Propaganda

A Closer Look at the Depths of Persuasion

What is propaganda? Webster’s definition:

“… the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause, or a person”

The Goal of Propaganda The goal of propaganda is

to get you to accept a point of view or take some action.

Characteristics of Propaganda

Facts are distorted or misrepresented

Opinions are disguised Appeals to people’s emotions

by using emotional language, stereotypes, and/or exaggerations

Types of Propaganda Glittering Generalities

Words or phrases most people associate with virtue and goodness that are used to trick people into feeling positively about a subject

Examples of common words: democracy, values, family, moral, motherhood, education

“This law will make the country more safe for democracy.”

Glittering Generalities

Glittering Generalities

Types of Propaganda Bandwagon Appeal

The idea that “everyone else is doing it, and so should you!”

Makes people feel inferior if they do not conform

“Get on board!” “Don’t be left out!” “Everybody loves…”

Bandwagon

Types of Propaganda Plain Folks Appeal

Speaker attempts to convince their audience that they, and their ideas, are “of the people”

Used by advertisers and politicians

Purpose is to attract the majority Example: Clinton and McDonald’s

Plain Folks

Types of Propaganda Repetition

Bombards an audience with a message

Based on the stimulus-response learning theory

Repetition

Types of Propaganda Fear Appeal

Propagandist warns members of audience that disaster will result if they do not follow a particular course of action

Propagandist plays on fears in order to redirect attention away from the particular proposal and toward steps that can help to reduce the fear

Fear

Types of Propaganda Testimonial

A statement, usually given by a famous person or someone with firsthand experience, that supports a product, candidate, or policy

Suggests that a famous person’s opinions must be right or that a product must be excellent if a famous person endorses it

Testimonial

Testimonial

Types of Propaganda Snob Appeal

Stresses the “uniqueness” of an idea or product in order to make the product more attractive to a particular group of people

“Sophisticated Shampoo for Sophisticated Women”

Snob Appeal

Types of Propaganda Name calling

Links a person to a negative image or symbol

Propagandist hopes audience will reject the idea/product based on their association of it with a negative image instead of looking at the available evidence

This is the opposite of Glittering Generalities

Name Calling

Types of Propaganda Cardstacking

Only the good points (or the bad points of a competitor) are given

By showing you all the positives (or all the negatives), you are expected to agree with the propagandist

Types of Propaganda Transfer

The propagandist attempts to carry over the authority or prestige of something we respect or revere to something they would have us accept.

Symbols are often used Advertising uses this frequently

Transfer

Types of Propaganda Scientific Slanting

Also called “Facts and Figures” Uses phrases such as “Doctors

recommend…” or “Most doctors prefer…”

Scientific slanting

Types of Propaganda Word magic

Naming a product or idea in such a way as to make it sound exciting!

At the same time the competing products/ideas are presented as not as good

“Oil of Olay” vs. “plain lotion”

Types of Propaganda Direct Order

Oldest and simplest way of advertising

The product or idea is shown and people are told to use it or agree to it

“Buy U.S. Savings Bonds”

Questions?

Practicing Propaganda Analysis

In your group, read/review the examples of propaganda I have given you.

Then, discuss and decide as a group what types of propaganda you see in your example.

On a sheet of notebook paper, provide examples from the text supporting your answer.