Power of Propaganda

Propaganda Techniques

Refers to any technique used to influence the action and beliefs of large numbers of people

May be written, as in newspaper advertisements or political posters, or spoken, as in political speeches and commercials

Tends to appeal to emotions rather than logic

Name-calling

Uses words like “terrorist” or “extremist” which have a negative charge

Associating these words with a common enemy quickly unites the audience against the enemy.

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Glittering Generalities

Refers to vague goals and common interests that everyone would seem to share such as “patriotism,” “values,” “freedom” and “peace”

These words are used to lower our suspicions about the speaker’s motives

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Transfer

A speaker uses a device to lend power to the idea being presented

For example, using a “doctor” in an advertisement makes it seem as though the product is sanctioned by the medical profession

The transfer device can utilize almost anything-religion, science, education etc., but often takes these ideas out of context in favor of an argument

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Testimonial

Utilizing the testimony of well-known and respected personalities, but often in such a way that the personality has little relevance to the subject being presented

An example would be a Hollywood celebrity endorsing a Presidential candidate

The more respected the celebrity, the less likely we are to see through this particular device

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Plain folks

A speaker, in order to relate to his or her audience, tries to convince the audience that he or she is “of the people.”

By being seen as a regular citizen, a speaker’s message is more likely to be accepted at face value and without question

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Bandwagon “Everyone is doing it” Appeal largely drawn on by advertisers for

many products The appeal comes from not wanting to be left

out, especially when “everybody” that we know is “doing it” and buying into the argument

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Fear

A speaker focuses on the negative and the worst case scenario in order to frighten the audience into some action

For example, the repeated message that “terrorists will strike again” unless we do something about it immediately

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Slogans and JinglesShort catchy phrases that are easy to

remember, stick in our memoryJingles with catchy lyrics and tunes,

play over and over in our heads and basically give the products free “airtime”

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RepetitionAdvertisers and politicians know that if

they repeat their messages again and again, you will learn to recognize their products and candidates

The more often you hear something, the more likely you are to believe it

Familiarity contributes to a favorable attitude

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Subvertisements “Reverse” ads that raise awareness of

how some companies manipulate us unethically

Anti-

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Facts and FiguresUsing tests, statistics or information that

sounds “scientific” to prove that one product or person is better than another

Example: “Four out of five dentists recommend this toothpaste.”