learning about propaganda
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Learning about Propaganda. Propaganda Story Time. “The Poisonous Mushroom” A Children’s Story by Ernst Heimer. Propaganda Story Time. - PowerPoint PPT PresentationTRANSCRIPT
Learning about Propaganda
PropagandaStory Time
ldquoThe Poisonous Mushroomrdquo
A Childrenrsquos Story
byErnst Heimer
PropagandaStory Time A mother and her young boy are gathering mushrooms in the German forest The boy finds some poisonous ones The mother explains that there are good mushrooms and poisonous ones and as they go home says
Look Franz human beings in this world are like the mushrooms in the forest There are good mushrooms and there are good people There are poisonous bad mushrooms and there are bad people And we have to be on our guard against bad people just as we have to be on guard against poisonous mushrooms Do you understand that
PropagandaStory Time Yes mother Franz replies I understand that in dealing with bad people trouble may arise just as when one eats a poisonous mushroom One may even dieldquo
And do you know too who these bad men are these poisonous mushrooms of mankind the mother continued
Franz slaps his chest in pride Of course I know mother They are the Jews Our teacher has often told us about themldquo
The mother praises her boy for his intelligence and goes on to explain the different kinds of poisonous Jews the Jewish pedlar the Jewish cattle-dealer the Kosher butcher the Jewish doctor the baptised Jew and so on
PropagandaStory Time However they disguise themselves or however friendly they try to be affirming a thousand times their good intentions to us one must not believe them Jews they are and Jews they remain For our Volk they are poisonldquo
Like the poisonous mushroom says Franz
Yes my child Just as a single poisonous mushrooms can kill a whole family so a solitary Jew can destroy a whole village a whole city even an entire Volkldquo
Franz has understood
Tell me mother do all non-Jews know that the Jew is as dangerous as a poisonous mushroomMother shakes her head
PropagandaStory Time
Unfortunately not my child There are millions of non-Jews who do not yet know the Jews So we have to enlighten people and warn them against the Jews Our young people too must be warned Our boys and girls must learn to know the Jew They must learn that the Jew is the most dangerous poison-mushroom in existence Just as poisonous mushrooms spring up everywhere so the Jew is found in every country in the world Just as poisonous mushrooms often lead to the most dreadful calamity so the Jew is the cause of misery and distress illness and death
PropagandaStory Time
1 What about this story is similar to other childrenrsquos stories you have read or had read to you as a child
2 What about this story is different from other childrenrsquos stories you have read or had read to you as a child
3 What is your reaction to this story
PropagandaDefinitions
Propaganda (n)mdash
1 information ideas or rumors deliberately spread widely to help or harm a person group movement institution nation etc
2 the deliberate spreading of such information rumors etc
3 the particular doctrines or principles propagated by an organization or movement
Are you familiar with any types of propaganda
What is Propagandabull Propaganda what it meansbull Propaganda is a specific type of message
presentation aimed at serving a particular purposebull It means to propagate (actively spread) a
philosophy or point of view (which may be true but often is not)
bull The most common use of the term (historically) is in political contexts in particular to refer to certain efforts sponsored by governments or political groups
bull In most countries propaganda has negative connotations but this is not universally true
Where do we see propaganda
bull Newspapers and booksbull Magazinesbull Internetbull Clothingbull Billboardsbull Bumper stickersbull TVbull Radiobull Signsbull Productsbull Cartoons (political)
What is propagandabull Propaganda is usually a pejorative
termbull Propaganda is typically a label
assigned to othersrsquo persuasion
bull ldquoPropaganda is the deliberate systematic attempt to shape perceptions manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandistrdquomdashJowett amp ODonnell 1986 Propaganda and Persuasion
Propaganda Purposebull The aim of propaganda is to influence peoples opinions
actively rather than to merely communicate the facts about something
bull For example propaganda might be used to gather either support or disapproval of a certain position rather than to simply present the position
bull What separates propaganda from normal communication is in the subtle often insidious ways that the message attempts to shape opinion
bull For example propaganda is often presented in a way that attempts to deliberately evoke a strong emotion especially by suggesting non-logical (or non-intuitive)relationships between concepts
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
PropagandaStory Time
ldquoThe Poisonous Mushroomrdquo
A Childrenrsquos Story
byErnst Heimer
PropagandaStory Time A mother and her young boy are gathering mushrooms in the German forest The boy finds some poisonous ones The mother explains that there are good mushrooms and poisonous ones and as they go home says
Look Franz human beings in this world are like the mushrooms in the forest There are good mushrooms and there are good people There are poisonous bad mushrooms and there are bad people And we have to be on our guard against bad people just as we have to be on guard against poisonous mushrooms Do you understand that
PropagandaStory Time Yes mother Franz replies I understand that in dealing with bad people trouble may arise just as when one eats a poisonous mushroom One may even dieldquo
And do you know too who these bad men are these poisonous mushrooms of mankind the mother continued
Franz slaps his chest in pride Of course I know mother They are the Jews Our teacher has often told us about themldquo
The mother praises her boy for his intelligence and goes on to explain the different kinds of poisonous Jews the Jewish pedlar the Jewish cattle-dealer the Kosher butcher the Jewish doctor the baptised Jew and so on
PropagandaStory Time However they disguise themselves or however friendly they try to be affirming a thousand times their good intentions to us one must not believe them Jews they are and Jews they remain For our Volk they are poisonldquo
Like the poisonous mushroom says Franz
Yes my child Just as a single poisonous mushrooms can kill a whole family so a solitary Jew can destroy a whole village a whole city even an entire Volkldquo
Franz has understood
Tell me mother do all non-Jews know that the Jew is as dangerous as a poisonous mushroomMother shakes her head
PropagandaStory Time
Unfortunately not my child There are millions of non-Jews who do not yet know the Jews So we have to enlighten people and warn them against the Jews Our young people too must be warned Our boys and girls must learn to know the Jew They must learn that the Jew is the most dangerous poison-mushroom in existence Just as poisonous mushrooms spring up everywhere so the Jew is found in every country in the world Just as poisonous mushrooms often lead to the most dreadful calamity so the Jew is the cause of misery and distress illness and death
PropagandaStory Time
1 What about this story is similar to other childrenrsquos stories you have read or had read to you as a child
2 What about this story is different from other childrenrsquos stories you have read or had read to you as a child
3 What is your reaction to this story
PropagandaDefinitions
Propaganda (n)mdash
1 information ideas or rumors deliberately spread widely to help or harm a person group movement institution nation etc
2 the deliberate spreading of such information rumors etc
3 the particular doctrines or principles propagated by an organization or movement
Are you familiar with any types of propaganda
What is Propagandabull Propaganda what it meansbull Propaganda is a specific type of message
presentation aimed at serving a particular purposebull It means to propagate (actively spread) a
philosophy or point of view (which may be true but often is not)
bull The most common use of the term (historically) is in political contexts in particular to refer to certain efforts sponsored by governments or political groups
bull In most countries propaganda has negative connotations but this is not universally true
Where do we see propaganda
bull Newspapers and booksbull Magazinesbull Internetbull Clothingbull Billboardsbull Bumper stickersbull TVbull Radiobull Signsbull Productsbull Cartoons (political)
What is propagandabull Propaganda is usually a pejorative
termbull Propaganda is typically a label
assigned to othersrsquo persuasion
bull ldquoPropaganda is the deliberate systematic attempt to shape perceptions manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandistrdquomdashJowett amp ODonnell 1986 Propaganda and Persuasion
Propaganda Purposebull The aim of propaganda is to influence peoples opinions
actively rather than to merely communicate the facts about something
bull For example propaganda might be used to gather either support or disapproval of a certain position rather than to simply present the position
bull What separates propaganda from normal communication is in the subtle often insidious ways that the message attempts to shape opinion
bull For example propaganda is often presented in a way that attempts to deliberately evoke a strong emotion especially by suggesting non-logical (or non-intuitive)relationships between concepts
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
PropagandaStory Time A mother and her young boy are gathering mushrooms in the German forest The boy finds some poisonous ones The mother explains that there are good mushrooms and poisonous ones and as they go home says
Look Franz human beings in this world are like the mushrooms in the forest There are good mushrooms and there are good people There are poisonous bad mushrooms and there are bad people And we have to be on our guard against bad people just as we have to be on guard against poisonous mushrooms Do you understand that
PropagandaStory Time Yes mother Franz replies I understand that in dealing with bad people trouble may arise just as when one eats a poisonous mushroom One may even dieldquo
And do you know too who these bad men are these poisonous mushrooms of mankind the mother continued
Franz slaps his chest in pride Of course I know mother They are the Jews Our teacher has often told us about themldquo
The mother praises her boy for his intelligence and goes on to explain the different kinds of poisonous Jews the Jewish pedlar the Jewish cattle-dealer the Kosher butcher the Jewish doctor the baptised Jew and so on
PropagandaStory Time However they disguise themselves or however friendly they try to be affirming a thousand times their good intentions to us one must not believe them Jews they are and Jews they remain For our Volk they are poisonldquo
Like the poisonous mushroom says Franz
Yes my child Just as a single poisonous mushrooms can kill a whole family so a solitary Jew can destroy a whole village a whole city even an entire Volkldquo
Franz has understood
Tell me mother do all non-Jews know that the Jew is as dangerous as a poisonous mushroomMother shakes her head
PropagandaStory Time
Unfortunately not my child There are millions of non-Jews who do not yet know the Jews So we have to enlighten people and warn them against the Jews Our young people too must be warned Our boys and girls must learn to know the Jew They must learn that the Jew is the most dangerous poison-mushroom in existence Just as poisonous mushrooms spring up everywhere so the Jew is found in every country in the world Just as poisonous mushrooms often lead to the most dreadful calamity so the Jew is the cause of misery and distress illness and death
PropagandaStory Time
1 What about this story is similar to other childrenrsquos stories you have read or had read to you as a child
2 What about this story is different from other childrenrsquos stories you have read or had read to you as a child
3 What is your reaction to this story
PropagandaDefinitions
Propaganda (n)mdash
1 information ideas or rumors deliberately spread widely to help or harm a person group movement institution nation etc
2 the deliberate spreading of such information rumors etc
3 the particular doctrines or principles propagated by an organization or movement
Are you familiar with any types of propaganda
What is Propagandabull Propaganda what it meansbull Propaganda is a specific type of message
presentation aimed at serving a particular purposebull It means to propagate (actively spread) a
philosophy or point of view (which may be true but often is not)
bull The most common use of the term (historically) is in political contexts in particular to refer to certain efforts sponsored by governments or political groups
bull In most countries propaganda has negative connotations but this is not universally true
Where do we see propaganda
bull Newspapers and booksbull Magazinesbull Internetbull Clothingbull Billboardsbull Bumper stickersbull TVbull Radiobull Signsbull Productsbull Cartoons (political)
What is propagandabull Propaganda is usually a pejorative
termbull Propaganda is typically a label
assigned to othersrsquo persuasion
bull ldquoPropaganda is the deliberate systematic attempt to shape perceptions manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandistrdquomdashJowett amp ODonnell 1986 Propaganda and Persuasion
Propaganda Purposebull The aim of propaganda is to influence peoples opinions
actively rather than to merely communicate the facts about something
bull For example propaganda might be used to gather either support or disapproval of a certain position rather than to simply present the position
bull What separates propaganda from normal communication is in the subtle often insidious ways that the message attempts to shape opinion
bull For example propaganda is often presented in a way that attempts to deliberately evoke a strong emotion especially by suggesting non-logical (or non-intuitive)relationships between concepts
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
PropagandaStory Time Yes mother Franz replies I understand that in dealing with bad people trouble may arise just as when one eats a poisonous mushroom One may even dieldquo
And do you know too who these bad men are these poisonous mushrooms of mankind the mother continued
Franz slaps his chest in pride Of course I know mother They are the Jews Our teacher has often told us about themldquo
The mother praises her boy for his intelligence and goes on to explain the different kinds of poisonous Jews the Jewish pedlar the Jewish cattle-dealer the Kosher butcher the Jewish doctor the baptised Jew and so on
PropagandaStory Time However they disguise themselves or however friendly they try to be affirming a thousand times their good intentions to us one must not believe them Jews they are and Jews they remain For our Volk they are poisonldquo
Like the poisonous mushroom says Franz
Yes my child Just as a single poisonous mushrooms can kill a whole family so a solitary Jew can destroy a whole village a whole city even an entire Volkldquo
Franz has understood
Tell me mother do all non-Jews know that the Jew is as dangerous as a poisonous mushroomMother shakes her head
PropagandaStory Time
Unfortunately not my child There are millions of non-Jews who do not yet know the Jews So we have to enlighten people and warn them against the Jews Our young people too must be warned Our boys and girls must learn to know the Jew They must learn that the Jew is the most dangerous poison-mushroom in existence Just as poisonous mushrooms spring up everywhere so the Jew is found in every country in the world Just as poisonous mushrooms often lead to the most dreadful calamity so the Jew is the cause of misery and distress illness and death
PropagandaStory Time
1 What about this story is similar to other childrenrsquos stories you have read or had read to you as a child
2 What about this story is different from other childrenrsquos stories you have read or had read to you as a child
3 What is your reaction to this story
PropagandaDefinitions
Propaganda (n)mdash
1 information ideas or rumors deliberately spread widely to help or harm a person group movement institution nation etc
2 the deliberate spreading of such information rumors etc
3 the particular doctrines or principles propagated by an organization or movement
Are you familiar with any types of propaganda
What is Propagandabull Propaganda what it meansbull Propaganda is a specific type of message
presentation aimed at serving a particular purposebull It means to propagate (actively spread) a
philosophy or point of view (which may be true but often is not)
bull The most common use of the term (historically) is in political contexts in particular to refer to certain efforts sponsored by governments or political groups
bull In most countries propaganda has negative connotations but this is not universally true
Where do we see propaganda
bull Newspapers and booksbull Magazinesbull Internetbull Clothingbull Billboardsbull Bumper stickersbull TVbull Radiobull Signsbull Productsbull Cartoons (political)
What is propagandabull Propaganda is usually a pejorative
termbull Propaganda is typically a label
assigned to othersrsquo persuasion
bull ldquoPropaganda is the deliberate systematic attempt to shape perceptions manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandistrdquomdashJowett amp ODonnell 1986 Propaganda and Persuasion
Propaganda Purposebull The aim of propaganda is to influence peoples opinions
actively rather than to merely communicate the facts about something
bull For example propaganda might be used to gather either support or disapproval of a certain position rather than to simply present the position
bull What separates propaganda from normal communication is in the subtle often insidious ways that the message attempts to shape opinion
bull For example propaganda is often presented in a way that attempts to deliberately evoke a strong emotion especially by suggesting non-logical (or non-intuitive)relationships between concepts
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
PropagandaStory Time However they disguise themselves or however friendly they try to be affirming a thousand times their good intentions to us one must not believe them Jews they are and Jews they remain For our Volk they are poisonldquo
Like the poisonous mushroom says Franz
Yes my child Just as a single poisonous mushrooms can kill a whole family so a solitary Jew can destroy a whole village a whole city even an entire Volkldquo
Franz has understood
Tell me mother do all non-Jews know that the Jew is as dangerous as a poisonous mushroomMother shakes her head
PropagandaStory Time
Unfortunately not my child There are millions of non-Jews who do not yet know the Jews So we have to enlighten people and warn them against the Jews Our young people too must be warned Our boys and girls must learn to know the Jew They must learn that the Jew is the most dangerous poison-mushroom in existence Just as poisonous mushrooms spring up everywhere so the Jew is found in every country in the world Just as poisonous mushrooms often lead to the most dreadful calamity so the Jew is the cause of misery and distress illness and death
PropagandaStory Time
1 What about this story is similar to other childrenrsquos stories you have read or had read to you as a child
2 What about this story is different from other childrenrsquos stories you have read or had read to you as a child
3 What is your reaction to this story
PropagandaDefinitions
Propaganda (n)mdash
1 information ideas or rumors deliberately spread widely to help or harm a person group movement institution nation etc
2 the deliberate spreading of such information rumors etc
3 the particular doctrines or principles propagated by an organization or movement
Are you familiar with any types of propaganda
What is Propagandabull Propaganda what it meansbull Propaganda is a specific type of message
presentation aimed at serving a particular purposebull It means to propagate (actively spread) a
philosophy or point of view (which may be true but often is not)
bull The most common use of the term (historically) is in political contexts in particular to refer to certain efforts sponsored by governments or political groups
bull In most countries propaganda has negative connotations but this is not universally true
Where do we see propaganda
bull Newspapers and booksbull Magazinesbull Internetbull Clothingbull Billboardsbull Bumper stickersbull TVbull Radiobull Signsbull Productsbull Cartoons (political)
What is propagandabull Propaganda is usually a pejorative
termbull Propaganda is typically a label
assigned to othersrsquo persuasion
bull ldquoPropaganda is the deliberate systematic attempt to shape perceptions manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandistrdquomdashJowett amp ODonnell 1986 Propaganda and Persuasion
Propaganda Purposebull The aim of propaganda is to influence peoples opinions
actively rather than to merely communicate the facts about something
bull For example propaganda might be used to gather either support or disapproval of a certain position rather than to simply present the position
bull What separates propaganda from normal communication is in the subtle often insidious ways that the message attempts to shape opinion
bull For example propaganda is often presented in a way that attempts to deliberately evoke a strong emotion especially by suggesting non-logical (or non-intuitive)relationships between concepts
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
PropagandaStory Time
Unfortunately not my child There are millions of non-Jews who do not yet know the Jews So we have to enlighten people and warn them against the Jews Our young people too must be warned Our boys and girls must learn to know the Jew They must learn that the Jew is the most dangerous poison-mushroom in existence Just as poisonous mushrooms spring up everywhere so the Jew is found in every country in the world Just as poisonous mushrooms often lead to the most dreadful calamity so the Jew is the cause of misery and distress illness and death
PropagandaStory Time
1 What about this story is similar to other childrenrsquos stories you have read or had read to you as a child
2 What about this story is different from other childrenrsquos stories you have read or had read to you as a child
3 What is your reaction to this story
PropagandaDefinitions
Propaganda (n)mdash
1 information ideas or rumors deliberately spread widely to help or harm a person group movement institution nation etc
2 the deliberate spreading of such information rumors etc
3 the particular doctrines or principles propagated by an organization or movement
Are you familiar with any types of propaganda
What is Propagandabull Propaganda what it meansbull Propaganda is a specific type of message
presentation aimed at serving a particular purposebull It means to propagate (actively spread) a
philosophy or point of view (which may be true but often is not)
bull The most common use of the term (historically) is in political contexts in particular to refer to certain efforts sponsored by governments or political groups
bull In most countries propaganda has negative connotations but this is not universally true
Where do we see propaganda
bull Newspapers and booksbull Magazinesbull Internetbull Clothingbull Billboardsbull Bumper stickersbull TVbull Radiobull Signsbull Productsbull Cartoons (political)
What is propagandabull Propaganda is usually a pejorative
termbull Propaganda is typically a label
assigned to othersrsquo persuasion
bull ldquoPropaganda is the deliberate systematic attempt to shape perceptions manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandistrdquomdashJowett amp ODonnell 1986 Propaganda and Persuasion
Propaganda Purposebull The aim of propaganda is to influence peoples opinions
actively rather than to merely communicate the facts about something
bull For example propaganda might be used to gather either support or disapproval of a certain position rather than to simply present the position
bull What separates propaganda from normal communication is in the subtle often insidious ways that the message attempts to shape opinion
bull For example propaganda is often presented in a way that attempts to deliberately evoke a strong emotion especially by suggesting non-logical (or non-intuitive)relationships between concepts
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
PropagandaStory Time
1 What about this story is similar to other childrenrsquos stories you have read or had read to you as a child
2 What about this story is different from other childrenrsquos stories you have read or had read to you as a child
3 What is your reaction to this story
PropagandaDefinitions
Propaganda (n)mdash
1 information ideas or rumors deliberately spread widely to help or harm a person group movement institution nation etc
2 the deliberate spreading of such information rumors etc
3 the particular doctrines or principles propagated by an organization or movement
Are you familiar with any types of propaganda
What is Propagandabull Propaganda what it meansbull Propaganda is a specific type of message
presentation aimed at serving a particular purposebull It means to propagate (actively spread) a
philosophy or point of view (which may be true but often is not)
bull The most common use of the term (historically) is in political contexts in particular to refer to certain efforts sponsored by governments or political groups
bull In most countries propaganda has negative connotations but this is not universally true
Where do we see propaganda
bull Newspapers and booksbull Magazinesbull Internetbull Clothingbull Billboardsbull Bumper stickersbull TVbull Radiobull Signsbull Productsbull Cartoons (political)
What is propagandabull Propaganda is usually a pejorative
termbull Propaganda is typically a label
assigned to othersrsquo persuasion
bull ldquoPropaganda is the deliberate systematic attempt to shape perceptions manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandistrdquomdashJowett amp ODonnell 1986 Propaganda and Persuasion
Propaganda Purposebull The aim of propaganda is to influence peoples opinions
actively rather than to merely communicate the facts about something
bull For example propaganda might be used to gather either support or disapproval of a certain position rather than to simply present the position
bull What separates propaganda from normal communication is in the subtle often insidious ways that the message attempts to shape opinion
bull For example propaganda is often presented in a way that attempts to deliberately evoke a strong emotion especially by suggesting non-logical (or non-intuitive)relationships between concepts
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
PropagandaDefinitions
Propaganda (n)mdash
1 information ideas or rumors deliberately spread widely to help or harm a person group movement institution nation etc
2 the deliberate spreading of such information rumors etc
3 the particular doctrines or principles propagated by an organization or movement
Are you familiar with any types of propaganda
What is Propagandabull Propaganda what it meansbull Propaganda is a specific type of message
presentation aimed at serving a particular purposebull It means to propagate (actively spread) a
philosophy or point of view (which may be true but often is not)
bull The most common use of the term (historically) is in political contexts in particular to refer to certain efforts sponsored by governments or political groups
bull In most countries propaganda has negative connotations but this is not universally true
Where do we see propaganda
bull Newspapers and booksbull Magazinesbull Internetbull Clothingbull Billboardsbull Bumper stickersbull TVbull Radiobull Signsbull Productsbull Cartoons (political)
What is propagandabull Propaganda is usually a pejorative
termbull Propaganda is typically a label
assigned to othersrsquo persuasion
bull ldquoPropaganda is the deliberate systematic attempt to shape perceptions manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandistrdquomdashJowett amp ODonnell 1986 Propaganda and Persuasion
Propaganda Purposebull The aim of propaganda is to influence peoples opinions
actively rather than to merely communicate the facts about something
bull For example propaganda might be used to gather either support or disapproval of a certain position rather than to simply present the position
bull What separates propaganda from normal communication is in the subtle often insidious ways that the message attempts to shape opinion
bull For example propaganda is often presented in a way that attempts to deliberately evoke a strong emotion especially by suggesting non-logical (or non-intuitive)relationships between concepts
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
What is Propagandabull Propaganda what it meansbull Propaganda is a specific type of message
presentation aimed at serving a particular purposebull It means to propagate (actively spread) a
philosophy or point of view (which may be true but often is not)
bull The most common use of the term (historically) is in political contexts in particular to refer to certain efforts sponsored by governments or political groups
bull In most countries propaganda has negative connotations but this is not universally true
Where do we see propaganda
bull Newspapers and booksbull Magazinesbull Internetbull Clothingbull Billboardsbull Bumper stickersbull TVbull Radiobull Signsbull Productsbull Cartoons (political)
What is propagandabull Propaganda is usually a pejorative
termbull Propaganda is typically a label
assigned to othersrsquo persuasion
bull ldquoPropaganda is the deliberate systematic attempt to shape perceptions manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandistrdquomdashJowett amp ODonnell 1986 Propaganda and Persuasion
Propaganda Purposebull The aim of propaganda is to influence peoples opinions
actively rather than to merely communicate the facts about something
bull For example propaganda might be used to gather either support or disapproval of a certain position rather than to simply present the position
bull What separates propaganda from normal communication is in the subtle often insidious ways that the message attempts to shape opinion
bull For example propaganda is often presented in a way that attempts to deliberately evoke a strong emotion especially by suggesting non-logical (or non-intuitive)relationships between concepts
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Where do we see propaganda
bull Newspapers and booksbull Magazinesbull Internetbull Clothingbull Billboardsbull Bumper stickersbull TVbull Radiobull Signsbull Productsbull Cartoons (political)
What is propagandabull Propaganda is usually a pejorative
termbull Propaganda is typically a label
assigned to othersrsquo persuasion
bull ldquoPropaganda is the deliberate systematic attempt to shape perceptions manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandistrdquomdashJowett amp ODonnell 1986 Propaganda and Persuasion
Propaganda Purposebull The aim of propaganda is to influence peoples opinions
actively rather than to merely communicate the facts about something
bull For example propaganda might be used to gather either support or disapproval of a certain position rather than to simply present the position
bull What separates propaganda from normal communication is in the subtle often insidious ways that the message attempts to shape opinion
bull For example propaganda is often presented in a way that attempts to deliberately evoke a strong emotion especially by suggesting non-logical (or non-intuitive)relationships between concepts
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
What is propagandabull Propaganda is usually a pejorative
termbull Propaganda is typically a label
assigned to othersrsquo persuasion
bull ldquoPropaganda is the deliberate systematic attempt to shape perceptions manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandistrdquomdashJowett amp ODonnell 1986 Propaganda and Persuasion
Propaganda Purposebull The aim of propaganda is to influence peoples opinions
actively rather than to merely communicate the facts about something
bull For example propaganda might be used to gather either support or disapproval of a certain position rather than to simply present the position
bull What separates propaganda from normal communication is in the subtle often insidious ways that the message attempts to shape opinion
bull For example propaganda is often presented in a way that attempts to deliberately evoke a strong emotion especially by suggesting non-logical (or non-intuitive)relationships between concepts
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Propaganda Purposebull The aim of propaganda is to influence peoples opinions
actively rather than to merely communicate the facts about something
bull For example propaganda might be used to gather either support or disapproval of a certain position rather than to simply present the position
bull What separates propaganda from normal communication is in the subtle often insidious ways that the message attempts to shape opinion
bull For example propaganda is often presented in a way that attempts to deliberately evoke a strong emotion especially by suggesting non-logical (or non-intuitive)relationships between concepts
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Why are they used
bull To manipulate the readers or viewers reason and emotions to persuade you to believe in something or someone buy an item or vote a certain way
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Importance of teaching students the techniques of propaganda
bull The PBS election guide Web site ldquoBy The Peoplerdquo makes the following argument for why political advertisements should be looked at more carefully
bull ldquoThe bottom line then is that its important for citizens to look carefully at political ads Certainly the truth or falsity and regardless of lsquotruthrsquo the deceptiveness of ad content is important to examine Many newspapers and television analysis programs provide the citizen a good opportunity to learn more about the quality of the verbal content of political commercials Although a majority of Americans are not aware of this government closely controls the truth-value of national product advertising on television But because of the principle of free speech a principle protected by the US Constitution there is no control whatsoever on the content of a political commercial Basically a politician can say anything she or he wishes in a political ad The only lsquocontrolrsquo over content in a political ad is media and public response to that contentrdquo
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
What is a Propaganda Poster
bull A Propaganda Poster is usually created by an existing government or a political party trying to gain control of the government
bull It uses patriotism and nationalism to glorify an idea or plan
bull It is meant to convince the people to support the idea or plan
bull It focuses either on the positives and ignores the negatives or focuses on the negatives and ignores the positives
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
What are Propaganda Techniques
bull methods and approaches used to spread ideas that further a cause ndash political commercial religious or civil
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Propaganda Includes
bull A goal for the viewerbullA techniquebull Images to capture the viewerbull Words in the form of slogan
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
bull Goal for Viewerbull Images Symbolsbull TechniqueAppealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
bull Goal for Viewerbull Images Symbolsbull Technique Appealbull Slogan
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Ten Commandments of Propaganda
1) Divide and Conquera)More small groups are easier to pit against each other
2) Tell the people what they wanta)Pander to the masses
3) The bigger the lie the more people will believe ita)Make statements grandiose and loud
4) ALWAYS appeal to the lowest common denominatora) Itrsquos OK to ldquodumb it downrdquo
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Ten Commandments of Propaganda (cont)
5)Generalize as much as possiblea) Paint in broad strokes
6) Use expert testimoniala) Have someone known or relatable
ldquopitchrdquo it
7) Refer often to the authority of your officea) Remind public of knowledge and
power
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Ten Commandments of Propaganda (cont)
8) Stack the cards with informationa)Use as much supportive evidence as possible
9) A confused people are easily leda)More informed means more skeptical
10) Get the plain folks onto the bandwagona)Appeal to the common man amp he will follow
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Features of Propagandabull There is a hidden motive which is not made obvious in all
propagandabull The methods used are generally insidious (wicked)bull Propaganda are generally costly and carried out at a
national scalebull When presenting the idea there is always a biasbull Religious national or political interests are usually sources
of propagandabull All forms of media and a lot of repetition are used to
propagate the messagebull The intention of propaganda is for the people to accept
one idea and exclude any alternative ideas
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Guarding Against Propagandabull Always question what you see or hear no matter
where or how you see it or who says itbull Weigh ideas against everything you know and can
find outbull Always look for a hidden motivebull Ask the person why heshe thinks that it is true and
why
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Adapted from the Propaganda Critic Web site For more detailed definitions and additional examplessee wwwpropagandacriticcomPROPAGANDA ndash the use of a variety of communication techniques that create an emotional appeal to accept a particular belief or opinion to adopt a certain behavior or to perform a particular actionThere is some disagreement about whether all persuasive communication is propagandistic or whether the propaganda label can only be applied to dishonest messagesNAME CALLING ndash links a person or idea to a negative symbol Examples commie fascist yuppieGLITTERING GENERALITIES ndash use of virtue words the opposite of name calling ie links aperson or idea to a positive symbol Examples democracy patriotism family
Propaganda Strategies
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Sloganbull A catchword or phrase loaded with emotionbull Often sells through repetitionbull Clever and easy to rememberbull Stays with you a long timebull Often a melody you already know
ldquoTrust Sleepyrsquos For the lsquorestrsquoOf your liferdquo
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Name-Calling 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
The most obvious type of name calling involves bad names For example consider the following
Communist Fascist Criminal LiarTerrorist Bum
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Name - Callingbull A way of smearing an
opponentbull Intent is to damage
opponentbull It also arouses suspicion of
opponentbull Intention is to create an
uneasy feelingbull Used by politicians and
product companies
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Name calling
bull Attaching a negative label to a person or a thing ndashUsed to try to avoid supporting their
own opinion with facts ndashRather than explain what they believe
in they prefer to try to tear their opponent down
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Name-Callingbull This technique links a person or idea to a
negative imagebull It is hoped that association with this negative
symbol will cause the viewer to reject it outright bull A derivative of this technique involves carefully
selecting descriptive words bull Compare the connotations word determined
and aggressive bull This is the opposite of glittering generalities
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Name-callingbullA negative word or feeling is attached to an idea product or person bull If that word or feeling goes along with that person or idea the implication is that we shouldnrsquot be interested in it
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
More Name CallingA more subtle form of name-calling involves words or phrases that are selected because they possess a negative emotional charge
Those who oppose budget cuts may characterize fiscally conservative politicians as stingy
Supporters might prefer to describe them as thrifty Both words refer to the same behavior but they have very different connotations
Other examples of negatively charged words include social engineering radical cowardly
counter-culture
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
For exampleDo we want a mayor who will leave us in debt
Spending grew 100
under Mayor Moneybags
Clipart-Microsoft Office XP 2002
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Propaganda Techniques2 Name Calling (negative names or adjectives)
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Name-calling
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Name-calling
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Name-Calling
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Name-Calling
The Jew The inciter of war the prolonger of war
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Glittering GeneralitiesThe 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
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
More Glittering GeneralitiesWe 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
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Glittering Generalities
bull uses important-sounding glad words ndash little or no real meaning
bull used in general statements that cannot be proved or disproved ndash Words like good honest fair and best are
examples of glad words
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Glittering Generalitiesbull Use of words and images that generally carry a
favorable meaning to everyone including liberty democracy freedom and civilization
bull It hopes to associate a person idea or group with a positive feeling but no direct evidence
bull The largest problem with this technique is that all of these words mean different things to different people
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Glittering Generalities in Text
bull STATEMENT ldquoWe are at a crossroads for human destiny We must chose a true leader for our cityrdquo
bull EXPLANATION The attempt here is to get the audience emotionally connected to the subject through use of words such as ldquodestinyrdquo and ldquoleaderrdquo
bull WHY IT IS PROPAGANDA The candidate may or may not be a good leader The text provides no evidence to suggest actual positive qualities
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Glittering Generalities in Media
bull STATEMENT ldquoChange We Can Believe Inrdquobull PROPAGANDA The audience is meant to be lured in by the
promise of ldquochangerdquo The idea is catchy and attractive but without substance or evidence
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Glittering GeneralitybullA commonly admired virtue is used to inspire positive feelings for a person idea or productbullWords like truth democracy beauty timeless are examples of those general terms
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
A Little More for Glittering Generalities
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
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Glittering Generalitiesbull Glittering generalities are
words that are patriotic attractive or catchy but donrsquot really say anything honor glory love of country and freedom
bull When examined closely these words have little meaning and little relationship to what they advertise
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
For example
If you want to be brighter yoursquoll support Bill Brite
Look on the bright side
Vote for Bill Brite
Clipart-Microsoft Office XP 2002
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Propaganda Techniques
3 Glittering Generality (Good adjectives names)
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Glittering Generalities
Open the door to freedom Put a strong man at the helm Out of the swamp Forward with the powers of renewalrdquo
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Glittering Generalities
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
The next two are ways of making false connectionsTRANSFER ndash a device by which the propagandist links the authority or prestige of something wellrespectedand revered such as church or nation to something he would have us accept Example apolitical activist closes her speech with a prayerTESTIMONIAL ndash a public figure or a celebrity promotes or endorses a product a policy or a politicalcandidate Examples an athlete appears on the Wheaties box an actor speaks at a political rally
Propaganda Strategies
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
TransferPositive feelingsdesires are connected to a productuser
Transfers positive feelings we have of something we know to something we donrsquot
bull Sex Appealbull Love Popularitybull Famebull Wealthbull Power
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Transferbull TRANSFER is an attempt to
make the audience view a certain item in the same way as it views another item to link the two in the audiencersquos mind
bull Political logos do this frequently they link patriotic images (like flags) together with a candidate
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Transfer
bull Attempt is made to transfer the prestige of a positive symbol to a person or an idea ndashFor example using the American flag
as a backdrop for a political event makes the implication that the event is patriotic in the best interest of the US
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Transferbull Propagandists transfer the fame prestige or
reliability of something or someone to an issue that may or may not be related
bull Any politician who publicly says a prayer is transferring religion to their image
bull Use of a flag or patriotic leader is also commonly utilized
bull The Nazis justified treatment of the Jews by ldquoprovingrdquo their inferiority through their own science
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Transfer in TextSTATEMENT ldquoAll across the rich green fields the
towering purple mountains Americans are discovering Smell-Free Deodorantrdquo
EXPLANATION The attempt here is to get the audience to consume a certain product because a positive image is associated with the product
WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by its connection to a positive image
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Transfer in Mediabull STATEMENT Santa
says ldquoCoke Timerdquobull PROPAGANDA The
audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke though the two are in no way related
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Transfer of EmotionsIn the Transfer device symbols are constantly used
The cross represents the Christian Church The flag represents the nation Cartoons like Uncle Sam represent a
consensus of public opinion Those symbols stir emotions At their very sight with the speed of light is aroused the whole
complex of feelings we have with respect to church or nation A cartoonist by having Uncle Sam disapprove a budget for
unemployment relief would have us feel that the whole United States disapproves relief costs
By drawing an Uncle Sam who approves the same budget the cartoonist would have us feel that the American people approve it
Thus the Transfer device is used both for and against causes and ideas
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
TransferbullSymbols quotes or images of famous people are used to convey a messagebullThe message may not necessarily be associated with them
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Transfer
bull Projecting good or bad qualities from one person or group onto another
bull The positive or negative association will ldquorub offrdquo on the other person or groupndash Politicians posing next to the
flag with veterans or troopsndash An ad for a dietary supplement
features a researcher in a white lab coat with a clip board to make the product appear more scientific
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
For example
Joe uses symbols of America to tie his restaurant to American values for Independence Day
Celebrate the American Way this 4th of July-
Eat at Joersquos
Joersquos Barbeque
Clipart-Microsoft Office XP 2002
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Transfer
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Transfer
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Transfer
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Testimonial
bull When big name personalities are used to endorse a productndash Whenever you see someone famous
endorsing a product ask yourself how much that person knows about the product and what he or she stands to gain by promoting it
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Testimonialbull A celebrity or expert who endorse a
product candidate or idea bull Think about all of the commercials
with celebrities bull The celebrity may not always be
qualified to speak on the subject
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Testimonialbull Statement endorsing an ideaproduct by a prominent personbull Product can be inside or outside particular fieldbull Musical artistsbull Sports giantsbull Actorsactresses
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Testimonial in Textbull STATEMENT ldquoKobe Bryant only drinks Cokerdquobull EXPLANATION The attempt here is to get the
audience to consume a certain product because a celebrity uses the product
bull WHY IT IS PROPAGANDA While the product may or may not be high quality there is nothing regarding quality established by the statement that a celebrity consumes it
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
al
Testimonials
bullIf someone famous uses this product believes this idea or supports this candidate so should webullA famous person endorses an idea a product a candidate
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
For example
If we drink milk we will all be as famous as Milly the model
Milly the Model asks ldquoGot Milkrdquo
Clipart-Microsoft Office XP 2002
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Testimonial in Media
STATEMENT ldquoI choose milkrdquo
PROPAGANDA Taylor Swiftrsquos choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Testimonial
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Testimonial
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Testimonial
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Testimonial
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Appeal to Authority
bull Appeals to authority have important and powerful people supporting a candidate or idea
bull Similar to testimonial
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Appeal to Authority
One People One Reich One Fuumlhrer
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Bait and Switchbull This technique transfers the readersrsquo attention
from an exciting idea to a less exciting idea bull This technique is in some cases against the
law
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Bait and Switch in Textbull STATEMENT ldquoImagine having more money than you
could ever spend Imagine being rich famous and attractive Dove soap is the first step
bull EXPLANATION The attempt here is to get the audience excited (money fame amp beauty) and then to switch to something not remotely exciting (soap)
bull 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
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Bait and Switch in Media
bull IMAGE Lipstick marks pictures of girls phone numbers and deodorant
bull PROPAGANDA The audience is meant to be lured in by images suggesting a manrsquos attractiveness to women attention at the bottom of the add is then switched to deodorant A link is suggested where none actually exists
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
The following three constitute special appealsPLAIN FOLKS ndash attempt to convince the audience that a prominent person and his ideas are ldquoofthe peoplerdquo Examples a prominent politician eats at McDonaldrsquos an actress is photographed shopping forgroceriesBANDWAGON ndash makes the appeal that ldquoeveryone else is doing it and so should yourdquo Examples anad states that ldquoeveryone is rushing down to their Ford dealerrdquoFEAR ndash plays on deep-seated fears warns the audience that disaster will result if they do not followa particular course of action Example an insurance company pamphlet includes pictures of housesdestroyed floods followed up by details about home-ownersrsquo insurance
Propaganda Strategies
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Bandwagon
bull because everyone else is doing something you should do it too or youll be left out ndash The technique embodies a keeping up with the
Joneses philosophy
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Bandwagon
bull Hop on the bandwagon or else you donrsquot fit in Everyone is doing it so you should too
bull This technique is contrived peer pressure ndash no one wants to be left out or behind
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Bandwagonbull persuasive technique that invites you to join the
crowdbull Everybodyrsquos doing itbull Often uses weasel words
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
BandwagonbullEverybody is doing this
bullIf you want to fit in you need to ldquojump on the bandwagonrdquo and do it toobullThe implication is that you must JOIN in to FIT in
Clipart-Microsoft Office XP 2002
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Bandwagon in Media
bull STATEMENT ldquoMore people are smoking Camels than ever beforerdquo
bull PROPAGANDA The attempt is to make the audience want to join a large number of people
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
For example
If the whole world uses this VISA card you must need one too
Bank of the World Visa Card-You can use it from Tennessee to
Timbuktu-anywhere you travel in whole wide
world
Sign up today at wwwbowvisacom
Clipart-Microsoft Office XP 2002
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Propaganda Techniques4 Bandwagon (everyonersquos doing it)
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Bandwagon
bull ldquoEverything and everyone for victoryrdquo
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Bandwagon
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Bandwagon
bull Everyone listens to the Fuhrer
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Fear
bull During wartime this technique is used often
bull It informs people that personal danger is imminent if they do or do not do some specific action
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
FearbullOur fears are displayedbullIdeas candidates or products are shown to put our fears to rest
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
FearThis technique can be highly effective when wielded by a fascist demagogue but it is typically used in less dramatic ways Consider the following
bull A television commercial portrays a terrible automobile accident (the fear appeal) and reminds viewers to wear their seat-belts (the fear-reducing behavior)
bull A pamphlet from an insurance company includes pictures of houses destroyed by floods (the fear appeal) and follows up with details about home-owners insurance (the fear-reducing behavior)
bull A letter from a pro-gun organization begins by describing a lawless America in which only criminals own guns (the fear appeal) and concludes by asking readers to oppose a ban on automatic weapons (the fear-reducing behavior)
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
For exampleIf you use Safety Ware it will people from stealing your identity-or will it
Guard against Identity theft
Use Safety Ware
wwwsafetywarecom
Clipart-Microsoft Office XP 2002
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
FearThe streets of our country are in turmoil The universities are filled with students rebelling and rioting Communists are seeking to destroy our country Russia is threatening us with her might and the Republic is in danger Yes - danger from within and without We need law and order Without it our nation cannot survive - Adolf Hitler 1932
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Propaganda TechniquesFear
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Fear
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Fear
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Fear
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling Once the reader isfeeling strongly he orshe may be more likelyto agree with the writer What are some examplesof loaded words This technique often uses interesting
and eye-catching visuals as well
Emotional Wordsbull The use of emotional
words is meant to stir the audiencersquos emotions making little or no use of facts
bull Words such as love adore hate care andor support may be used to attach the audiencersquos emotions to a product or idea
Emotional Words in Textbull STATEMENT ldquoIf you love your dog yoursquoll buy
him Eukanubardquobull EXPLANATION The attempt here is to get the
audience to attach the emotion of love to a product
bull WHY IT IS PROPAGANDA The true love one may feel for a dog has no actual relationship to the purchase of dog food
From a leaflet distributed by the North Korean army encouraging American soldiers to surrender
Emotional Words in Mediabull STATEMENT ldquoDonrsquot let
your loved ones mourn for yourdquo
bull PROPAGANDA The audience is meant to connect its positive emotions for loved ones to the idea of surrendering to the enemy in order to spare its loved ones pain
Emotional wordsbullWe associate those words and therefore those positive feelings with the product bullWords that leave us with positive feelings are used to describe a product person or idea
Loaded Words
Whitening Expressions Refreshing Vanilla MintGet a cool and inviting brushing experience with Crest Whitening Expressions Refreshing Vanilla Mint
Loaded WORDS
This billboard advertisement uses the word ldquoirresistiblerdquo to appeal to our emotions
The visual is also very appealing
For exampleWhat feelings are inspired by the words ldquotrue loverdquo If you wear this cologne will someone fall in love with you
True Love
Clipart-Microsoft Office XP 2002
The next two are types of logical fallaciesBAD LOGIC ndash an illogical message is not necessarily propagandistic it can be just a logical mistakeit is propaganda if logic is manipulated deliberately to promote a cause Example Senator X wants toregulate the power industry All Communist governments regulate their power industries Senator X is aCommunistUNWARRANTED EXTRAPOLATION ndash making huge predictions about the future on the basisof a few small facts Example If the US approves NAFTA thousands of jobs and factories will move toMexico
Propaganda Strategies
What is a Logical Fallacybull Logic correct or reliable
information method or reasoningbull Fallacy ldquoargumentrdquo in which the
premise given for the conclusion does not provide the needed degree of support
Logical FallaciesFalse Analogy
bull Drawing a conclusion from a series of premises
bull For example Religion is good Wars are fought over religion
bull Therefore religious wars are good
Logical FallaciesFalse Analogy
bull In this technique two things that may or may not really be similar are portrayed as being similar
bull When examining the comparison you must ask yourself how similar the items are
bull In most false analogies there is simply not enough evidence available to support the comparison
Logical FallaciesFalse Analogy
bull This technique suggests that because B follows A A must cause B ndashRemember just because two events
or two sets of data are related does not necessarily mean that one caused the other to happen
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Emotional Words in Textbull STATEMENT ldquoIf you love your dog yoursquoll buy
him Eukanubardquobull EXPLANATION The attempt here is to get the
audience to attach the emotion of love to a product
bull WHY IT IS PROPAGANDA The true love one may feel for a dog has no actual relationship to the purchase of dog food
From a leaflet distributed by the North Korean army encouraging American soldiers to surrender
Emotional Words in Mediabull STATEMENT ldquoDonrsquot let
your loved ones mourn for yourdquo
bull PROPAGANDA The audience is meant to connect its positive emotions for loved ones to the idea of surrendering to the enemy in order to spare its loved ones pain
Emotional wordsbullWe associate those words and therefore those positive feelings with the product bullWords that leave us with positive feelings are used to describe a product person or idea
Loaded Words
Whitening Expressions Refreshing Vanilla MintGet a cool and inviting brushing experience with Crest Whitening Expressions Refreshing Vanilla Mint
Loaded WORDS
This billboard advertisement uses the word ldquoirresistiblerdquo to appeal to our emotions
The visual is also very appealing
For exampleWhat feelings are inspired by the words ldquotrue loverdquo If you wear this cologne will someone fall in love with you
True Love
Clipart-Microsoft Office XP 2002
The next two are types of logical fallaciesBAD LOGIC ndash an illogical message is not necessarily propagandistic it can be just a logical mistakeit is propaganda if logic is manipulated deliberately to promote a cause Example Senator X wants toregulate the power industry All Communist governments regulate their power industries Senator X is aCommunistUNWARRANTED EXTRAPOLATION ndash making huge predictions about the future on the basisof a few small facts Example If the US approves NAFTA thousands of jobs and factories will move toMexico
Propaganda Strategies
What is a Logical Fallacybull Logic correct or reliable
information method or reasoningbull Fallacy ldquoargumentrdquo in which the
premise given for the conclusion does not provide the needed degree of support
Logical FallaciesFalse Analogy
bull Drawing a conclusion from a series of premises
bull For example Religion is good Wars are fought over religion
bull Therefore religious wars are good
Logical FallaciesFalse Analogy
bull In this technique two things that may or may not really be similar are portrayed as being similar
bull When examining the comparison you must ask yourself how similar the items are
bull In most false analogies there is simply not enough evidence available to support the comparison
Logical FallaciesFalse Analogy
bull This technique suggests that because B follows A A must cause B ndashRemember just because two events
or two sets of data are related does not necessarily mean that one caused the other to happen
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
From a leaflet distributed by the North Korean army encouraging American soldiers to surrender
Emotional Words in Mediabull STATEMENT ldquoDonrsquot let
your loved ones mourn for yourdquo
bull PROPAGANDA The audience is meant to connect its positive emotions for loved ones to the idea of surrendering to the enemy in order to spare its loved ones pain
Emotional wordsbullWe associate those words and therefore those positive feelings with the product bullWords that leave us with positive feelings are used to describe a product person or idea
Loaded Words
Whitening Expressions Refreshing Vanilla MintGet a cool and inviting brushing experience with Crest Whitening Expressions Refreshing Vanilla Mint
Loaded WORDS
This billboard advertisement uses the word ldquoirresistiblerdquo to appeal to our emotions
The visual is also very appealing
For exampleWhat feelings are inspired by the words ldquotrue loverdquo If you wear this cologne will someone fall in love with you
True Love
Clipart-Microsoft Office XP 2002
The next two are types of logical fallaciesBAD LOGIC ndash an illogical message is not necessarily propagandistic it can be just a logical mistakeit is propaganda if logic is manipulated deliberately to promote a cause Example Senator X wants toregulate the power industry All Communist governments regulate their power industries Senator X is aCommunistUNWARRANTED EXTRAPOLATION ndash making huge predictions about the future on the basisof a few small facts Example If the US approves NAFTA thousands of jobs and factories will move toMexico
Propaganda Strategies
What is a Logical Fallacybull Logic correct or reliable
information method or reasoningbull Fallacy ldquoargumentrdquo in which the
premise given for the conclusion does not provide the needed degree of support
Logical FallaciesFalse Analogy
bull Drawing a conclusion from a series of premises
bull For example Religion is good Wars are fought over religion
bull Therefore religious wars are good
Logical FallaciesFalse Analogy
bull In this technique two things that may or may not really be similar are portrayed as being similar
bull When examining the comparison you must ask yourself how similar the items are
bull In most false analogies there is simply not enough evidence available to support the comparison
Logical FallaciesFalse Analogy
bull This technique suggests that because B follows A A must cause B ndashRemember just because two events
or two sets of data are related does not necessarily mean that one caused the other to happen
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Emotional wordsbullWe associate those words and therefore those positive feelings with the product bullWords that leave us with positive feelings are used to describe a product person or idea
Loaded Words
Whitening Expressions Refreshing Vanilla MintGet a cool and inviting brushing experience with Crest Whitening Expressions Refreshing Vanilla Mint
Loaded WORDS
This billboard advertisement uses the word ldquoirresistiblerdquo to appeal to our emotions
The visual is also very appealing
For exampleWhat feelings are inspired by the words ldquotrue loverdquo If you wear this cologne will someone fall in love with you
True Love
Clipart-Microsoft Office XP 2002
The next two are types of logical fallaciesBAD LOGIC ndash an illogical message is not necessarily propagandistic it can be just a logical mistakeit is propaganda if logic is manipulated deliberately to promote a cause Example Senator X wants toregulate the power industry All Communist governments regulate their power industries Senator X is aCommunistUNWARRANTED EXTRAPOLATION ndash making huge predictions about the future on the basisof a few small facts Example If the US approves NAFTA thousands of jobs and factories will move toMexico
Propaganda Strategies
What is a Logical Fallacybull Logic correct or reliable
information method or reasoningbull Fallacy ldquoargumentrdquo in which the
premise given for the conclusion does not provide the needed degree of support
Logical FallaciesFalse Analogy
bull Drawing a conclusion from a series of premises
bull For example Religion is good Wars are fought over religion
bull Therefore religious wars are good
Logical FallaciesFalse Analogy
bull In this technique two things that may or may not really be similar are portrayed as being similar
bull When examining the comparison you must ask yourself how similar the items are
bull In most false analogies there is simply not enough evidence available to support the comparison
Logical FallaciesFalse Analogy
bull This technique suggests that because B follows A A must cause B ndashRemember just because two events
or two sets of data are related does not necessarily mean that one caused the other to happen
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Loaded Words
Whitening Expressions Refreshing Vanilla MintGet a cool and inviting brushing experience with Crest Whitening Expressions Refreshing Vanilla Mint
Loaded WORDS
This billboard advertisement uses the word ldquoirresistiblerdquo to appeal to our emotions
The visual is also very appealing
For exampleWhat feelings are inspired by the words ldquotrue loverdquo If you wear this cologne will someone fall in love with you
True Love
Clipart-Microsoft Office XP 2002
The next two are types of logical fallaciesBAD LOGIC ndash an illogical message is not necessarily propagandistic it can be just a logical mistakeit is propaganda if logic is manipulated deliberately to promote a cause Example Senator X wants toregulate the power industry All Communist governments regulate their power industries Senator X is aCommunistUNWARRANTED EXTRAPOLATION ndash making huge predictions about the future on the basisof a few small facts Example If the US approves NAFTA thousands of jobs and factories will move toMexico
Propaganda Strategies
What is a Logical Fallacybull Logic correct or reliable
information method or reasoningbull Fallacy ldquoargumentrdquo in which the
premise given for the conclusion does not provide the needed degree of support
Logical FallaciesFalse Analogy
bull Drawing a conclusion from a series of premises
bull For example Religion is good Wars are fought over religion
bull Therefore religious wars are good
Logical FallaciesFalse Analogy
bull In this technique two things that may or may not really be similar are portrayed as being similar
bull When examining the comparison you must ask yourself how similar the items are
bull In most false analogies there is simply not enough evidence available to support the comparison
Logical FallaciesFalse Analogy
bull This technique suggests that because B follows A A must cause B ndashRemember just because two events
or two sets of data are related does not necessarily mean that one caused the other to happen
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Loaded WORDS
This billboard advertisement uses the word ldquoirresistiblerdquo to appeal to our emotions
The visual is also very appealing
For exampleWhat feelings are inspired by the words ldquotrue loverdquo If you wear this cologne will someone fall in love with you
True Love
Clipart-Microsoft Office XP 2002
The next two are types of logical fallaciesBAD LOGIC ndash an illogical message is not necessarily propagandistic it can be just a logical mistakeit is propaganda if logic is manipulated deliberately to promote a cause Example Senator X wants toregulate the power industry All Communist governments regulate their power industries Senator X is aCommunistUNWARRANTED EXTRAPOLATION ndash making huge predictions about the future on the basisof a few small facts Example If the US approves NAFTA thousands of jobs and factories will move toMexico
Propaganda Strategies
What is a Logical Fallacybull Logic correct or reliable
information method or reasoningbull Fallacy ldquoargumentrdquo in which the
premise given for the conclusion does not provide the needed degree of support
Logical FallaciesFalse Analogy
bull Drawing a conclusion from a series of premises
bull For example Religion is good Wars are fought over religion
bull Therefore religious wars are good
Logical FallaciesFalse Analogy
bull In this technique two things that may or may not really be similar are portrayed as being similar
bull When examining the comparison you must ask yourself how similar the items are
bull In most false analogies there is simply not enough evidence available to support the comparison
Logical FallaciesFalse Analogy
bull This technique suggests that because B follows A A must cause B ndashRemember just because two events
or two sets of data are related does not necessarily mean that one caused the other to happen
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
For exampleWhat feelings are inspired by the words ldquotrue loverdquo If you wear this cologne will someone fall in love with you
True Love
Clipart-Microsoft Office XP 2002
The next two are types of logical fallaciesBAD LOGIC ndash an illogical message is not necessarily propagandistic it can be just a logical mistakeit is propaganda if logic is manipulated deliberately to promote a cause Example Senator X wants toregulate the power industry All Communist governments regulate their power industries Senator X is aCommunistUNWARRANTED EXTRAPOLATION ndash making huge predictions about the future on the basisof a few small facts Example If the US approves NAFTA thousands of jobs and factories will move toMexico
Propaganda Strategies
What is a Logical Fallacybull Logic correct or reliable
information method or reasoningbull Fallacy ldquoargumentrdquo in which the
premise given for the conclusion does not provide the needed degree of support
Logical FallaciesFalse Analogy
bull Drawing a conclusion from a series of premises
bull For example Religion is good Wars are fought over religion
bull Therefore religious wars are good
Logical FallaciesFalse Analogy
bull In this technique two things that may or may not really be similar are portrayed as being similar
bull When examining the comparison you must ask yourself how similar the items are
bull In most false analogies there is simply not enough evidence available to support the comparison
Logical FallaciesFalse Analogy
bull This technique suggests that because B follows A A must cause B ndashRemember just because two events
or two sets of data are related does not necessarily mean that one caused the other to happen
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
The next two are types of logical fallaciesBAD LOGIC ndash an illogical message is not necessarily propagandistic it can be just a logical mistakeit is propaganda if logic is manipulated deliberately to promote a cause Example Senator X wants toregulate the power industry All Communist governments regulate their power industries Senator X is aCommunistUNWARRANTED EXTRAPOLATION ndash making huge predictions about the future on the basisof a few small facts Example If the US approves NAFTA thousands of jobs and factories will move toMexico
Propaganda Strategies
What is a Logical Fallacybull Logic correct or reliable
information method or reasoningbull Fallacy ldquoargumentrdquo in which the
premise given for the conclusion does not provide the needed degree of support
Logical FallaciesFalse Analogy
bull Drawing a conclusion from a series of premises
bull For example Religion is good Wars are fought over religion
bull Therefore religious wars are good
Logical FallaciesFalse Analogy
bull In this technique two things that may or may not really be similar are portrayed as being similar
bull When examining the comparison you must ask yourself how similar the items are
bull In most false analogies there is simply not enough evidence available to support the comparison
Logical FallaciesFalse Analogy
bull This technique suggests that because B follows A A must cause B ndashRemember just because two events
or two sets of data are related does not necessarily mean that one caused the other to happen
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
What is a Logical Fallacybull Logic correct or reliable
information method or reasoningbull Fallacy ldquoargumentrdquo in which the
premise given for the conclusion does not provide the needed degree of support
Logical FallaciesFalse Analogy
bull Drawing a conclusion from a series of premises
bull For example Religion is good Wars are fought over religion
bull Therefore religious wars are good
Logical FallaciesFalse Analogy
bull In this technique two things that may or may not really be similar are portrayed as being similar
bull When examining the comparison you must ask yourself how similar the items are
bull In most false analogies there is simply not enough evidence available to support the comparison
Logical FallaciesFalse Analogy
bull This technique suggests that because B follows A A must cause B ndashRemember just because two events
or two sets of data are related does not necessarily mean that one caused the other to happen
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Logical FallaciesFalse Analogy
bull Drawing a conclusion from a series of premises
bull For example Religion is good Wars are fought over religion
bull Therefore religious wars are good
Logical FallaciesFalse Analogy
bull In this technique two things that may or may not really be similar are portrayed as being similar
bull When examining the comparison you must ask yourself how similar the items are
bull In most false analogies there is simply not enough evidence available to support the comparison
Logical FallaciesFalse Analogy
bull This technique suggests that because B follows A A must cause B ndashRemember just because two events
or two sets of data are related does not necessarily mean that one caused the other to happen
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Logical FallaciesFalse Analogy
bull In this technique two things that may or may not really be similar are portrayed as being similar
bull When examining the comparison you must ask yourself how similar the items are
bull In most false analogies there is simply not enough evidence available to support the comparison
Logical FallaciesFalse Analogy
bull This technique suggests that because B follows A A must cause B ndashRemember just because two events
or two sets of data are related does not necessarily mean that one caused the other to happen
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Logical FallaciesFalse Analogy
bull This technique suggests that because B follows A A must cause B ndashRemember just because two events
or two sets of data are related does not necessarily mean that one caused the other to happen
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Logical FallaciesFaulty AnalogybullFactual supporting details
are used though they do not support the conclusion It works like thisbullChristians believe in God bullMuslims believe in GodbullChristians are Muslims
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
More Logical Fallacy
bull Red herring something intended to divert attention from the real problem or matter at hand a misleading clue
We admit that this measure is popular But we also urge you to note that there are so many bond issues on this ballot that the whole thing is getting ridiculous
I think there is great merit in making the requirements stricter for the graduate students I recommend that you support it too After all we are in a budget crisis and we do not want our salaries affected
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Final Logical FallaciesFalse causality stating that even B was caused by
event A just because B happened after AExample Money makes people arrogant Not all people and not always just money
Overgeneralization forming a conclusion with too little evidence
Look for words such as ldquoall every and always Theyrsquore statements that are so general
that they oversimplify reality ignoring important details
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
For example
Does this mean that teachers need medication to keep their cool during the school day
More teachers recommend Calm-me to help them make it through the day
Clipart-Microsoft Office XP 2002
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Examples of Logical Fallacybull Ad hominem appealing to onersquos prejudices emotions or
special interests rather than onersquos intellect or reason attacking an opponentrsquos character rather than answering his argument
Bill I believe that abortion is morally wrong
Dave Of course you would say that youre a priest
Bill What about the arguments I gave to support my position
Dave Those dont count Like I said youre a priest so you have to say that abortion is wrong Further you are just a lackey to the Pope so I cant believe what you say
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
EuphemismsWhen propagandists use glittering generalities and name-calling symbols they are attempting to arouse their audience with vivid emotionally suggestive words
In certain situations however the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable
This is accomplished by using words that are bland and euphemistic
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Euphemisms
bull The use of words or statements that deter from the meaning to make it not as bad and more tasteful to the general public
bull The Nazis used the term resettlement to describe the mass murder of the Jews
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
An Example for Euphemism
Since war is particularly unpleasant military discourse is full of euphemisms
In the 1940s America changed the name of the War Department to the Department of Defense
Under the Reagan Administration the MX-Missile was renamed The Peacekeeperldquo
During war-time civilian casualties are referred to as collateral damage and the word liquidation is used as a synonym for murder
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Euphemisms
bull Collateral Damagebull Final Solutionbull Shell Shockbull Disassembly
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Snob Appealbull Aims to flatterbull Makes assumption insinuation that this productidea is
better than othershellipbull Thus those that use it are toobull ldquoAvant Garderdquo ahead of the times
The Ultimate driving machine
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Plain Folksbull Opposite of Snob Appealbull Identifies productidea with a locality or countrybull Practical product for ordinary people
Like a good neighborhellip
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Plain FolksBy using the plain-folks technique speakers attempt to convince their audience that they and their ideas are of the people
Examples Bill Clinton ate at McDonalds and confessed a fondness for
trashy spy novels George Bush Sr hated broccoli and loved to fish Ronald Reagan was often photographed chopping wood Jimmy Carter presented himself as a humble peanut farmer
from Georgia Sarah Palin likened herself to a ldquohockey momrdquo in order to
connect with average moms across the country
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Plain Folks
bull uses a folksy approach to convince us to support someone or something ndash These ads depict people with ordinary looks doing
ordinary activities
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Plain Folks
bull This technique has a person or cause being associated with regular people
bull Candidates who are just like you ndash they put their pants on one leg at a time too
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Plain-folks appeal
This idea product or person is associated with normal everyday people and activities
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
plain folks appeal
bull Based on the ldquocommon manrdquo ldquoperson on the streetrdquo or the ldquolittle guyrdquo
bull A politician calls himself a ldquopopulistrdquo or ldquoman of the peoplerdquo
ndash ldquoIn this time of change government must take the side of working familiesrdquo (George Bush address at the Republican National Convention Sept 3 2004
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
For Example We want a Jim Smith a mayor who supports the regular American worker
Vote for SmithClipart-Microsoft Office XP 2002
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Propaganda Techniques
5 Plain Folks Appeal ( ldquoof the peoplerdquo)
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Plain Folks
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Plain Folks
We are for Adolf Hitler
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Plain Folks
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Other Techniques Doublespeak
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Other Techniques Big Liebull An outrageous falsehoodbull Captures attention because itrsquos so outrageousbull Somehow staggers audience into believing it
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Other Techniques Scapegoat
bull A person carrying the blame for othersbull Retreats to prejudice rather than reasonbull Mostly used in the political arenabull Wins audience through association or sympathy
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Other Techniques
bull Misery - Appeals to pity or sympathy to gain support
bull Fancy Words - Use of elegant or technical sounding words to persuade and camouflage the truth
bull Word Magic - Uses emotional or catchy words to create a positive feeling and makes it easier to remember the product or idea
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Other Techniques Card Stacking
bull used to slant a message ndash Key words or unfavorable statistics may be
omitted in an ad or commercial leading to a series of half-truths
ndash Keep in mind that an advertiser is under no obligation to give the truth the whole truth and nothing but the truth
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Other Techniques
bull Black and White - Presents an issue as having only two choices If you donrsquot like one choice you must choose the other
bull Simplicity and Repetition - Keep it simple and say it often enough so people will remember it and believe it
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Black or White
bull used to polarize issues and negates all attempts to find a common groundndash You are either for something or against itndash This technique is also called black-and-white
thinking because only two choices are given there is no middle ground or shades of gray
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
How do we make sure that we are making informed choices
instead of allowing others to sway us in our decision-making
Clipart-Microsoft Office XP 2002
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
We make our own choices when hellipbullwe read and listen to reliable
sourcesbullwe watch for combinations of truths and liesbullwe check for hidden messagesbullwe watch for use of propaganda techniques
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
and most importantly
wwwscottishparliamentuk educationservice
WHEN WE LISTEN TO OUR OWN VOICES
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Document Analysis for Argument Persuasion or Propaganda
Purpose
bull What is the message that this document communicates What is the documentrsquos purpose
bull Why is it important for this message to be delivered to this audience at this moment in time
bull How does the document communicate its message Think about its use of language color space and symbols
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Document Questions when Analyzing a Propaganda Poster
Audience
bull Who is the audience for this document
bull What does the message suggest about the audiencersquos beliefs and values
bull How accurate are these beliefs about the audience
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Document Questions when Analyzing a Propaganda Poster
Document Author
bull Who wrote the message
bull What are the writerrsquos motives for creating this message How might the writer personally benefit from the audiencersquos acceptance of this message
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Document Questions when Analyzing a Propaganda Poster
Evidence Support and Outcomes
bull What facts and specific details does the document use Are the facts verifiable and believable
bull What emotions does the document use to communicate its message How is the audience likely to feel when they read this message
bull What ethical or moral values does the document use to communicate its message What relevant values are not supported by this message
bull What will happen if the audience accepts this message
bull What would happen if everyone in the world accepted this message
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Document Questions when Analyzing a Propaganda Poster
Overall Impression and Conclusions
bull What is the overall impression of this message Summarize the details that you have gathered in your analysis
bull How would you categorize this postermdashargument persuasion or propaganda Explain your choice
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Propaganda Poster Analysis from National Archives and Record Administration
1 What are the main colored used in the poster Why2 What symbols if any are used in the poster Why3 If a symbol is used is it clear and easy to interpret memorable
and dramatic Why4 Are the messages in the poster primarily visual verbal or both5 Who do you think is the intended audience for the poster Why6 What does the government hope the audience will do7 What government purpose (s) is served by the poster8 The most effective posters use symbols that are unusual simple
and direct Is this an effective poster Why or why not
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Examining Historical Propaganda from World War Two
bull For each poster identify what propaganda strategy was used and record it on the lesson plan
bull Be sure to provide the strategy and the evidence from the poster
bull Also identify the goal for each poster
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-
Creditsbull American Propaganda Posters courtesy of Northwestern
University Library (httpwwwlibrarynorthwesternedugovpubcollectionswwii-postersindexhtml)
bull German Propaganda Posters courtesy of German Propaganda Archive (httpwwwcalvineduacademiccasgpa)
bull Techniques courtesy of Bryan Ross West Hills High School
- Learning about Propaganda
- Propaganda Story Time
- Propaganda Story Time (2)
- Propaganda Story Time (3)
- Propaganda Story Time (4)
- Propaganda Story Time (5)
- Propaganda Story Time (6)
- Propaganda Definitions
- What is Propaganda
- Where do we see propaganda
- What is propaganda
- Propaganda Purpose
- Why are they used
- Importance of teaching students the techniques of propaganda
- What is a Propaganda Poster
- What are Propaganda Techniques
- Propaganda Includes
- Slide 18
- Slide 19
- Slide 20
- Slide 21
- Slide 22
- Slide 23
- Ten Commandments of Propaganda
- Ten Commandments of Propaganda (cont)
- Ten Commandments of Propaganda (cont) (2)
- Features of Propaganda
- Guarding Against Propaganda
- Propaganda Strategies
- Slogan
- Name-Calling
- Name - Calling
- Name calling
- Name-Calling (2)
- Slide 35
- More Name Calling
- Slide 37
- Propaganda Techniques
- Name-calling
- Name-calling (2)
- Name-Calling (3)
- Name-Calling (4)
- Glittering Generalities
- More Glittering Generalities
- Glittering Generalities
- Glittering Generalities (2)
- Glittering Generalities in Text
- Glittering Generalities in Media
- Slide 49
- A Little More for Glittering Generalities
- Glittering Generalities (3)
- Slide 52
- Propaganda Techniques (2)
- Glittering Generalities (4)
- Glittering Generalities (5)
- Propaganda Strategies (2)
- Transfer Positive feelingsdesires are connected to a productu
- Transfer
- Transfer
- Transfer (2)
- Transfer in Text
- Transfer in Media
- Transfer of Emotions
- Slide 64
- Transfer (3)
- Slide 66
- Transfer (4)
- Transfer (5)
- Transfer (6)
- Testimonial
- Testimonial
- Testimonial (2)
- Testimonial in Text
- Slide 74
- Slide 75
- Testimonial in Media
- Testimonial (3)
- Testimonial (4)
- Testimonial (5)
- Testimonial (6)
- Appeal to Authority
- Appeal to Authority (2)
- Bait and Switch
- Bait and Switch in Text
- Bait and Switch in Media
- Propaganda Strategies (3)
- Bandwagon
- Bandwagon
- Bandwagon (2)
- Slide 90
- Bandwagon in Media
- Slide 92
- Propaganda Techniques (3)
- Bandwagon (3)
- Bandwagon (4)
- Bandwagon (5)
- Fear
- Slide 98
- Fear
- Slide 100
- Fear (2)
- Slide 102
- Fear (3)
- Fear (4)
- Fear (5)
- Loaded WORDS
- Emotional Words
- Emotional Words in Text
- Emotional Words in Media
- Slide 110
- Loaded Words
- Loaded WORDS (2)
- Slide 113
- Propaganda Strategies (4)
- What is a Logical Fallacy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy
- Logical FallaciesFalse Analogy (2)
- Slide 119
- More Logical Fallacy
- Final Logical Fallacies
- Slide 122
- Examples of Logical Fallacy
- Euphemisms
- Euphemisms (2)
- An Example for Euphemism
- Euphemisms (3)
- Snob Appeal
- Plain Folks
- Plain Folks (2)
- Plain Folks
- Plain Folks (3)
- Slide 133
- plain folks appeal
- Slide 135
- Propaganda Techniques (4)
- Plain Folks (4)
- Plain Folks (5)
- Plain Folks (6)
- Other Techniques Doublespeak
- Other Techniques Big Lie
- Other Techniques Scapegoat
- Other Techniques
- Other Techniques Card Stacking
- Other Techniques (2)
- Black or White
- Slide 147
- Slide 148
- Slide 149
- Document Analysis for Argument Persuasion or Propaganda
- Document Questions when Analyzing a Propaganda Poster
- Document Questions when Analyzing a Propaganda Poster (2)
- Document Questions when Analyzing a Propaganda Poster (3)
- Document Questions when Analyzing a Propaganda Poster (4)
- Propaganda Poster Analysis from National Archives and Record Ad
- Examining Historical Propaganda from World War Two
- Slide 157
- Slide 158
- Slide 159
- Slide 160
- Slide 161
- Credits
-