Power of Propaganda

1. Power of Propaganda

2. 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

3. 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. 1984 racism ghost Political campaign killer

4. 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 Political / families coke Marlboro Macanudo

5. 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 camel Lucky strikes

6. 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 Osbournes Michael Jordan

7. 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 Perrier Viagra

8. 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 Dr. Pepper conformity Victory waits Rosie The Riveteer

9. 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 mouthwash Drunk driving seatbelt hitler pregnancy Childbirth

10. Slogans and Jingles • Short catchy phrases that are easy to remember, stick in our memory • Jingles with catchy lyrics and tunes, play over and over in our heads and basically give the products free “airtime” Got Milk? Got Milk?

11. Repetition • Advertisers 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 Aflec 1-800- collect

12. Subvertisements • “Reverse” ads that raise awareness of how some companies manipulate us unethically Big Mac Calvin Nike Obsession Phillip Morris Anti- smoking cowboy deadhorse nightclub Absolut

13. Facts and Figures • Using 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.”