PROPAGANDA n PERSUASION n OPINIONS n INFLUENCING n

PROPAGANDA

n PERSUASION n OPINIONS n INFLUENCING n ADVERTISING n MEDIA

WHAT IS PROPAGANDA? n Propaganda is an opinion expressed for the purpose of influencing actions of individuals or groups. n A propagandist objective is to bring about a specific action.

WHAT IS PROPAGANDA n Commonly used in ADVERTISING and in media. n Propaganda tries to "put something across, " good or bad

ADVERTISING n The announcement (public, nonpersonal, or paid) of a persuasive message. n A presentation of a product to potential customers. n Getting the word out about your business, product, or a service.

Where Is Advertising Found? n In the following mediums: Newspapers l Television l Mail l Billboards l Radio l Yep, the Internet l

COMMON PROPAGANDA TECHNIQUES n. Word Games: l. Occurs often in politics and often in wartime scenarios. l. Often in political cartoons and writings. l. Use of Sarcasm and Ridicule!

n Name-Calling. . . The name-calling technique links a person or an idea to a negative symbol in the hopes that the audience will reject the person or the idea on the basis of the negative symbol, instead of looking at the available evidence. n l It is the use of derogatory language or words that carry a negative connotation when describing an enemy. Words or phrases to possess a negative emotional charge. Those who oppose budget cuts may characterize the conservative politicians as "stingy, " yet his/her supporters might prefer to describe one as "thrifty. " Both words refer to the same behavior, but they have very different connotations

n n Repetition Technique. . . Propagandists who try to build product/concept recognition will frequently repeat the name of the product at least four times in the advertisement, speech, or discourse in the hopes that his audience will remember. Euphemisms. . . some situations the propagandist attempts to pacify the audience in order to make an unpleasant reality more palatable(acceptable) by using words that are bland euphemistic. EX. To pass away is a euphemism for To Die.

n Glittering Generalities. . . l l l Winning the approval Glittering generalities are words that have different positive meaning for individual subjects, but are linked to highly valued concepts. When these words are used, they demand approval without thinking, simply because such an important concept is involved. . "Loaded" words like: "democracy, " "freedom, " "love, " "goodness, " "fresh, " "healthy, " "motherhood, " "friendship, " "Glittering Generalities" to trick ones audience into thinking that one understands the concerns and the needs, when he/she may understand these words to mean something entirely different.

Fear Technique. . . This technique can be used both positively and negatively by playing on audience members' fear of the consequences of following or of not following the propagandist's suggestion. n For example, a television commercial portrays a terrible automobile accident (the fear appeal), reminding viewers to "buckle up" (the fear-reducing behavior). n

False Connections: n Testimonials. . . Testimonials are quotations or endorsements, in or out of context, which attempt to connect a famous or respectable person with a product or item Examples: Michael Jordan and Nike l Hannah Montana on cereal. l

l Transfer of Emotion. . . This technique is often used to transfer negative feelings from one object to another, it can also be used in positive ways by linking an item to something the subject respects or enjoys, positive feelings can be generated for it. n For example, transfer is most often used to transfer blame or bad feelings from one politician to another

n Examples of Transfer of Emotions: l l Positive: Respect and revere for church and country. If the propagandist succeeds in getting a church or nation to approve a campaign in behalf of some program, he thereby transfers its authority, sanction, and prestige to that program. This device relies heavily on the use of easily recognized symbols, which are constantly used. The cross represents the Christian Church; the flag represents the nation, and so on. . .

n Card Stacking: Involves only presenting information that is positive and omitting the information that is “unnecessary. ” l It is used in almost all forms of propaganda l It is effective in convincing the public. l The majority of information presented is true. l Dangerous because it omits important information. l

Special Appeals: n n n Bandwagon Technique. . . The basic theme of the "Bandwagon Technique" is that everyone else is doing it, so listeners ought to join in, too. The artful propagandist appeals to the desire, common to most humans, to follow the crowd

Plain Folks. . . Using the "Plain-folks Technique" speakers attempt to convince their audiences that they, and their ideas, are "of the people. " n For example, though America's recent presidents have all been millionaires, they've gone to great lengths to present themselves as ordinary citizens. n

n Lesser of Two Evils: Convincing people of an idea or proposal by presenting it as the least offensive option. n This technique is often implemented during wartime to convince people of the need for sacrifices or to justify difficult decisions n

PROPAGANDA Artful n Opinionated n Follow the crowd n Ridicule n Sarcasm n “We are just alike. ” n