Propaganda The use of a variety of communication techniques and emotional appeals that manipulate the audience: To accept a particular belief or opinion To adopt a certain behavior To perform a particular action

Historical Propaganda The great masses of the people will more easily fall victim to a big lie than to a small one. – Adolf Hitler Mein Kampf Victory or Bolshevism

Fundamentals Propaganda is information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc. Bias is a personal and often unreasoned judgment for or against one side or perspective in a dispute. Assertion is an enthusiastic or energetic statement presented as a fact, although it is not necessarily true. They often imply that the statement requires no explanation or back up, but that it should merely be accepted without question. Assertions are commonly used in advertising and propaganda.

Examining Eight Types of Propaganda

Bandwagon The idea that everybody else is doing it, or everyone supports this person or cause, so you should too. Bandwagon plays off the human desire to be accepted. Example: Coca-Cola Ads portray young people having fun at a party

Bandwagon Key words to watch: Everyone Ours Yours We Us Don’t miss out! Sweeping the Nation Call or Act Now! What are you waiting for? Join the sensation!

Testimonial The celebrity endorsement of a philosophy, movement, candidate, or product. Example: Tiger Woods, Roger Federer, and Thierry Henry for Gillette razors

Transfer The use of words or symbols that will transfer your feelings about one image to the product being sold. Types of Transfer Patriotism Sex Appeal Love or Popularity Power and Fame Money and Wealth

No Product Connection in Transfer Often, there are no clear representational connections in contemporary advertising. One of the common traits of print advertising is of the naked or sexually suggestive person selling a product. Mostly used to attract men (so women are used) but does also happen the other way around

Glittering Generalities Uses appealing words and images to sell the product; Generally accepted virtues are used to stir up favorable emotions. Words such as democracy, family values, rights, or American are used in a positive sense. If you buy this item, you will be using a wonderful product, and it will change your life. Example: Blue Bell ice cream’s slogan, “Blue Bell homemade ice cream tastes just like the good old days!”

Name-Calling Ties a person or cause to a largely perceived negative image. Example: Anti-Bush ad commenting on his intelligence level.

Name-Calling

Name-Calling

Fear Presenting a dreaded circumstance of a choice or action. Example: NotEvenOnce.com ad promoted by the Montana Meth Project. A recent study notes that this ad campaign has reduced teen Meth use in Montana by 45%. This ads’ effectiveness has prompted the Federal Government to run the ad in other states.

Plain Folks The candidate or cause is identified with common people from everyday walks of life. Example: Dove ads using real women to show sell their firming cream

Plain Folks

Card Stacking A type of propaganda that tells all the positives about a product, person, etc. without telling any of the negatives. It is usually “word heavy”.