Propaganda w Definition information ideas or rumors deliberately

Propaganda w Definition: information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.

Types of Propaganda - Bandwagon - Testimonial - Plain Folks - Transfer - Fear - Logical Fallacies - Name-calling - Euphemisms - Repetition - Analogy - Understatement - Overstatement - Rhetorical Questions - Connotative Language - Glittering Generalities - Anecdotes

Bandwagon w Conveys the idea that “everyone is doing it/using it/supporting it, and you should, too!” w Why does it work? – Appeals to the conformist in us – No one wants to be left out of the “popular” trend

Examples w 4 out of 5 people say Orbit is the best gum. w Mc. Donald’s “billions served” w "Planters Cashews"

Testimonial w TV and movie stars, musicians, athletes, famous people who promote products or endorse candidates w Why does it work? – Generates more interest and causes millions more people to support cause or buy product

Examples w Justin Timberlake: Pepsi w Lebron and Dwight: Mc. Donald’s w Michael Jackson: Pepsi

Plain Folks w Product or cause is identified with the “common people” from everyday walks of life w Tries to make candidate/product appear all-American and grassroots w Why does it work? w Free. Credit. Report. com w "Managing Minutes"

Transfer w The use of symbols, quotes, or images to convey a message not necessarily associated with the product/candidate/idea w Religious and patriotic messages are commonly used w Why does it work?

Examples w A “doctor” in a white lab coat discusses a heart drug with his “interns”—all actors w An American flag waves behind a presidential candidate in a campaign ad w Old Spice w Snickers commercial

Fear w Present a dreaded or undesirable circumstance w Follow it up with a suggested behavior that is needed to avoid the horrible event w Why does it work?

Examples w Only Lysol can kill 99. 9% of bacteria and keep your children from getting sick. w Worst case: “Group X is causing the problems in our country. ” w "Protect Your Family” w Citibank ID theft w Teen Driving

Glittering Generalities w Using positive, often emotionally charged words to describe an idea/product/candidate w The words often describe a generally accepted virtue w Why does it work?

Example w “Olay Face Lotion is an inexpensive way to help you keep that youthful glow so you can show your inner beauty. ” w “Joe Smith fights for family values and is a great American!” w Wrinkle Cream w Raisin Bran Crunch

Name-Calling w Opposite of glittering generalities w This techniques ties a person/idea/product to a negative image – Can be directly stated or implied w Why does it work?

Example w Kia Soul w Subway w Words with negative connotations: – Tree Hugger – Bum – Terrorist

Repetition w Repeating words or phrases for emphasis or effect Example: w “Sunday, Sunday…Power Nissan is having the best sale ever!” w Head On w L’Oreal Infallible Lip Color w “Be a Pepper”

Analogy w Using comparisons for emphasis w Example: Missing a deal like this would be like losing a winning lottery ticket! w Geico w Volkswagen

Understatement w Representing something as less important than it really is Examples: w The hurricane was a little windy. w We’ve only lost a few thousand people in Iraq. w “Tiny” w “Peggy”

Overstatement w Generalizations that cannot be backed up by facts w Makes something seem better or more important than it really is Examples: w “This is the best sale you’ll ever see” w “Honda Odyssey” w “I feel like dancing”

Rhetorical Questions w Asking a question that doesn’t require an answer w Reader has no choice but to agree Examples: w “Do you really want four more years of poverty? ” w Old Spice #2

Loaded Words (Connotative Language) w Using words that carry a positive or negative emotional impact w Jenny Craig w Mc. Cain Ad w Examples: – Beautiful – Young – Protect - Unpatriotic - Fat - Bankrupting

Anecdotes w Short, personal stories used to illustrate why a certain viewpoint is correct and should be supported Examples: w A mother in support of a proposal for stronger DUI laws telling the story of her child being killed by a drunk driver. w “Mr. Obama” w Life Call

Euphemisms w Definition: substituting mild, indirect, or vague expressions for offensive, harsh, or blunt ones. w The opposite of “name-calling” w Examples: – thrifty vs. stingy – trim vs. skinny – brilliant vs. geeky – experienced vs. old w A Gift?

Where do we find propaganda? w Advertising w News releases from government w Political campaigning w Anywhere else?