Propaganda Techniques

COM 001: Media and Information Literacy

What is Propaganda?

Propaganda is the art of persuasion. It is the spreading of ideas,

information or rumor for the purpose of helping or injuring an
institution, a cause, or a person. Propaganda is intended to make
us accept or approve something without looking closely at the
evidence.
Types of Propaganda
1. Bandwagon
In old-time parades the circus band would ride on a wagon and attract
a lot of followers; many people would try to jump on the bandwagon.
Now, when an advertiser claims that “People are flocking to Blue
Heaven Jeans” he or she is using the bandwagon appeal to convince
you to join everyone else.
Examples
Examples
2. Testimonials

A testimonial is a recommendation by a celebrity or an authority.

Some ads use an anonymous “expert” - an actor dressed as a doctor
or a teacher or a homemaker who speaks glowingly about the
aspirin, or computer game or detergent. And some ads features a big
star - such as a famous athlete, actor, or singer - who recommends
the product or sings it's praises. Such ads are very effect - but also
highly controversial.
Examples
Examples
3. Plain Folks

In a way, a plain folks appeal is the flip side of a testimonial. With

this technique, the ad claims that people just like you - ordinary,
everyday teenagers, or shine athletically in a Marikina-made shoes.
In other words, they promise that plain folks can be special folks
through the purchase of the product.
Examples
Examples
4. Glittering Generality

Here the ad associates “virtue words” or “virtue images” with the

product - the product “glitters” with virtue although no direct
connection between the product and the virtue is claimed. Health is
a virtue to most people, so a makeup company may emphasize
healthy skin and feature models with glowing health. Wealth is a
virtue many people desire, so car advertisers picture their
automobiles conveying elegant people to exotic mansions.
Examples
Examples