1. Propaganda Techniques

2. What is PROPAGANDA?
Propaganda is made up of various different kinds of persuasive techniques that encourage people to act based on their emotions alone, instead of using solid reasoning.

3. Bandwagon Effect
The use of the “Bandwagon” technique implies to the audience that it should do/think/feel something since everyone else is doing it.
The effect is meant to be that the audience will be “left out” if it does not do/think/feel as others do.

4. Bandwagon Effect in Text
STATEMENT: “Fifty million people have signed the petition, and fifty million people can’t be wrong.”

5. Bandwagon in Media
STATEMENT: “More people are smoking Camels than ever before.”
PROPAGANDA: The attempt is to make the audience want to join a large number of people.

6. Transfer An attempt to link two items together in the audience’s mind.
Political logos do this frequently; they link patriotic images (like flags) together with a candidate.

7. Transfer in Text
STATEMENT: “All across the rich, green fields, the towering purple mountains, Americans are discovering Smell-Free Deodorant.”

8. Transfer in Media

9. Testimonial
Quotations or endorsements attempting to connect a famous or respectable person with a product or item.
The effect is meant to be that the audience will desire to be more like the celebrity by doing as the celebrity has done.

11. Bait and Switch
This technique transfers the readers’ attention from an exciting idea to a less exciting idea.
This technique is in some cases against the law.

12. Bait and Switch in Text
STATEMENT: “Imagine having more money than you could ever spend! Imagine being rich, famous, and attractive! Dove soap is the first step.
EXPLANATION: The attempt here is to get the audience excited (money, fame, & beauty), and then to switch to something not remotely exciting (soap).
WHY IT IS PROPAGANDA: While the product may or may not be high quality, there is nothing about soap that will lead to money or fame.

13. Bait and Switch in Media
IMAGE: Lipstick marks, pictures of girls, phone numbers, and deodorant.
PROPAGANDA: The audience is meant to be lured in by images suggesting a man’s attractiveness to women; attention at the bottom of the add is then switched to deodorant. A link is suggested where none actually exists.

14. Glittering Generalities
Glittering generalities are words that are emotionally appealing, but don’t really say anything: (honor, glory, love of country, freedom, etc.)
When examined closely, these words have little meaning and little relationship to what they advertise.

15. Glittering Generalities in Text
STATEMENT: “We are at a crossroads for human destiny! We must chose a true leader for our city.”
EXPLANATION: The attempt here is to get the audience emotionally connected to the subject through use of words such as “destiny” and “leader.”
WHY IT IS PROPAGANDA: The candidate may or may not be a good leader. The text provides no evidence to suggest actual positive qualities.

16. Glittering Generalities in Media

17. Emotional Words
The use of emotional words is meant to stir the audience’s emotions, making little or no use of facts.
Words such as love, adore, hate, care, and/or support may be used to attach the audience’s emotions to a product or idea.

18. Emotional Words in Media
From a leaflet distributed by the North Korean army, encouraging American soldiers to surrender

19. Repetition
The writer sells an item or an idea by using a certain word again and again until it is associated with the item or idea.

20. Repetitive Words in Text
STATEMENT: “The senator’s cheapskate tie, cheapskate jacket, and cheapskate shoes should tell you what kind of cheapskate politics he’s practicing.”

21. Repetitive Words in Media

22. Plain Folks
The speaker presents himself as an “Average Joe” to create a sense that he’s the same as his audience, so they should agree on the topic at hand

23. Plain Folks in the Media