Propaganda A Closer Look at the Depths of Persuasion
Jan 18, 2016
Propaganda
A Closer Look at the Depths of Persuasion
What is propaganda? Webster’s definition:
“… the spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause, or a person”
The Goal of Propaganda The goal of propaganda is
to get you to accept a point of view or take some action.
Characteristics of Propaganda
Facts are distorted or misrepresented
Opinions are disguised Appeals to people’s emotions
by using emotional language, stereotypes, and/or exaggerations
Types of Propaganda Glittering Generalities
Words or phrases most people associate with virtue and goodness that are used to trick people into feeling positively about a subject
Examples of common words: democracy, values, family, moral, motherhood, education
“This law will make the country more safe for democracy.”
Glittering Generalities
Glittering Generalities
Types of Propaganda Bandwagon Appeal
The idea that “everyone else is doing it, and so should you!”
Makes people feel inferior if they do not conform
“Get on board!” “Don’t be left out!” “Everybody loves…”
Bandwagon
Types of Propaganda Plain Folks Appeal
Speaker attempts to convince their audience that they, and their ideas, are “of the people”
Used by advertisers and politicians
Purpose is to attract the majority Example: Clinton and McDonald’s
Plain Folks
Types of Propaganda Repetition
Bombards an audience with a message
Based on the stimulus-response learning theory
Repetition
Types of Propaganda Fear Appeal
Propagandist warns members of audience that disaster will result if they do not follow a particular course of action
Propagandist plays on fears in order to redirect attention away from the particular proposal and toward steps that can help to reduce the fear
Fear
Types of Propaganda Testimonial
A statement, usually given by a famous person or someone with firsthand experience, that supports a product, candidate, or policy
Suggests that a famous person’s opinions must be right or that a product must be excellent if a famous person endorses it
Testimonial
Testimonial
Types of Propaganda Snob Appeal
Stresses the “uniqueness” of an idea or product in order to make the product more attractive to a particular group of people
“Sophisticated Shampoo for Sophisticated Women”
Snob Appeal
Types of Propaganda Name calling
Links a person to a negative image or symbol
Propagandist hopes audience will reject the idea/product based on their association of it with a negative image instead of looking at the available evidence
This is the opposite of Glittering Generalities
Name Calling
Types of Propaganda Cardstacking
Only the good points (or the bad points of a competitor) are given
By showing you all the positives (or all the negatives), you are expected to agree with the propagandist
Types of Propaganda Transfer
The propagandist attempts to carry over the authority or prestige of something we respect or revere to something they would have us accept.
Symbols are often used Advertising uses this frequently
Transfer
Types of Propaganda Scientific Slanting
Also called “Facts and Figures” Uses phrases such as “Doctors
recommend…” or “Most doctors prefer…”
Scientific slanting
Types of Propaganda Word magic
Naming a product or idea in such a way as to make it sound exciting!
At the same time the competing products/ideas are presented as not as good
“Oil of Olay” vs. “plain lotion”
Types of Propaganda Direct Order
Oldest and simplest way of advertising
The product or idea is shown and people are told to use it or agree to it
“Buy U.S. Savings Bonds”
Questions?
Practicing Propaganda Analysis
In your group, read/review the examples of propaganda I have given you.
Then, discuss and decide as a group what types of propaganda you see in your example.
On a sheet of notebook paper, provide examples from the text supporting your answer.