“Propaganda is communication aimed at influencing the attitude of a community

toward some cause or position.”

“Propaganda is the deliberate, systematic attempt to shape

perceptions, manipulate cognitions, and direct behavior to achieve a

response that furthers the desired intent of the

propagandist.”

Word Games

• Name Calling• Slogan• Ad Nauseam• Glittering Generalities• Euphemisms

Name Calling

The name-calling technique links a person, or and idea, to a negative symbol.

The propagandist who uses this technique hopes that the audience will reject the person or the idea on the basis of the negative symbol, instead of looking at the available evidence.

The most obvious type of name calling involve bad names. For example, consider the following:• Commie• Pig• Yuppie• Bum• Terrorist

SloganA brief, striking phrase that may include labeling and stereotyping.

Although slogans may be enlisted to support reasoned ideas, in practice they tend to act only as emotional appeals.

Examples:

Ad Nauseam

The use of tireless repetition of an idea. An idea, especially a simple slogan, that is repeated enough times, may begin to be taken as the truth. This approach works best when media sources are limited and controlled by the propagator.

Glittering Generalities

Labels with positive connotations such as patriotic, beautiful, exciting, that are unsupported by facts.

Euphemism

Words or phrases used to pacify an audience in order to make an unpleasant reality more palatable.• “Between jobs” instead of

unemployed• “Vertically challenged” instead of

short

False Connections

• Transference• Black-and-White• Demonizing the Enemy• Euphoria• Testimonial• Disinformation

Transference

The propagandist links the authority or prestige of something well-respected and revered, such as church or nation, to something he would have us accept.Example:

Black-and-White

Presenting only two choices, with the product or idea being propagated as the better choice.

Example:“You are either with us, or you are with the enemy.”

Demonizing the Enemy

Making individuals from the opposing nation, from a different ethnic group, or those who support the opposing viewpoint appear to be subhuman.

Example: WWII Poster

Euphoria

The use of an even that generates euphoria or happiness, or using an appealing event to boost morale.

Euphoria can be create by declaring a holiday, making luxury items available, or mounting a military parade with marching bands and patriotic messages.

Testimonial

An endorsement by a famous person, an authority, or an “expert” who have no valid qualifications for endorsing the promoted ideas or products. Example:

Disinformation

The creation or deletion of information from public records.

Making a false record of an event or the actions of a person or organization, including outright forgery of photographs, motion pictures, broadcasts, and sound recordings as well as printed documents.

Special Appeals

• Common Man/Plain Folks• Bandwagon• Appeal to Fear• Snob Appeal

Common Man/Plain FolksImplies that “the people who used this product are just like you”ORThe use of the language of the intended audience. Examples:

Bandwagon

Implies that “everyone else is doing it.”

Appeal to FearSeeks to build support by instilling anxieties and panic in the general population.Example:

Snob Appeal

The implication that only the richest, smartest, most beautiful, or most important people are doing it.

Which propaganda techniques are used to convince the target audience?

Use your notes to help you decide!

1. Elmo and Flu

2. G.I. Joe PSA

3. This is your brain on drugsOld

Updated

4. Kid Rock music video

5. Air Force