Power of Propaganda

Propaganda Techniques  Refers to any technique used to influence the action and beliefs of large numbers of people  May be written, as in newspaper advertisements or political posters, or spoken, as in political speeches and commercials  Tends to appeal to emotions rather than logic

Name-calling  Uses words like “terrorist” or “extremist” which have a negative charge  Associating these words with a common enemy quickly unites the audience against the enemy. 1984racismghost Political campaign killer

Glittering Generalities  Refers to vague goals and common interests that everyone would seem to share such as “patriotism,” “values,” “freedom” and “peace”  These words are used to lower our suspicions about the speaker’s motives Political / families cokeMarlboroMacanudo

Transfer  A speaker uses a device to lend power to the idea being presented  For example, using a “doctor” in an advertisement makes it seem as though the product is sanctioned by the medical profession  The transfer device can utilize almost anything- religion, science, education etc., but often takes these ideas out of context in favor of an argument camel Lucky strikes

Testimonial  Utilizing the testimony of well-known and respected personalities, but often in such a way that the personality has little relevance to the subject being presented  An example would be a Hollywood celebrity endorsing a Presidential candidate  The more respected the celebrity, the less likely we are to see through this particular device Osbournes Michael Jordan

Plain folks  A speaker, in order to relate to his or her audience, tries to convince the audience that he or she is “of the people.”  By being seen as a regular citizen, a speaker’s message is more likely to be accepted at face value and without question PerrierViagra

Bandwagon  “Everyone is doing it”  Appeal largely drawn on by advertisers for many products  The appeal comes from not wanting to be left out, especially when “everybody” that we know is “doing it” and buying into the argument conformityDr. Pepper Victory waits Rosie The Riveteer

Fear  A speaker focuses on the negative and the worst case scenario in order to frighten the audience into some action  For example, the repeated message that “terrorists will strike again” unless we do something about it immediately Drunk driving seatbelthitlermouthwashpregnancyChildbirth

Slogans and Jingles  Short catchy phrases that are easy to remember, stick in our memory  Jingles with catchy lyrics and tunes, play over and over in our heads and basically give the products free “airtime” Got Milk?

Repetition  Advertisers and politicians know that if they repeat their messages again and again, you will learn to recognize their products and candidates  The more often you hear something, the more likely you are to believe it  Familiarity contributes to a favorable attitude collect Aflec

Subvertisements  “Reverse” ads that raise awareness of how some companies manipulate us unethically Anti- smoking cowboydeadhorsenightclubAbsolut Big MacCalvinNikeObsession Phillip Morris

Facts and Figures  Using tests, statistics or information that sounds “scientific” to prove that one product or person is better than another  Example: “Four out of five dentists recommend this toothpaste.”