalities -Euphemisms - Anecdotes -Connotative Language

Bandwagon  Conveys the idea that “everyone is doing it/using it/supporting it, and you should, too!”  Why does it work? – Appeals to the conformist in us – No one wants to be left out of the “popular” trend

Examples  4 out of 5 people say Orbit is the best gum.  McDonald’s “billions served”  "Planters Cashews" "Planters Cashews"

Testimonial  TV and movie stars, musicians, athletes, famous people who promote products or endorse candidates  Why does it work? – Generates more interest and causes millions more people to support cause or buy product

Examples  Justin Timberlake: PepsiJustin Timberlake: Pepsi  Lebron and Dwight: McDonald’sMcDonald’s  Michael Jackson: PepsiPepsi

Plain Folks  Product or cause is identified with the “common people” from everyday walks of life  Tries to make candidate/product appear all-American and grassroots  Why does it work?  FreeCreditReport.com FreeCreditReport.com  "Managing Minutes" "Managing Minutes"

Transfer  The use of symbols, quotes, or images to convey a message not necessarily associated with the product/candidate/idea  Religious and patriotic messages are commonly used  Why does it work?

Examples  A “doctor” in a white lab coat discusses a heart drug with his “interns”—all actors  An American flag waves behind a presidential candidate in a campaign ad  Old Spice Old Spice  Snickers commercial Snickers commercial

Fear  Present a dreaded or undesirable circumstance  Follow it up with a suggested behavior that is needed to avoid the horrible event  Why does it work?

Examples  Only Lysol can kill 99.9% of bacteria and keep your children from getting sick.  Worst case: “Group X is causing the problems in our country.”  "Protect Your Family”Protect Your Family  Citibank ID theft Citibank ID theft  Teen Driving Teen Driving

Glittering Generalities  Using positive, often emotionally charged words to describe an idea/product/candidate  The words often describe a generally accepted virtue  Why does it work?

Example  “Olay Face Lotion is an inexpensive way to help you keep that youthful glow so you can show your inner beauty.”  “Joe Smith fights for family values and is a great American!”  Wrinkle Cream Wrinkle Cream  Raisin Bran Crunch Raisin Bran Crunch

Name-Calling  Opposite of glittering generalities  This techniques ties a person/idea/product to a negative image – Can be directly stated or implied  Why does it work?

Example  Kia Soul Kia Soul  Subway Subway  Words with negative connotations : – Tree Hugger – Bum – Terrorist

Repetition  Repeating words or phrases for emphasis or effect Example:  “Sunday, Sunday, Sunday…Power Nissan is having the best sale ever!”  Head On Head On  L’Oreal Infallible Lip Color L’Oreal Infallible Lip Color  “Be a Pepper” “Be a Pepper”

Analogy  Using comparisons for emphasis  Example: Missing a deal like this would be like losing a winning lottery ticket!  Geico Geico  Volkswagen Volkswagen

Understatement  Representing something as less important than it really is Examples:  The hurricane was a little windy.  We’ve only lost a few thousand people in Iraq.  “Tiny”Tiny  “Peggy”Peggy

Overstatement  Generalizations that cannot be backed up by facts  Makes something seem better or more important than it really is Examples:  “This is the best sale you’ll ever see”  “Honda Odyssey” “Honda Odyssey”  “I feel like dancing” “I feel like dancing”

Rhetorical Questions  Asking a question that doesn’t require an answer  Reader has no choice but to agree Examples:  “Do you really want four more years of poverty?”  Old Spice #2 Old Spice #2

Loaded Words (Connotative Language)  Using words that carry a positive or negative emotional impact  Jenny Craig Jenny Craig  McCain Ad McCain Ad  Examples: – Beautiful- Unpatriotic – Young- Fat – Protect- Bankrupting

Anecdotes  Short, personal stories used to illustrate why a certain viewpoint is correct and should be supported Examples:  A mother in support of a proposal for stronger DUI laws telling the story of her child being killed by a drunk driver.  “Mr. Obama”Mr. Obama  Life Call Life Call

Euphemisms  Definition: substituting mild, indirect, or vague expressions for offensive, harsh, or blunt ones.  The opposite of “name-calling”  Examples: – thrifty vs. stingy – trim vs. skinny – brilliant vs. geeky – experienced vs. old  A Gift? A Gift?

Where do we find propaganda?  Advertising  News releases from government  Political campaigning  Anywhere else?