Propaganda Techniques

Propaganda TechniquesWhat techniques are used to persuade you?

What is propaganda? Use of carefully used words and/or

pictures in order to influence opinions, emotions, attitudes and behavior.

Bandwagon Like peer pressure

Argument: “Everyone is doing it, so you should too.” Crest toothpaste: “Four out of five dentists

prefer Crest.”

What is “jump on the bandwagon” and where did it come from?

Choices

Name calling Often occurs in politics and wartime.

Attaches a negative word or feeling to an idea, product or person.

Often found in political cartoons

Testimonial When an important

person or figure endorses a product or an idea.

“If THIS important person believe this is a good idea, it must be.”

Glittering generalities Emotionally appealing. Associated with highly-valued concepts

and beliefs Honor Glory love of country Freedom Peace

Name calling in reverse

Plain folk Use of ordinary

people to gain confidence and trust. Just like the

common person May use improper

grammar or regional slang.

Transfer Uses symbols that pack a strong punch

for their message. People either widely respect or despise

Often used in politics and wartime American Flag Swastika

Faulty reasoning Factual supporting details are used, but

do not support the conclusion.

Irrelevant information (red-herring) Circular reasoning Either-or

Fear Use of emotional

response to threats and danger to promote a product or agenda. During WWII Anti-vaccine

campaign

repetition If you say it over

and over again, people will believe it.

Otherness “Not everyone is

doing this, but you are special, so you should.”

Promotes an elite mentality –feel you are the exception if you use/buy it.

Mass marketing to a subculture Targets a smaller

group of people within the main culture. Makes the

subculture more mainstream

Example: Harley Davidson clothing and accessories

Collective memories Moments/events

shared by large numbers of people because of a common experience

Coca Cola uses this technique in many of their ads

.Christmas

Family Fun

Humanizing technology Simplifies or

personifies products that are technical in nature.

No longer use “scientific” mumbo jumbo to convince people but regular language.

Strong women Uses images of

athletic females representing both beauty and power.

Nike uses women athletes.