Technique of Propaganda

: Name
calling
Prepared by Group-A Members
Group-A Members Presentation
 1. Nimco Mohamed Ali
 2. Samiya Mawlid Muse
 3. Bushra Faysal Yusuf
 4. Salman Mohamed Guled  5. Abdikarim Abdillahi Salan  6. Wardi Dahir Cilmi
 7. Huda Fu’ad Abdi
 8. Muna Abdisamed Ibrahim  9. Hamda Abdirahman Guled

Definition
1: Name-calling propaganda occurs when complementary or pejorative words that usually
appear in other contexts are instead used to label and shape your opinion of a particular person
or group. The purpose is to subliminally manipulate or influence public opinion in order to
generate conformity with the opinions of those producing the propaganda.
2: Name-calling propaganda is often used by governments and their media allies to describe
foreign groups. This is because news about foreign groups can usually only come from
governmental or media organizations with the connections, permits, and funding to operate
abroad.

3:The advertisers use Name-calling propaganda to promote the product which has strong
competition with other products. Two products with the same quality, popularity, and demand
in the market, so they need to attract the customer from the other side.
4: In the Name-calling technique, a person or product is linked to a negative symbol. Few words
that are used commonly radical, cowardly, environmentalist, and special-interest group.
5: Byusingthistechniqueadvertisersthinkthataudiencewillrejecttheperson,product,or idea based
on the negative symbol assigned to it, instead of looking at the facts.
6: The propagandists use this technique hoping the person or product will be rejected on the
negative symbol, despite looking at its positive sides.

Examples of Name-calling
 Let’s look, for example, at this advertisement, to understand how advertisers use Name-
Calling Propaganda to influence the beliefs of people.

 This is an advertisement by Android. This symbol is self-explanatory in that it is about

Apple Company. But without taking its name Android wants to communicate to its
customers, whatever features Apple offers is useless. Only Android is trustworthy.
  The decision is yours, whether you want to buy a costly rotten Apple or go with an
affordable Android.
 Ads using the name-calling approach convince you to favor them over their competitor.
By name-dropping another company, they force you into a position to chose between
two sides.
 Example Language:
 ______ doesn’t do this, but we do.
 Do you want _______ or ______?
 Something you may not know about _____ is that they______.
 What side are you on?

 A well-known example of Name Calling Propaganda is the 1984 “Macintosh vs. PC”
television commercials by Apple.
 In these commercials, the PC is portrayed as a stuffy, boring businessman while the Mac
is depicted as a young, cool, and creative individual. The PC is constantly referred to as
“uncool” and “dull”, while the Mac is portrayed as “fun” and “exciting”.
 This technique was used to create a negative image of the PC and a positive image of the
Mac in the minds of consumers.
 Look the image behind, it sheds light to this example of name-calling propaganda:

LOOK These two men!

 Another example of Name Calling Propaganda is the “I’m a Mac, and I’m a PC” ad
campaign by Apple, where the PC character is portrayed as a clumsy, slow, and outdated
machine.
 The campaign used negative language to create a perception that PCs are unreliable and
outdated, while Macs are modern and efficient.
  It’s up to the consumer to be aware of this type of subtle manipulation, and always
look for facts and unbiased reviews before making any large purchases.

Conclusion
Last but not least, the name calling propaganda technique sees a brand trying to
downplay its close competitor to attract customers from the latter. The technique
involves linking a particular product or person to a negative symbol so that the audience is
influenced to reject them instead of checking