1. Propaganda
Techniques used to influence opinions, emotions, attitudes or behavior.
The purpose is to benefit the writer.
It appeals to the emotions not the intellect.
It is not negative or positive.
The purpose is to persuade the audience to
do something or think in a certain way.

2. 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.
Weasel Words: tackles, comforts, refreshes, fights, helps, virtually…
Makes audience believe in something or want to do something.

3. Recognizing Propaganda Techniques
Bandwagon
Testimonial
Snob Appeal
Plain Folks
Patriotism
Evidence Claims
Glittering Generalization
Name Calling

4. 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

5. Testimonial Statement endorsing an idea/product by a prominent person.
Product can be inside or outside particular field.
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

6. 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

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

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

9. 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.

10. Glittering Generalization
Weasel words used.
Statement jumps from a few cases to all.
“Glittering” because it’s falsely attractive
Often used by politicians

11. Name - Calling A way of smearing an opponent
Intent is to damage opponent
It also arouses suspicion of opponent
Intention is to create an uneasy feeling
Used by politicians and product companies

12. Buyer Beware Be a conscientious consumer
Know what devices are trying to influence you
Then…
Make an informed decision