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Propaganda Types of Propaganda
What is Propaganda? • An extreme form of persuasion intended to prejudice and incite the reader or listener to action either for or against a particular cause opposition, usually by means of a one-sidedargument or an appeal to the emotions. Authors provide only those facts or opinions that support their points of view.
TWO TYPES OF PROPAGANDA • Revealed Propaganda • advertisements in magazines • advertisements in newspapers • Concealed Propaganda • • product placements in T.V. shows and movies
BANDWAGON • an appeal to others to join the crowd in order to be on the winning side (for example, Four out of five doctors recommend… .)
TESTIMONIAL • the use of a quotation or endorsement, in or out of context, that attempts to connect a famous or respectable person with a product or item (for example, Tiger Woods, a famous golfer, endorsing a particular kind of cereal promoting the product as part of a balanced breakfast)
Testimonial Examples Statement endorsing an idea/product by a prominent person. Product can be inside or outside particular field. Musical artists, sports giants, actors/actresses
NAME-CALLING • the use of derogatory language or words that carry a negative connotation (for example, calling a policeman a pig) • A way of smearing an opponent • Intent is to damage opponent • It also arouses suspicion of opponent • Intention is to create an uneasy feeling • Used by politicians and product companies
TRANSFER • projecting positive or negative qualities of a person, entity, object, or value to another to make the second more acceptable or to discredit it (For example, using an American flag as a backdrop for a political event implies that the event is patriotic and good for the United States.)
TRANSFER TRANSFER Positive feelings/desires are connected to a product/user. Transfers positive feelings we have of something we know to something we don’t. This technique relies heavily on symbolism. *Love/ Popularity *Fame *Wealth *Power During the Kerry vs. Bush campaign an e-mail through the internet showed similar physical characteristics between John Kerry and Frankenstein
These are examples of transfer because…. Good feelings, looks, or ideas transferred to the person for whom the product is intended.
PLAIN FOLKS • Identifies product/idea with a locality or country • Practical product for ordinary people. • Attempting to convince the public that one’s views reflect those of the common person (for example, using the accent or dialect of a specific audience)
GLITTERING GENERALITIES • Emotionally appealing words that are applied to a product or idea, but that present no concrete argument or analysis (for example, a person who is asked to do something “in defense of democracy” is more likely to agree to do that something)
GLITTERING GENERALITIES Connotation implied to create “positive” impact. Statement jumps from a few cases to all. “Glittering” because it’s falsely attractive Often used by politicians Uses a “positive” connotation to encourage audiences to accept the product or person without examining the evidence. Have it your way! This slogan implies “choice” which is a founding principle of democracy.
Glittering generalities are fluffy and insubstantial. • They sound great. They make you feel good. They mean different things to different people. But in the end they’re meaningless — the source of the generalities does not elaborate or otherwise form a logical, meaningful argument. In fact, to someone thinking logically, the generalities themselves will lead to many unanswered questions.
Things go better with Coke,” while sounding warm and fuzzy, is not a substantial claim, and it leads to the questions “What things go better?” and “How does drinking Coca-Cola make things go better, anyway?”
Glittering generalities are a form of propaganda that elicit strong emotional responses through the use of vague and hollow, though perceptually meaningful, words and phrases.
AHH! I CAN’T SEE! GLITTERINGGENERALITIES BLLINDED ME! • A glittering generality can also act like a shield that protects the source from having to commit to anything certain. Like the sort of fluff you might throw into a high school or college research paper the morning it’s due. Words and sentences that sound good but don’t mean anything, that don’t add to your argument, but rather work to “pull the wool” over your readers’ eyes.
Snob Appeal • A play on our desire for fancy things and the "good life". Jewelry, expensive cars, perfumes, designer clothing and accessories are often marketed using snob appeal. The best people (rich, celebrity) know and use this product. If you want to be rich or appear rich, you should use this product too.
Snob Appeal Aims to flatter Makes assumption/ insinuation that this product/idea is better than others… Thus, those that use it are too. “AvantGarde” ahead of the times. The Ultimate driving machine
