information, ideas, opinions, or images, often only giving onepart of

an argument, that are broadcast, published, or in some other

way spread with the intention of influencing people's opinions:
political/wartime propaganda
At school we were fed communist/right-wing propaganda.
One official dismissed the ceasefire as a mere propaganda exercise.

1. Glittering Generalities

Words of praise for product or person; nice words like goodness or patriotism

 Who is the target audience? What evidence suggests this?

 What word(s) identifies this advertisement as an example of Glittering
Generalities?
 How does the layout of the advertisement emphasize the propaganda technique?
 How do the font styles, colors, subtext, background colors, props and
photography techniques emphasize the propaganda technique?
 Is this advertisement effective? Why? Why not?
 What other observations do you have about the way the Glittering Generalities
technique is used in this advertisement?

2. Name Calling

Trash-talking another product or person

 Who is the target audience? What evidence suggests this?

 What is the fight?
 No language is used, but what in the illustration shows rivalry?
 Examine the objects in the illustration. What other observations do you have that
indicate this as an example of Name Calling propaganda?
 Would language enhance this advertisement? Why? Why not? If so, what words
would you add to show Name Calling propaganda?
 What other observations do you have about the way the Name Calling technique
is used in this advertisement?

3. Testimonial

A famous person recommends a product or a political endorsement

 Who is the target audience? What evidence suggests this?

 Who is the famous person?
 How does the endorsement by this person make the product seem like it is worth
the purchase?
 Examine font styles, colors, and page layout. What do they suggest about the
product, and how do they strengthen the power of the testimonial?
  What other observations do you have about the way Testimonial propaganda is
used in this advertisement?

4. Plain Folks

Appeals to regular people and their values such as health, family and patriotism

 Who is the target audience? What evidence suggests this?

 What is this advertising suggesting will happen if regular people eat Subway?
 How does this advertisement appeal to regular people?
 Why does the use of this regular guy appeal to regular people?
 Notice the only word used is the company logo. How and/or why is this effective?
 What comparison is shown that supports the usefulness of the product?
 What other observations do you have about the way Plain Folks propaganda is
used in this advertisement?

5. Bandwagon

An appeal to be part of the group

 Who is the target audience? What evidence suggests this?

 What language is used to suggest that eating this cereal is in the best interest of
the audience?
 Examine font styles, colors, language and page layout. What do they suggest
about the product, and how do they strengthen the power of the Bandwagon
technique?
 What other observations do you have about the way Bandwagon propaganda is
used in this advertisement?

6. Transfer

An appeal that helps a person imagine themselves as part of a picture

 Who is the target audience? What evidence suggests this?

 What is this advertisement suggesting about the president?
 How does the layout and background create an image for America and/or the
president?
 What is the tone of this image? Positive? Negative? How can you tell?
 What other observations do you have about the way Transfer propaganda is used
in this advertisement?

7. Card-stacking

Manipulating information to make a product appear better than it is, often by unfair
comparison or omitting facts

 Who is the target audience? What evidence suggests this?

 What in this advertisement suggests the product is good and/or that facts may be
omitted?
 Examine font styles, colors, and page layout. What do they suggest about the
product, and how do they strengthen the power of the card-stacking technique?
 Notice the adjectives used in the description. How does word choice affect the
idea that smoking is a great thing?
 What other observations do you have about the way Card-stacking propaganda is
used in this advertisement?