1.Name Calling 2.Glittering Generalities 3.Cardstacking

Name-Calling Definition The name-calling technique links a person or idea to a negative symbol. The propagandist who uses this technique hopes that the audience will reject the person or the idea on the basis of the negative symbol, instead of looking at the available evidence.

Glittering generalities We believe in, fight for, live by virtue words about which we have deep-set ideas. Such words include civilization, Christianity, good, proper, right, democracy, patriotism, motherhood, fatherhood, science, medicine, health, and love. For our purposes in propaganda analysis, we call these virtue words "Glittering Generalities" in order to focus attention upon this dangerous characteristic that they have: They mean different things to different people; they can be used in different ways. When someone talks to us about democracy, we immediately think of our own definite ideas about democracy, the ideas we learned at home, at school, and in church. Our first and natural reaction is to assume that the speaker is using the word in our sense, that he believes as we do on this important subject. This lowers our 'sales resistance' and makes us far less suspicious than we ought to be when the speaker begins telling us the things 'the United States must do to preserve democracy.' The Glittering Generality is, in short, Name Calling in reverse. While Name Calling seeks to make us form a judgment to reject and condemn without examining the evidence, the Glittering Generality device seeks to make us approve and accept without examining the evidence.

Plain Folks: The plain folks device is an attempt by the propagandist to convince the public that his views reflect those of the common person and that they are also working for the benefit of the common person. By using the plain-folks technique, speakers attempt to convince their audience that they, and their ideas, are "of the people." The device is used by advertisers and politicians alike. America's recent presidents have all been millionaires, but they have gone to great lengths to present themselves as ordinary citizens. Bill Clinton ate at McDonald's and confessed a fondness for trashy spy novels. George Bush Sr. hated broccoli, and loved to fish. Ronald Reagan was often photographed chopping wood, and Jimmy Carter presented himself as a humble peanut farmer from Georgia.

Card stacking : Card stacking or selective omission involves only presenting information that is positive to an idea or proposal and omitting information contrary to it. Card stacking is used in almost all forms of propaganda, and is extremely effective in convincing the public. Although the majority of information presented by the card stacking approach is true, it is dangerous because it omits important information.

Active(ly) Activist Building Candid(ly) Care(ing) Challenge Change Children Choice/choose Citizen Commitment Common sense Compete Confident Conflict Control Courage Crusade This is the list of "positive, governing words" that candidates were told to use when speaking about themselves or their policies. debate Dream Duty Eliminate good- time in prison Empower(ment) Fair Family Freedom Hard work Help Humane Incentive Initiative Lead Learn Legacy Light Movement Opportunity Passionate Peace Pioneer Precious Premise Preserve Principle(d) Pristine Prosperity Protect Proud/pride Provide Reform Rights Share Strength Success Tough Unique Vision We/us/our Workfare Truth

This is the list of negative words and phrases that candidates were told to use when speaking about their opponents. Examples Name-Calling words Anti-(issue) flag, family, child, jobs Betray Coercion Collapse Consequences Corruption Crisis Decay Deeper Destroy Destructive Devour Endanger Failure Greed Hypocrisy Ideological Impose Incompetent Insecure Liberal Lie Limit(s) Pathetic Permissive attitude Radical Self-serving Sensationalists Shallow Sick They/them Threaten Traitors Unionized bureaucracy Urgent Waste