Intro to Propaganda: The Media's Persuasive Tactics

1. EVERYONE HAS AN AGENDA… Intro. to Propaganda: The Media’s Persuasive Tactics

2. Propaganda • Definition: information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.

3. Types of Propaganda - Bandwagon - Repetition - Testimonial - Analogy - Plain Folks - Understatement - Transfer - Overstatement • Fear - Rhetorical Question - Name-calling - Glittering Generalities • Euphemisms - Anecdotes • Connotative Language

4. Bandwagon • Conveys the idea that “everyone is doing it/using it/supporting it, and you should, too!” • Why does it work? • Appeals to the conformist in us • No one wants to be left out of the “popular” trend

5. Examples • 4 out of 5 people say Orbit is the best gum. • McDonald’s “billions served” • "Planters Cashews"

6. Testimonial • TV and movie stars, musicians, athletes, famous people who promote products or endorse candidates • Why does it work? • Generates more interest and causes millions more people to support cause or buy product • Michael Jackson: Pepsi

7. Plain Folks • Product or cause is identified with the “common people” from everyday walks of life • Tries to make candidate/product appear all-American and grassroots • Why does it work? • FreeCreditReport.com • "Managing Minutes"

8. Transfer • The use of symbols, quotes, or images to convey a message not necessarily associated with the product/candidate/idea • Religious and patriotic messages are commonly used • Why does it work?

9. Examples • A “doctor” in a white lab coat discusses a heart drug with his “interns”—all actors • An American flag waves behind a presidential candidate in a campaign ad • Old Spice • Snickers commercial

10. Fear • Present a dreaded or undesirable circumstance • Follow it up with a suggested behavior that is needed to avoid the horrible event • Why does it work?

11. Examples • Only Lysol can kill 99.9% of bacteria and keep your children from getting sick. • Worst case: “Group X is causing the problems in our country.” • "Protect Your Family” • Citibank ID theft • Teen Driving

12. Glittering Generalities • Using positive, often emotionally charged words to describe an idea/product/candidate • The words often describe a generally accepted virtue • Why does it work?

13. Example • “Olay Face Lotion is an inexpensive way to help you keep that youthful glow so you can show your inner beauty.” • “Joe Smith fights for family values and is a great American!” • Wrinkle Cream

14. Name-Calling • Opposite of glittering generalities • This techniques ties a person/idea/product to a negative image • Can be directly stated or implied • Why does it work?

15. Example • Kia Soul • Subway • Words with negative connotations: • Tree Hugger • Bum • Terrorist

16. Repetition • Repeating words or phrases for emphasis or effect Example: • “Sunday, Sunday, Sunday…Power Nissan is having the best sale ever!” • Head On • L’Oreal Infallible Lip Color • “Be a Pepper”

17. Analogy • Using comparisons for emphasis • Example: Missing a deal like this would be like losing a winning lottery ticket! • Geico

18. Understatement • Representing something as less important than it really is Examples: • The hurricane was a little windy. • We’ve only lost a few thousand people in Iraq. • “Tiny”

19. Overstatement • Generalizations that cannot be backed up by facts • Makes something seem better or more important than it really is Examples: • “This is the best sale you’ll ever see” • “Honda Odyssey”

20. Rhetorical Questions • Asking a question that doesn’t require an answer • Reader has no choice but to agree Examples: • “Do you really want four more years of poverty?” • Old Spice #2

21. Loaded Words (Connotative Language) • Using words that carry a positive or negative emotional impact • Jenny Craig • Examples: • Beautiful - Unpatriotic • Young - Fat • Protect - Bankrupting

22. Anecdotes • Short, personal stories used to illustrate why a certain viewpoint is correct and should be supported Examples: • A mother in support of a proposal for stronger DUI laws telling the story of her child being killed by a drunk driver. • “Mr. Obama” • Life Call

23. Euphemisms • Definition: substituting mild, indirect, or vague expressions for offensive, harsh, or blunt ones. • The opposite of “name-calling” • Examples: • thrifty vs. stingy • trim vs. skinny • brilliant vs. geeky • experienced vs. old • A Gift?

24. Where do we find propaganda? • Advertising • News releases from government • Political campaigning • Anywhere else?

25. What type is it? Glittering Generalities “Have a lawn that makes you proud.” “Get the biggest and best for your money.” “…stronger, brighter.”

26. What type is it? Bandwagon “Be like all the others in your neighborhood and roller skate under the stars…” “Join the younger generation, vote for…”

27. What type is it? Name-Calling “I don’t want those big-mouthed kids in the library.” “Our downfall began under the other party.” “Your money problems are caused by that party.”

28. What type is it? Testimonial “I’m Adam Levine and I don’t trust my skin with anything but Proactiv.” “Use Gold Bond Medicated Foot Powder” --Shaq

29. What type is it? Anecdote “I lost 50 pounds on Weight Watchers.” “A year ago, I found myself sitting at home on weekends all alone with my cat, Fluffy. But now that I’ve joined Events and Adventures, my weekends are full of exciting activities.