Chapter 8.

PROPAGANDA
 Propaganda

⚫ Persuasion that deliberately discourages people

from thinking for themselves
⚫ It’s sole purpose is to spread information and
claims that further or destroy a cause, idea,
product, or person
⚫ At its worst, it relies on one-sided or distorted
arguments
 Transfer

⚫ A method that builds a connection

between things that are not logically
connected. In advertising, this
connection is built between a product
and a positive value.

⚫ Example: An advertisement might

show a prosperous, happy, loving
family drinking a certain brand of
milk. The goal is to get the viewer to
associate the brand of milk with
prosperity, happiness, and love.
⚫ A picture of a beach to evoke feelings
of happiness.
Transfer
 Bandwagon

⚫ A technique that encourages people to act because

everyone else is doing it. It attempts to substitute
peer or crowd pressure for analysis of an issue or
action

⚫ Example: Someone says that you should vote for a

proposal because all of your friends are voting for it;
however, no one mentions why the proposal is worth
supporting.
Bandwagon
 Name-Calling

⚫ Labeling intended to arouse powerful negative

feelings. Its purpose is to represent a particular
person or group as inferior or bad without providing
evidence to support the claim.

⚫ Example: A speaker might ask you to vote against a

candidate because that candidate is “a warmonger,”
“a tree hugger,” “racist,” “uncaring,” or “money-
hungry.”
Name-calling
 Card-Stacking

⚫ Based on half-truths. It presents only partial

information in order to leave an inaccurate
impression.

⚫ Example: A speaker might refer to a person who has

amassed a fortune through intimidation and illegal
means as a “good breadwinner.” This phrase ignores
the negative methods the person used to become a
“good breadwinner.”
Card-Stacking
 Stereotypes

⚫ A biased belief about a whole group of people based

on insufficient or irrelevant evidence.

⚫ Example: A co-worker might say, “Surely you don’t

plan to discuss the issue with the president of the
company! Presidents are too interested in profit and
personal gain to care about the problems of a single
employee.
Stereotypes
 Loaded Words

⚫ Evoke or draw out very strong positive or negative

attitudes toward a person, group, or idea. They can be
powerful in their ability to create bias, a leaning toward a
particular point of view.

⚫ Example: In discussing assertive behavior, Nan describes

herself as “confident,” Chris as “pushy,” and Rita as a
“braggart.” Although the behavior described is exactly the
same, the use of loaded words makes Nan’s behavior
seem positive, Chris’s behavior seem negative, and Rita’s
behavior seem the worst.
Loaded Words
 Loaded Words (Connotation)
⚫ Aggravate vs. annoy
⚫ Agony vs. discomfort
⚫ Atrocious vs. bad
⚫ Bony vs. slim
⚫ Bureaucrat vs. public servant
⚫ Categorical vs. specific
⚫ Challenging vs. distressing
⚫ Damaging vs. hurtful
⚫ Demonization vs. criticism
⚫ Displeased vs. unhappy
⚫ Dreadful vs. bad
⚫ Effective vs. good
⚫ Eliminate vs. remove
⚫ Elitist vs. expert
⚫ Exploit vs. take advantage of
⚫ Historic vs. memorable
⚫ Infanticide vs. abortion
⚫ Phenomenon vs. event
⚫ Propaganda vs. message
⚫ Slashed vs. reduced
⚫ Superior vs. better
⚫ Tremendous vs. very good
⚫ Triumphant vs. successful
⚫ Vigilante vs. crime fighter
 Emotional Appeals

⚫ Statements used to arouse emotional reactions.

When emotional appeals distort the truth or provoke
irrational desires and fears, they become propaganda
techniques.
⚫ Example: To gain support for the local humane
society, a speaker might tell moving stories about the
disposal of animals because of limited resources.
People who want to help animals would probably
respond emotionally to these specific examples.
Emotional Appeals
 Avant Garde

⚫ The suggestion that using this

product puts the user ahead of
the times
⚫ Example: a toy manufacturer
encourages kids to be the first
on their block to have a new toy.
 FACTS AND FIGURES

⚫ Statistics and objective factual information is used

to prove the superiority of the product
⚫ Example: a car manufacturer quotes the amount of
time it takes their car to get from 0 to 100 k.p.h.
FACTS AND FIGURES
 WEASEL WORDS

⚫ “Weasel words" are used to suggest a positive meaning

without actually really making any guarantee
⚫ Example: a scientist says that a diet product might help
you to lose weight the way it helped him to lose weight.
 MAGIC INGREDIENTS

⚫ The suggestion that some almost miraculous

discovery makes the product exceptionally effective
⚫ Example: a pharmaceutical manufacturer
describes a special coating that makes their pain
reliever less irritating to the stomach than a
competitor`s.
 PATRIOTISM

⚫ The suggestion that purchasing this product shows

your love of your country
⚫ Example: a company brags about its product being
made in America and employing American
workers.
 PLAIN FOLKS

⚫ The suggestion that the product is a practical

product of good value for “ordinary” people
⚫ Example: a cereal manufacturer shows an
ordinary family sitting down to breakfast and
enjoying their product.
PLAIN FOLKS
 SNOB APPEAL

⚫ The suggestion that

the use of the
product makes the
customer part of an
elite group with a
luxurious and
glamorous life style
⚫ Example: a coffee
manufacturer
shows people
dressed in formal
gowns and tuxedos
drinking their
brand at an art
gallery.
 BRIBERY

⚫ Bribery seems to give a desirable extra something.

We humans tend to be greedy.
⚫ Example: Buy a burger; get free fries.
 TESTIMONIAL

⚫ A famous
personality is used to
endorse the product
⚫ Example: a famous
basketball player
(Michael Jordan)
recommends a
particular brand of
underwear.
 WIT AND HUMOR

⚫ Customers are attracted to products that divert the

audience by giving viewers a reason to laugh or to
be entertained by clever use of visuals or language.
 SIMPLE SOLUTIONS
When an advertiser implies that the product will help the consumer to avoid
complex problems, or the one product will fix several problems.
SIMPLE SOLUTIONS
 GLITTERING GENERALITIES

⚫ This technique uses emotionally appealing words and

images closely associated with highly-valued concepts and
beliefs which convey or invoke conviction without
supporting information or reason.
⚫ The message is that if you buy the item and use it, it will
change your life.
⚫ Examples: This cosmetic
will make you look
younger, this car will give
you status, this
magazine
will make you a leader
 GLITTERING GENERALITIES

⚫ Commonly used in
political campaigns as
an emotionally
appealing phrase that is
closely associated with
highly valued concepts
and beliefs that it
carries conviction
without supporting
information or reason.
⚫ The highly valued
concepts attract general
approval and acclaim.