Chapter 4 Propaganda Techniques

Persuasion Vs. Propaganda Persuasion Persuasion is an attempt to convince others to do something or change a belief. is an attempt to convince others to do something or change a belief. Propaganda is persuasion that deliberately discourages people from thinking for themselves.

Example A beer advertisement shows beautiful women gathering around a man holding a certain brand of beer. A beer advertisement shows beautiful women gathering around a man holding a certain brand of beer. Analysis: The advertiser is using transfer techniques to build a connection between the brand and the man’s popularity and success with the ladies Analysis: The advertiser is using transfer techniques to build a connection between the brand and the man’s popularity and success with the ladies

Example “Bill Clinton is nothing more than a geriatric skirt-chaser.” “Bill Clinton is nothing more than a geriatric skirt-chaser.” Analysis: This is name-calling, or labeling used to invoke powerful, negative emotions. Analysis: This is name-calling, or labeling used to invoke powerful, negative emotions.

Example “We should vote for Chris for class president. Everyone else is going to vote for him.” “We should vote for Chris for class president. Everyone else is going to vote for him.” Analysis: Where’s the evidence that Chris will be a good president? The bandwagon ploy encourages people to act because everyone else is doing it. Analysis: Where’s the evidence that Chris will be a good president? The bandwagon ploy encourages people to act because everyone else is doing it.

Example A person who recently had liposuction and took diet pills states, “I lost 40 pounds in two weeks on Super Slim.” A person who recently had liposuction and took diet pills states, “I lost 40 pounds in two weeks on Super Slim.” Analysis: This statement is an example of card-stacking by the use of a half-truth that only tells part of the story. Analysis: This statement is an example of card-stacking by the use of a half-truth that only tells part of the story.

Loaded words carry strong positive or negative connotations. Plant Plant Animal Animal Pregnant Woman Pregnant Woman Loud Loud Drug Drug Weed Beast Expectant Mother Noisy Medicine

Emotional Appeal or Propaganda Emotional appeals are regularly used in persuasive presentations. But, if emotional appeals distort the truth, or provoke irrational desires and fears, they are considered propaganda techniques. Emotional appeals are regularly used in persuasive presentations. But, if emotional appeals distort the truth, or provoke irrational desires and fears, they are considered propaganda techniques. Is this an emotional appeal or propaganda? Is this an emotional appeal or propaganda? A home security system runs a commercial featuring a teenager watching two small children at night. A man dressed in black opens the door and the alarm goes off. A home security system runs a commercial featuring a teenager watching two small children at night. A man dressed in black opens the door and the alarm goes off.

Definitions to know. Hearing Hearing Listening Listening Critical Listening Critical Listening False Reasoning False Reasoning Persuasion Persuasion Propaganda Propaganda

Test Yourself Bill, I know you think that 1+1=2. But we don’t accept that sort of thing here. Bill, I know you think that 1+1=2. But we don’t accept that sort of thing here. I may be overweight, but Kelly is fat, and Sheila is downright obese. I may be overweight, but Kelly is fat, and Sheila is downright obese. A book on “sea mysteries” or “The Bermuda Triangle” might tell us that the yacht Connemara IV was found drifting crewless, southeast of Bermuda, on September 26, The book makes no mention of the fact that the yacht had been directly in the path of Hurricane Iona, with 180 mph winds and 40 foot waves. A book on “sea mysteries” or “The Bermuda Triangle” might tell us that the yacht Connemara IV was found drifting crewless, southeast of Bermuda, on September 26, The book makes no mention of the fact that the yacht had been directly in the path of Hurricane Iona, with 180 mph winds and 40 foot waves.

Test yourself A car company runs an ad featuring a young, happy couple driving along the coast at sunset. A car company runs an ad featuring a young, happy couple driving along the coast at sunset. A pro-life group stages a protest and holds up graphic pictures of a bloody aborted fetus next to a cute baby. A pro-life group stages a protest and holds up graphic pictures of a bloody aborted fetus next to a cute baby. “You’re wasting your time arguing with her she’s a tree hugging hippie.” “You’re wasting your time arguing with her she’s a tree hugging hippie.”