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“Propaganda is communication aimed at influencing the attitude of a community
toward some cause or position.”
“Propaganda is the deliberate, systematic attempt to shape
perceptions, manipulate cognitions, and direct behavior to achieve a
response that furthers the desired intent of the
propagandist.”
Word Games
• Name Calling• Slogan• Ad Nauseam• Glittering Generalities• Euphemisms
Name Calling
The name-calling technique links a person, or and 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 involve bad names. For example, consider the following:• Commie• Pig• Yuppie• Bum• Terrorist
SloganA brief, striking phrase that may include labeling and stereotyping.
Although slogans may be enlisted to support reasoned ideas, in practice they tend to act only as emotional appeals.
Examples:
Ad Nauseam
The use of tireless repetition of an idea. An idea, especially a simple slogan, that is repeated enough times, may begin to be taken as the truth. This approach works best when media sources are limited and controlled by the propagator.
Glittering Generalities
Labels with positive connotations such as patriotic, beautiful, exciting, that are unsupported by facts.
Euphemism
Words or phrases used to pacify an audience in order to make an unpleasant reality more palatable.• “Between jobs” instead of
unemployed• “Vertically challenged” instead of
short
False Connections
• Transference• Black-and-White• Demonizing the Enemy• Euphoria• Testimonial• Disinformation
Transference
The propagandist links the authority or prestige of something well-respected and revered, such as church or nation, to something he would have us accept.Example:
Black-and-White
Presenting only two choices, with the product or idea being propagated as the better choice.
Example:“You are either with us, or you are with the enemy.”
Demonizing the Enemy
Making individuals from the opposing nation, from a different ethnic group, or those who support the opposing viewpoint appear to be subhuman.
Example: WWII Poster
Euphoria
The use of an even that generates euphoria or happiness, or using an appealing event to boost morale.
Euphoria can be create by declaring a holiday, making luxury items available, or mounting a military parade with marching bands and patriotic messages.
Testimonial
An endorsement by a famous person, an authority, or an “expert” who have no valid qualifications for endorsing the promoted ideas or products. Example:
Disinformation
The creation or deletion of information from public records.
Making a false record of an event or the actions of a person or organization, including outright forgery of photographs, motion pictures, broadcasts, and sound recordings as well as printed documents.
Special Appeals
• Common Man/Plain Folks• Bandwagon• Appeal to Fear• Snob Appeal
Common Man/Plain FolksImplies that “the people who used this product are just like you”ORThe use of the language of the intended audience. Examples:
Bandwagon
Implies that “everyone else is doing it.”
Appeal to FearSeeks to build support by instilling anxieties and panic in the general population.Example:
Snob Appeal
The implication that only the richest, smartest, most beautiful, or most important people are doing it.
Which propaganda techniques are used to convince the target audience?
Use your notes to help you decide!
1. Elmo and Flu
2. G.I. Joe PSA
3. This is your brain on drugsOld
Updated
4. Kid Rock music video
5. Air Force