p ropaganda techniques used to influence opinions, emotions, attitudes or behavior. the purpose is...

PROPAGANDA Techniques used to influence opinions, emotions, attitudes or behavior. The purpose is to benefit the sponsor. It appeals to the emotions not the intellect. It is not negative or positive. The purpose is to persuade.

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PROPAGANDATechniques used to influence opinions, emotions, attitudes or behavior.

The purpose is to benefit the sponsor.

It appeals to the emotions not the intellect.It is not negative or positive.The purpose is to persuade.

CHARACTERISTICS OF PROPAGANDA

In advertising the purpose is to claim “superiority” in order to sell product.

Weasel Words - modifiers that look substantial but are meaningless.

Weasel Words: tackles, comforts, refreshes, fights, helps, virtually…

Makes audience believe in something or want to do something.

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RECOGNIZING PROPAGANDA TECHNIQUES

Bandwagon Testimonial Snob Appeal Plain Folks Patriotism Evidence Claims Glittering

Generalization

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MORE PROPAGANDA…

Transfer Slogan Wit and Humor Rewards Name-Calling Big Lie Scapegoat

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BANDWAGON persuasive technique that invites you to

join the crowd. Everybody’s doing it! Often uses weasel words

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TESTIMONIAL Statement endorsing an idea/product by a

prominent person. Product can be inside or outside particular field. Musical artists, Sports giants, Actors/actresses

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SNOB APPEAL Aims to flatter Makes assumption/ insinuation that this

product/idea is better than others… Thus, those that use it are too. “Avant Garde” ahead of the times.

The Ultimate driving machine

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PLAIN FOLKS Opposite of Snob Appeal Identifies product/idea with a locality or

country Practical product for ordinary people.

Like a good neighbor…

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PATRIOTISM Purchase will display love of country. Person will financially help the country.

…built American tough

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EVIDENCE CLAIMS

Facts and Figures – statistics to prove superiority.

Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective.

Hidden Fears – suggests that user is safe from some danger.

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GLITTERING GENERALIZATION

Weasel words used.

Statement jumps from a few cases to all.

“Glittering” because it’s falsely attractive

Often used by politicians

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TRANSFERPOSITIVE FEELINGS/DESIRES ARE CONNECTED TO A PRODUCT/USERTRANSFERS POSITIVE FEELINGS WE HAVE OF SOMETHING WE KNOW TO SOMETHING WE DON’T.

Love/ Popularity Fame Wealth Power

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SLOGAN A catchword or phrase loaded with emotion Often sells through repetition Clever and easy to remember Stays with you a long time Often a melody you already know

“Trust Sleepy’s For the ‘rest’Of your life”

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ENGAGING TECHNIQUES:

Wit and Humor – diverts audience and gives a reason to laugh often through the use of clever visuals and/or language.

Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc.)

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NAME - CALLING A way of smearing an

opponent Intent is to damage

opponent It also arouses

suspicion of opponent Intention is to create

an uneasy feeling Used by politicians and

product companies

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BIG LIE An outrageous falsehood Captures attention because it’s so outrageous Somehow staggers audience into believing it

Page 17: P ROPAGANDA Techniques used to influence opinions, emotions, attitudes or behavior. The purpose is to benefit the sponsor. It appeals to the emotions not

SCAPEGOAT A person carrying the blame for others Retreats to prejudice rather than reason Mostly used in the political arena Wins audience through association or sympathy

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