Propaganda

1
Propaganda

• Techniques used to influence opinions, emotions,
  attitudes or behavior.
• The purpose is to benefit the sponsor.
• It appeals to the emotions not the intellect.
• It can be negative or positive.
• The purpose is to persuade.

2
Characteristics of Propaganda

• In advertising the purpose is to claim
  superiority in order to sell product.
• Weasel Words - modifiers that look substantial
  but are meaningless.
• Makes audience believe in something or want to do
  something.

3
Recognizing Propaganda Techniques

• Bandwagon
• Testimonial
• Plain Folks
• Patriotism
• Glittering Generalization
• Transfer
• Name-Calling

4
Bandwagon

• persuasive technique that invites you to join
  the crowd.
• Everybodys doing it!
• Often uses weasel words

Everyone in Auburn is supporting Bob Riley.
Shouldnt you be part of the winning team?
5
Testimonial

• Statement endorsing an idea/product by a
  prominent person.
• Product does not have to be related to stars
  field.
• Commonly uses musical artists, sports giants,
  actors/actresses

6
Plain Folks

• Identifies product/idea with a locality or
  country
• Practical product for ordinary people.

Like a good neighbor
7
Patriotism

• Purchase will display love of country.
• Person will financially help the country.

built American tough
8
Glittering Generalization

• Connotation implied to create positive impact.
• Statement jumps from a few cases to all.
• Glittering because its falsely attractive
• Often used by politicians
• Uses a positive connotation to encourage
  audiences to accept the product or person without
  examining the evidence.

Have it your way!
This slogan implies choice which is a founding
principle of democracy.
9
TransferPositive/negative feelings/desires are
connected to a product/user. Transfers
positive/negative feelings we have of something
we know to something we dont.This technique
relies heavily on symbolism.

• Love/ Popularity Fame
  Wealth Power

During the Kerry vs. Bush campaign an e-mail
through the internet showed similar physical
characteristics between John Kerry and
Frankenstein.
10
Name - Calling

• A way of smearing an opponent
• Intent is to damage opponent
• It also arouses suspicion of opponent
• Intention is to create a seed of doubt
• Used by politicians and product companies

In a campaign speech to a logging company, the
Congressman referred to his environmentally
conscious opponent as a "tree hugger."
11
Snob Appeal

• Aims to flatter
• Makes assumption/ insinuation that this
  product/idea is better than others
• Thus, those that use it are too.
• Avant Garde ahead of the times.

The Ultimate driving machine
12
Evidence Claims

• Facts and Figures statistics to prove
  superiority.
• Magic Ingredients suggests some miraculous
  discovery makes product exceptionally effective.
• Hidden Fears suggests that user is safe from
  some danger.

13
Slogan

• A catchword or phrase loaded with emotion
• Often sells through repetition
• Clever and easy to remember
• Stays with you a long time
• Often a melody you already know

Trust Sleepys For the rest Of your life
14
Big Lie

• An outrageous falsehood
• Captures attention because its so outrageous
• Somehow staggers audience into believing it