Propaganda Techniques What techniques are used to persuade you?

What is propaganda?  Use of carefully used words and/or pictures in order to influence opinions, emotions, attitudes and behavior.

Bandwagon  Like peer pressure  Argument: “Everyone is doing it, so you should too.”  Crest toothpaste: “Four out of five dentists prefer Crest.”  What is “jump on the bandwagon” and where did it come from? Choices

Name calling  Often occurs in politics and wartime.  Attaches a negative word or feeling to an idea, product or person.  Often found in political cartoons

Glittering generalities  Emotionally appealing.  Associated with highly-valued concepts and beliefs  Honor  Glory  love of country  Freedom  Peace  Name calling in reverse

Testimonial  When an important person or figure endorses a product or an idea.  “If THIS important person believe this is a good idea, it must be.”

Plain folk  Use of ordinary people to gain confidence and trust.  Just like the common person  May use improper grammar or regional slang.

Transfer  Uses symbols that pack a strong punch for their message.  People either widely respect or despise  Often used in politics and wartime  American Flag  Swastika

Faulty reasoning  Factual supporting details are used, but do not support the conclusion.  Irrelevant information (red-herring)  Circular reasoning  Either-or

Fear  Use of emotional response to threats and danger to promote a product or agenda.  During WWII  Anti-vaccine campaign

repetition  If you say it over and over again, people will believe it.

Otherness  “Not everyone is doing this, but you are special, so you should.”  Promotes an elite mentality –feel you are the exception if you use/buy it.

Mass marketing to a subculture  Targets a smaller group of people within the main culture.  Makes the subculture more mainstream  Example: Harley Davidson clothing and accessories

Collective memories  Moments/events shared by large numbers of people because of a common experience  Coca Cola uses this technique in many of their ads .. Christmas FamilyFun

Humanizing technology  Simplifies or personifies products that are technical in nature.  No longer use “scientific” mumbo jumbo to convince people but regular language.

Strong women  Uses images of athletic females representing both beauty and power.  Nike uses women athletes.