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 can be 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. Makes audience believe in something or want to do something.

Recognizing Propaganda Techniques Bandwagon Testimonial Plain Folks Patriotism Glittering Generalization Transfer Name-Calling

Bandwagon persuasive technique that invites you to join the crowd. Everybody’s doing it! Often uses weasel words As a propaganda technique, the term bandwagon suggests an imaginary vechicle carrying leaders or candidates of a cause or carrying large banners and/or posters. This group has a huge group of people following behind and all are in support of that leader/candidate. A bandwagon is a high, ornate wagon in which a band rides as in a circus parade. Unfortunately, most of us like to swim with the sharks rather than stand alone, so we are likely to be carried along. Beware of this technique. It’s a lot easier to be joiner than to stand alone. Bandwagon is a propaganda technique that suggests an image of a vechicle carrying a leader/candidate Everyone in Auburn is supporting Bob Riley. Shouldn’t you be part of the winning team?

Testimonial Statement endorsing an idea/product by a prominent person. Product does not have to be related to “star’s” field. Commonly uses musical artists, sports giants, actors/actresses A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful If a product 8s

Plain Folks Identifies product/idea with a locality or country Practical product for ordinary people. Like a good neighbor…

Patriotism Purchase will display love of country. Person will financially help the country. …built American tough

Glittering Generalization Connotation implied to create “positive” impact. Statement jumps from a few cases to all. “Glittering” because it’s falsely attractive Often used by politicians Uses a “positive” connotation to encourage audiences to accept the product or person without examining the evidence. Have it your way! This slogan implies “choice” which is a founding principle of democracy.

*Love/ Popularity *Fame *Wealth *Power Transfer Positive/negative feelings/desires are connected to a product/user. Transfers positive/negative feelings we have of something we know to something we don’t. This technique relies heavily on symbolism. *Love/ Popularity *Fame *Wealth *Power Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone. Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention. Fame – You will gain fame (attention) if you use this. Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for. Power- This will give you power over people. You’ll have an “edge” over others. During the Kerry vs. Bush campaign an e-mail through the internet showed similar physical characteristics between John Kerry and Frankenstein.

Name - Calling A way of smearing an opponent Intent is to damage opponent It also arouses suspicion of opponent Intention is to create a seed of doubt Used by politicians and product companies In a campaign speech to a logging company, the Congressman referred to his environmentally conscious opponent as a "tree hugger."

The Ultimate driving machine 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

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.

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

Big Lie An outrageous falsehood Captures attention because it’s so outrageous Somehow staggers audience into believing it