Decoding Propaganda: Understanding Persuasive Techniques | Illuminating Manipulation in Media

1. Propaganda Techniques Part I

2. What is PROPAGANDA? Propaganda is made up of various different kinds of persuasive techniques that encourage people to act based on their emotions alone, instead of using solid reasoning. We see propagandaeverywhere—in virtually every aspect of our lives—it influences such things as how we spend our money and what politicians we elect into office. Advertisements are the most concentrated form of propaganda.

3. Why are we learning about this in English class? You will become a smarter consumer if you understand the different techniques being used to persuade you to buy something or someone!

4. Bandwagon Effect • The use of the “Bandwagon” technique implies to the audience that it should do/think/feel something since everyone else is doing it. • The effect is meant to be that the audience will be “left out” if it does not do/think/feel as others do.

5. Bandwagon Effect in Text • STATEMENT: “Fifty million people have signed the petition, and fifty million people can’t be wrong.” • EXPLANATION: The attempt here is to get the audience to join a large number of people in its belief. • WHY IT IS PROPAGANDA: While the people MAY be right, it is in fact very possible for 50 million people to be wrong.

6. Bandwagon in Media • STATEMENT: “More people are smoking Camels than ever before.” • PROPAGANDA: The attempt is to make the audience want to join a large number of people.

7. Transfer • TRANSFER is an attempt to make the audience view a certain item in the same way as it views another item, to link the two in the audience’s mind. • Political logos do this frequently; they link patriotic images (like flags) together with a candidate.

8. Transfer in Text • STATEMENT: “All across the rich, green fields, the towering purple mountains, Americans are discovering Smel-Free Deodorant.” • EXPLANATION: The attempt here is to get the audience to consume a certain product because a positive image is associated with the product. • WHY IT IS PROPAGANDA: While the product may or may not be high quality, there is nothing regarding quality established by its connection to a positive image.

9. Transfer in Media • STATEMENT: Santa says, “Coke Time.” • PROPAGANDA: The audience is meant to transfer its positive feelings about Santa into positive feelings about consuming Coke, though the two are in no way related.

10. Testimonial • Testimonials are quotations or endorsements, in or out of context, which attempt to connect a famous or respectable person with a product or item. • The effect is meant to be that the audience will desire to be more like the celebrity by doing as the celebrity has done.

11. Testimonial in Text • STATEMENT: “Kobe Bryant only drinks Coke.” • EXPLANATION: The attempt here is to get the audience to consume a certain product because a celebrity uses the product. • WHY IT IS PROPAGANDA: While the product may or may not be high quality, there is nothing regarding quality established by the statement that a celebrity consumes it.

12. Testimonial in Media • STATEMENT: “I choose milk.” • PROPAGANDA: Taylor Swift’s choice to drink milk is meant to make the audience members believe milk will help them be beautiful and glamorous as well.

13. Bait and Switch • This technique transfers the readers’ attention from an exciting idea to a less exciting idea. • This technique is in some cases against the law.

14. Bait and Switch in Text • STATEMENT: “Imagine having more money than you could ever spend! Imagine being rich, famous, and attractive! Dove soap is the first step. • EXPLANATION: The attempt here is to get the audience excited (money, fame, & beauty), and then to switch to something not remotely exciting (soap). • WHY IT IS PROPAGANDA: While the product may or may not be high quality, there is nothing about soap that will lead to money or fame.

15. Bait and Switch in Media • IMAGE: Lipstick marks, pictures of girls, phone numbers, and deodorant. • PROPAGANDA: The audience is meant to be lured in by images suggesting a man’s attractiveness to women; attention at the bottom of the add is then switched to deodorant. A link is suggested where none actually exists.

17. Glittering Generalities • Glittering generalitiesare words that are patriotic, attractive, or catchy but don’t really say anything: honor, glory, love of country, and freedom. • When examined closely, these words have little meaning and little relationship to what they advertise.

18. Glittering Generalities in Text • STATEMENT: “We are at a crossroads for human destiny! We must chose a true leader for our city.” • EXPLANATION: The attempt here is to get the audience emotionally connected to the subject through use of words such as “destiny” and “leader.” • WHY IT IS PROPAGANDA: The candidate may or may not be a good leader. The text provides no evidence to suggest actual positive qualities.

19. Words…words…words

20. Glittering Generalities in Media • STATEMENT: “Change We Can Believe In.” • PROPAGANDA: The audience is meant to be lured in by the promise of “change.” The idea is catchy and attractive, but without substance or evidence.

21. Glittering Generalities in Media • IMAGE: President Obama; the word HOPE; red, white, & blue colors; the flag (that’s transfer, btw…) • PROPAGANDA: The audience is meant to associate President Obama with “hope”, a word with a positive connotation, but no specifics are provided-what should we hope for?

22. Emotional Words(Loaded Words) • The use of emotional words is meant to stir the audience’s emotions, making little or no use of facts. • Words such as love, adore, hate, care, and/orsupportmay be used to attach the audience’s emotions to a product or idea.

23. Emotional Words in Text • STATEMENT: “If you love your dog, you’ll buy him Eukanuba.” • EXPLANATION: The attempt here is to get the audience to attach the emotion of love to a product. • WHY IT IS PROPAGANDA: The true love one may feel for a dog has no actual relationship to the purchase of dog food.

24. Emotional Words in Media • STATEMENT: “Don’t let your loved ones mourn for you!” • PROPAGANDA: The audience is meant to connect its positive emotions for loved ones to the idea of surrendering to the enemy in order to spare its loved ones pain. From a leaflet distributed by the North Korean army, encouraging American soldiers to surrender

25. Repetition • The writer sells an item or an idea by using a certain word again and again until it is associated with the item or idea.

26. Repetitive Words in Text • STATEMENT: “The senator’s cheapskate tie, cheapskate jacket, and cheapskate shoes should tell you what kind of cheapskate politics he’s practicing.” • EXPLANATION: The attempt here is to get the audience to attach the negative idea of being a cheapskate to the senator. • WHY IT IS PROPAGANDA: The word “cheapskate,” which has a negative connotation, might have no actual connection to the senator.

28. Let’s identify some of these propaganda techniques in commercials! • On your handout is listed thefirst 7 techniques are listed. View the commercials. • Determine what propaganda technique (or techniques) have been used for each commercial. • Make a checkmark in the box that identifies the technique/s used.

29. Which propaganda technique is this?

30. Testimonial!

31. Can you figure this one out?

32. Bandwagon

33. What technique is this one? coca cola ad

34. Glittering Generalities • What does it mean to “Open Happiness” anyway? • (Don’t know, but don’t you WANT to?)

35. Which propaganda technique is this?

36. Emotional Words

37. This one is a two-fer!(Listen carefully to the lyrics!)

38. Repetition and Testimonial

39. What is this technique?

40. Bait & Switch

41. Can you figure this one out?

42. Transfer

43. Can you identify this one? http://www.youtube.com/watch?v=Op3uz24dqXw

44. REPETITION!

45. Now you practice! Follow the directions on the worksheet your teacher gives you!