PROPAGANDA

What is propaganda

• “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.”
• —Jowett & O'Donnell, Propaganda and Persuasion
Government propaganda
Purpose of Propaganda

• to influence
people's
opinions
actively
• appeal to one's
emotions
Characteristics of propaganda

• Propaganda relies on mass

persuasion
–television, radio, Internet,
billboards
• Propaganda tends to rely on
ethically suspect methods of
influence.
–deception, distortion,
misrepresentation, or
suppression of information.
Propaganda Techniques
1. Bandwagon
2. Testimonial
3. Plain Folks
4. Patriotism
5. Glittering
Generalization
6. Transfer
7. Name-Calling
Bandwagon
• Persuasive technique that invites you to join the
crowd.
• Everybody’s doing it!
• Often uses weasel words

80% of people
use Colgate.
Do you?
Testimonial
• Statement endorsing an
idea/product by a
prominent person.
• Product does not have to
be related to “star’s” field.
• Commonly uses musical
artists, sports giants,
actors/actresses

Jarod Fogle for Subway

Plain Folks
• Identifies product/idea with a locality
or country
• Practical product for ordinary people.
• Based on the “common man,”
“person on the street” or the “little
guy”

Like a good neighbor…

Glittering Generalization
• “Glittering” because
it’s falsely attractive
“This new
• Uses a “positive” recipe is
connotation to all
encourage audiences natural!”
to accept the product
or person without
examining the “It’s 100%
evidence. organic!”
Transfer
Positive feelings/desires are connected to a product/user.
Transfers positive feelings we have of something we know
to something we don’t.
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.
Name - Calling Compared
to Brand X
• A way of smearing an
opponent our
• Intent is to damage product
opponent work
• It also arouses works
suspicion of opponent
best!
• Intention is to create a
seed of doubt
• Used by politicians and
product companies
QUIZ- Identify what Propaganda Technique
is used in the following ads.
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QUIZ- Identify what Propaganda Technique
is used in the following ads.
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QUIZ- Identify what Propaganda Technique
is used in the following ads.
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QUIZ- Identify what Propaganda Technique
is used in the following ads.
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QUIZ- Identify what Propaganda Technique
is used in the following ads.
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QUIZ- Identify what Propaganda Technique
is used in the following ads.
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QUIZ- Identify what Propaganda Technique
is used in the following ads.
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QUIZ- Identify what Propaganda Technique
is used in the following ads.
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QUIZ- Identify what Propaganda Technique
is used in the following ads.
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QUIZ- Identify what Propaganda Technique
is used in the following ads.
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