Download Propaganda

EVERYONE HAS
AN AGENDA…
Intro. to
Propaganda:
The Media’s
Persuasive Tactics
Propaganda
 Definition: information, ideas,
or rumors deliberately spread
widely to help or harm a
person, group, movement,
institution, nation, etc.
Types of Propaganda
- Bandwagon
- Repetition
- Testimonial
- Analogy
- Plain Folks
- Understatement
- Transfer
- Overstatement
- Fear
- Rhetorical Question
- Name-calling
- Glittering Generalities
- Euphemisms
- Anecdotes
- Connotative Language
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
Examples
 4 out of 5 people say Orbit is the
best gum.
 McDonald’s “billions served”
 "Planters Cashews"
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
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"
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?
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
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?
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
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?
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
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?
Example
 Kia Soul
 Subway
 Words with negative connotations:
– Tree Hugger
– Bum
– Terrorist
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”
Analogy
 Using comparisons for emphasis
 Example: Missing a deal like this would
be like losing a winning lottery ticket!
 Geico
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”
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”
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
Loaded Words
(Connotative Language)
 Using words that carry a positive or
negative emotional impact
 Jenny Craig
 Examples:
– Beautiful
– Young
– Protect
- Unpatriotic
- Fat
- Bankrupting
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
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?
Where do we find propaganda?
 Advertising
 News releases from government
 Political campaigning
 Anywhere else?
What type is it?
“Have a lawn that makes you proud.”
“Get the biggest and best for your money.”
“…stronger, brighter.”
Glittering Generalities
What type is it?
“Be like all the others in your neighborhood
and roller skate under the stars…”
“Join the younger generation, vote for…”
Bandwagon
What type is it?
“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.”
Name-Calling
What type is it?
“I’m Adam Levine and I don’t trust my skin
with anything but Proactiv.”
“Use Gold Bond Medicated Foot Powder”
--Shaq
Testimonial
What type is it?
“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.
Anecdote