Propaganda

Propaganda comes in many forms, but it always has the following characteristics:

persuasive function

sizeable target audience

representation of a specific group’s agenda

use of faulty reasoning and/or emotional appeals

Part 1: Assertion

The Middle East will never be at peace.

A record number of hurricanes have been

caused by global warming this year.

Assertion

• Assertion relies on the premise that people are essentially gullible and like to believe what they are told.

Women are bad drivers.

Men never stop to ask for directions.

• Assertion is sometimes used in political or military propaganda, as in this illustration from World War I.

Assertion

Unfounded assertions are also common in commercial advertising.

Fulmer’s Glue: making life better since 1926

Dogs that eat Nutri-Chow have more energy.

Assertion

• Think about how many advertisements include phrases like the following, without any justification:

the best product available

the most popular brand

with a taste that will never let you down

• George Orwell’s fictional study of propaganda and mind control, 1984, contains an example of the assertion technique. In the novel, the following three slogans of “the Party” are emblazoned on the walls of the Ministry of Truth building:

WAR IS PEACE

FREEDOM IS SLAVERY

IGNORANCE IS STRENGTH

Propaganda that uses assertions often suggests a course of action.

• Often, an assertion will be supported by “facts” that are not necessarily true.

• This level of assertion is sometimes used to mislead people in a way that is potentially harmful.

The scientific evidence, taken as a whole, is insufficient to establish that other people’s tobacco smoke is a cause of any disease.

— Imperial Tobacco Group

Discussion - assertion

• Identify which of the following assertions qualify as propaganda, and explain your answer. Modify those that are not propaganda to make them fit the four criteria.

A.Parent to child: “If you eat your vegetables, you’ll grow up to be big and strong.”

B.Billboard: “Mario’s Pizza, Next Exit.”

C.Magazine ad for “age-defying” makeup: “True Beauty is Ageless.”

Identify which of the following assertions qualify as propaganda, and explain your answer. Modify those that

are not propaganda to make them fit the four criteria.

D. Commercial: “According to a study by the National Heart Association, eating this cereal, as part of a balanced breakfast, may reduce the risk of heart disease.”

E. Political commentator: “Richard Williams obviously doesn’t have the experience it takes to be President of the United States.”

Identify the audience and purpose for this poster, and discuss

whether this is an example of assertion propaganda.

Part 2: Bandwagon

• People generally like to feel that they belong to a group, especially one that appears to be successful and popular. The bandwagon technique manipulates people by appealing to this desire.

• Origin

Bandwagon

Five million members and growing!

Thousands of satisfied customers can’t be wrong.

“Everybody’s doing it!”

BandwagonEveryone knows that the Grand Canyon is the most beautiful place in North America.

More and more couples are living together without being married, so it must be all right.

The Jackson campaign has the popularity it

takes to win the election.

Choose the top-selling truck in its class.

Bandwagon

Bandwagon

Most scientists believe global warming is a

result of human activity.

Experts agree that obesity contributes to the

development of cancer.

Bandwagon

• Question what you’re given

Scientists agree that the sun revolves around the earth.

More and more doctors are recommending that their

patients smoke cigarettes.

Identify the audience and purpose for this poster, and discuss whether this is an example of bandwagon propaganda.