Shaping or Swaying Public Opinion

Seven Methods

Name Calling This method is designed to make

the audience reject an idea, person or product without analysis.

Ex: If a candidate is “ultraconservative, ultraliberal, flaky or a big spender” why bother to consider their qualifications seriously? If abortion is “murder” who can support its legalization?

Glittering generality

The opposite of name calling. An idea or product is associated with a general, ambiguous, but extremely popular concept or belief. If a war represents the defense of democracy and freedom, who can oppose it.

Transfer or AssociationAssociate an idea or product with

something else that is widely respected, admired, or desired. Very attractive people are often used to sell products. Presidents give speeches with the U.S. flag prominently displayed or the White House will be displayed behind them.

Testimonial

Having a famous or well respected person endorse or oppose some idea or product. Top athletes tell us to use certain shoes or shaving products. Famous politicians travel to various towns to urge people to vote for obscure candidates. Actor’s hawk various products of all kinds.

Plain Folks Identifying with the average person.

While president, Jimmy Carter made sure people saw him playing softball and going fishing. He frequently presented himself as a mere peanut farmer, not much different from an average-income person even though he was a wealthy man. We often see the current president out on the ranch.

                               

Card Stacking

One fact or falsehood supporting a point of view is piled on top of another. Commercials don’t tell us both the strengths and weaknesses of a product or a candidate. Instead, we read or see only the good points.

                                                   

         

BandwagonCreating the impression that everyone

is using a product or supporting an idea or person. Thus, pressure to conform to a real or illusory norm is created.