ANIMAL FARM

BY GEO

RGE ORWELL

PROPAGAND

A

NAME CALLINGUses words with intense negative

emotional appeal to make readers condemn a product or idea without examining the evidence.

NAME CALLING: When Squealer/Napoleon calls

Snowball a 'traitor', and 'criminal‘

GLITTERING GENERALITIESA word or phrase with positive

connotations used to create good feelings about a product or opinion, regardless of any evidence.

Example: A brand uses the words natural or organic to appeal to people who want healthy, ecologically sound products.

GLITTERING GENERALITIES:Minimus's song for Napoleon/the

positives on the farm are all credited to Napoleon

EUPHEMISMThe substitution of a less offensive word

for one that may offend.

EUPHEMISM

Squealer calls it a 'readjustment' of food instead of a 'reduction

TRANSFERAn attempt to connect a product, image,

or idea with something respected, pleasing, or admired – even though that connection may not be logical.

A TV star who played a trustworthy family man for many years describes a building company.

A company or cause identifies itself with a beloved political figure of the past.

TRANSFERSquealer tells the animals to

adopt Boxer's mottos after he died.

CARD STACKINGProviding only those facts that support the

case or product, hoping that the audience will not notice the facts that have been left out.

Example: The debate boils down to just one inescapable fact: The adoption of school uniforms would deny teens their personal freedom.

CARD STACKING

Squealer lies to the animals about how much food the farm has (when in reality the farm has very little food)

TESTIMONIALA personal recommendation for a product

or idea often offered by an expert or famous person who may not use or like the product or idea.

TESTIMONIALAfter Napoleon's purges, Boxer

tells all the animals to work harder.

 

PLAIN FOLKSPromotes a product or service because it

is effective and sensible rather than popular -the sort of thing plain folks (regular folks like you ) use or buy.

PLAIN FOLKS

The pigs working alongside the other

animals/'Comrade'