1. 19
propaganda
techniques
used by the media

2. “Everyone else is doing it, and so should you!”
1. Bandwagon
This technique tries to persuade everyone to join in and do the same thing.
“Everyone else is doing it, and so should you!”
The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.

4. An important person or famous figure endorses a product.
2. Testimonial
An important person or famous figure endorses a product.
Athletes are popular candidates for testimonial.
Tiger Woods is on of the top testimonial figures in sports.

5. 3. Name-calling
Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.
Who is Burger King taking a shot at here? Who is well known for having a secret sauce in their hamburgers? (McDonald’s)

7. 4. Invoking the Christian God
The idea is to declare yourself and allies as “patriots,” “Christians,” and “’Real Americans’” (and not separating the three); thus, anyone who challenges you is not a patriot, American, or Christian.
Who is Burger King taking a shot at here? Who is well known for having a secret sauce in their hamburgers? (McDonald’s)

8. 5. Scapegoating
Finding a person or a group to blame for all of society’s problems. That way, one can justify dehumanizing them or causing violence to them; one can also ignore responsibility for harm to them.
Who is Burger King taking a shot at here? Who is well known for having a secret sauce in their hamburgers? (McDonald’s)

9. 6. Glittering Generalities
Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.
This technique might be used more than any other.
Are you less patriotic if you don’t buy American goods? Can a Lexus make you happier than a Honda?
Playing to people’s emotions might get them to purchase products or services they might not otherwise buy.

10. 7. Plain Folks
Attempts to convince the audience that a prominent person and his ideas are “of the people.”
The Pepsi Taste Test Challenge is a perfect example of this.

11. 8. Children
Draw on huge emotional appeals; force the viewer to consider the future. This can also include talking to the public as though they are children—we’re susceptible even when we feel young.
The Pepsi Taste Test Challenge is a perfect example of this.

12. 9. Fear
Plays on deep-seated fears; warns the audience that disaster will result if they do not follow a particular course of action.
The Pepsi Taste Test Challenge is a perfect example of this.

13. 10. Panic Mongering
A step beyond fear: it simply does not let up. When people are afraid, they think irrationally, and when they can’t think rationally, they believe anything.
The Pepsi Taste Test Challenge is a perfect example of this.

14. 11. Card Stacking
The viewer is led to believe one product/idea is better than another, although no real proof is offered.
This is how and why we classify this ad as card stacking, where the advertisers manipulate their audience’s perception of the original issue [the shoe] by emphasizing one side [the performance YOU would have if you were wearing them] and repressing another [the actual quality of the product in the ad].

15. Public attention is diverted from important issues and changes.
12. Distraction
Public attention is diverted from important issues and changes.

17. 13. Create Problems, then Offer Solutions
The media invents economic, personal, or social issues and then offers the “answer.”

18. 14. Rewriting History/Total Lies
Fixed minds find it easier to reject REALITY rather than to update their viewpoints. Even when a lie is PROVEN wrong, some will still try to defend it.

19. Making the decision/making change as “painful, but necessary.”
15. Deferring
Making the decision/making change as “painful, but necessary.”

20. 16. Keeping the Public in Ignorance
Make the real details too confusing to understand (often, in turn, mostly emotional images are used). Also, promote the fact that it is fashionable to be stupid, vulgar, and uneducated.

21. 17. Disparaging Education
Evidence of intellect is sometimes marketed as Un-American. Being trained in critical thinking (e.g., education) poses threats to a hive mentality. If your masses are “dumb,” they’re easier to educate.
“President Obama wants everybody in America to go to college, what a snob. There are good, decent men and women who work hard every day and put their skills to the test that aren’t taught by some liberal college professor. And trying to indoctrinate them.”
--Rick Santorum

22. 18. Self-Blame
Make the individual feel personally responsible for his or her misfortune because of their intelligence, abilities, or efforts. Instead of fighting the system, the individual becomes depressed, and depressed people are even more susceptible.

23. 19. Guilt By Association
Even if the person the media is attacking isn’t actually associated with the group, connections with the group will always persuade the public. Also, connections between politicians and other groups.
The letters quickly attracted attention with one specifically mentioning the State Department's Deputy Chief of Staff, Huma Abedin, a long-time Hillary Clinton aide, by name.
Bachmann's letter says "Huma Abedin has three family members — her late father, her mother and her brother-connected to Muslim Brotherhood operatives or organizations.
The letter continues to insinuate that those connections have led the State Department to act favorably toward the "Muslim Brotherhood and its interests.“
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