1. Propaganda Techniques
Made with the assistance of the AP students
from

2. Propaganda Quotes
A propagandist is a specialist in selling attitudes and opinions. Author: Hans Speier
Propaganda must not serve the truth, especially insofar as it might bring out something favorable for the opponent. Author: Goebbels

3. What is propaganda?
The spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, a cause, or a person.
Most associate the term with the dissemination of ideas and beliefs, either disguised or not.
Widely used in the advertising industry
Can be used to promote consumerism or political views
Can use emotional, ethical, and/or logical appeal.

4. What are persuasive techniques?
devices of persuasion used for the purpose of changing one’s mind, making one take action, or both; usually accomplished by a combination of emotional appeals and logical reasoning

5. What is the connection?
Propaganda is an implementation of persuasive techniques in order to spread ideas, information, for the purpose of helping or injuring an institution, a cause, or a person. You can’t have propaganda without persuasive techniques.

6. Etymology
The term originates with the Sacred Congregation for the spreading of the Faith (sacra congregatio christiano nomini propagando or Congregatio de Propaganda Fide), which was founded by Pope Gregory XV in 1622, shortly after the start of the Thirty Years' War. This department of the pontifical administration charged with the spread of Catholicism and with the regulation of ecclesiastical affairs in mission territory.
The Latin stem propagationem- (from pro- "forth" + *pag-, root of pangere "to fasten"), conveys a sense of "that which ought to be spread" and does not refer to misleading information. The modern sense dates from World War I, when the term evolved to be mainly associated with politics.

7. Early Propaganda The stereotypical type of propaganda
The type that is likely the earliest used
Books
Radio Reports
Leaflets
Speeches

8. Propaganda in the 21st Century
Advertisements
Commercials
Websites
Blogs
Posters
Articles
Leaflets
Movies
Art

9. Types of Propaganda Techniques: The BIG 7
Name calling
Glittering Generalities
Transfer
Testimonial
Plain Folks
Card Stacking
Band Wagon

10. Other Persuasive Techniques
Humor
Loaded language
Fear and insecurities
Sex appeal
Something for nothing
Science & statistics
Comparisons & negatives
Snob appeal
Repetition
Rhetorical Question
Direct Command
Cuteness factor

11. Can you spot the name calling?
Appeal to the audience’s hate and fear by giving bad names to opponents. Often dehumanizes and belittles the opponent to make it easier for the audience to hate them.
Can you spot the name calling?

12. Name Calling Insults the opposition May be a veiled or obvious insult
Often used in politics to insult the other party
There usually is no evidence to support the claims

13. Name Calling
Causes audience to associate the opponent with negative ideas
No longer does the audience see any good in the opponent

14. Name Calling

15. Name Calling from WWII

16. Glittering Generalities
Makes broad, unsupported statements often using “all”, “every”, “always”, or “never” to make your case to the audience.
Strength
Patriotism
Which of these words could be used with a glittering generality?
Democracy
Freedom
Sure, they are all examples of words that invoke emotion and need not be supported in most cases.

17. Glittering Generalities
Essentially the opposite of Name Calling
Attaches positive words and phrases to a subject
Doesn’t specify reasons or give explanations-- the claims the propaganda makes are often too good to be true

18. Glittering Generalities
This image depicts Saddam Hussein as a strong leader in
times of crisis—but does it really show that? Does the fact
that he is talking on the telephone signify that he is in control?

19. Glittering Generalities
Uses charged words that lead to the reader believing what is said
Also makes generalized statements
Words such as “all”, “every”, “none”

20. Glittering Generalities
Uses very vague words that the audience immediately relates to and accepts
Often uses words such as all or always without providing much support

21. Transfer See any transfer?
This propaganda technique depends upon the principle of favorable association, even though there may be little or no logical connection.
In one variety the subject may be identified with some idea or entity (God or country) that is inherently pleasing or attractive. Another variety uses the prestige or reputation of a respected person or institution to support an idea.
See any transfer?
The American flag in the background associates Clinton with the ideas of democracy, patriotism, and nationalism.

22. Transfer
Gives the power, reputation, or emotions associated with something to the propaganda
Examples: Uncle Sam, the American flag, the Founding Fathers

23. Transfer
This WWII ad calls for the support of the war, and is connected with the image of Winston Churchill.
Winston Churchill is an honorable man and he needs your help with the war. Won’t you support him?

24. Transfer
Makes associations to symbols or ideas such as the nation or religious symbols
A connection between the position and the symbol/idea is often lacking

25. Transfer

26. This transfers the importance and power of Mao Zedong to the importance and power of education

27. Testimonials Where’s the testimonial?
Uses comments and endorsement from supporters to make your position more attractive to the audience. This is “pseudo-inductive reasoning.”
Where’s the testimonial?
Nicely done. Remember that some testimonials may not be reliable.

28. Testimonial Uses a customer’s reaction to persuade the audience
Lauds the product, sometimes compares to a competitor
Creates pseudo-inductive reasoning
Often can be turned into a syllogistic argument
"We loved the idea of the Million Dollar Homepage and thought we had nothing to lose by spending a few hundred dollars, placing the Peerclix green smilie icon on the homepage. Wow! After just TWO DAYS, we've seen visitors to our PeerclixPSP site nearly double, all for a $400 dollar investment. We'll definitely be buying more pixels for our PeerclixiPod 'Nano' site launching at the end of the month." Simon MacTaggart

29. Testimonials
Uses the words of others who are in support of the idea or product
Problem arises when the person has no expertise
Often employs testimonials from famous people

30. Testimonial

31. Testimonial
Testimonial uses the endorsement of those who have purchased the product and benefited from it.
This hairy man looks much better after using the product, so it will work for you too.

32. Celebrity Endorsement
Harrison Ford endorses this drink: this method suggests to the audience that since celebrities drink this, you will feel like a celebrity if you purchase this product.

33. Celebrity Endorsement
Many people like and admire Tiger Woods as a golf player. The advertisers hope that consumers will think, “if Tiger Woods supports this company, we should support it too.”

34. Yeah, they’re pretty generic people.
Plain Folks
Appeals to common, average reader making product or position seem honest and authentic.
Locate the Plain Folks.
Yeah, they’re pretty generic people.

35. Plain Folks Uses ‘normal people’ to appeal to the masses
Used by politicians to gain support by creating a bond with the voters

36. Plain Folks Tries to win our confidence by being “just like us”
Especially common during election years

37. Plain Folks: The common person can help.

38. This ad for
Macintosh computers uses the plain folks technique. The Mac looks much more average and nice than the PC.

39. Plain Folks
This appeals to the common, average reader by suggesting that the product is honest and authentic.
This happy average family is enjoying the protection of Allstate insurance. Don’t you want your family to benefit from all state?

40. Plain Folks

41. Plain Folks Appeals to the common people
The idea or product is essentially for the people
Makes the idea or product look honest and trustworthy

42. These guys. AKA everybody. And…
Bandwagon
Suggests that “everybody is doing it” so the audience should too. This plays on our desire to be a part of the group but it is not logical.
Who’s doing it?
These guys. AKA everybody. And…
So should you!

43. Bandwagon
The argument that everyone else is doing something or acting a certain way, so the audience should also.
Used in often consumer ads

44. Bandwagon Appeals to desire to be apart of a group
The general idea is that since everyone is doing it, the audience should too

45. Bandwagon
Suggests “everybody is doing it” so the reader should too

46. Bandwagon

47. Bandwagon
This add suggests that everybody is doing it, so you should too.
These happy girls all shop at Old Navy. Don’t you want to shop at Old Navy and be happy too?

48. Bandwagon

49. Kidding, kidding. Card stacking can be found in
This propaganda technique arises when certain evidence, generally numerical or statistical, is brought to our attention, while other evidence, equally or even more pertinent, is suppressed or minimized.
Find the card stacking?
Kidding, kidding. Card stacking can be found in
One sided statistics
Biased testimonials

50. Card Stacking
Makes many arguments in quick succession against the opposition
Serves to overwhelm the audience
Uses blatant bias
Using many statistics, testimonials, and facts about the opposition is often done very effectively

51. Cardstacking

52. Card Stacking
Presents lots of evidence while ignoring other data that may be more pertinent
Usually uses numbers and statistics

53. Other Persuasive Techniques

54. Either/Or Fallacy: Either you join a carpool, or you are a nazi

55. This German ad lists several reasons supporting eugenics, ignoring obvious flaws in the practice and questions about it

56. Sex appeal
Subtle suggestions that a product will improve one’s gender image.
If you smoke Camel, maybe you will look sexy and beautiful too.

57. Cuteness factor
The puppies dress up this product, attracting the audience to the ad and to the product.

58. Repetition
The continued repetition of “Got Milk” programs into the audiences head the idea of purchasing milk.

59. Snob Appeal
This high class product is exclusive. If you purchase it, you will feel and look “high class” as well.

60. Something For Nothing
This propaganda technique often offers special bargains and discounts that are too good to be true.
You have the chance to pick from over 500 cars that don’t cost very much money!

61. Science and Statistics Ad
Uses numbers and scientific jargon to support product.
This ad is promoted through scientific data, and effectiveness at lowering cholesterol.

62. Comparison
This uses competitors image to put down or to persuade that the other product is better.

63. Fears and Insecurities
Appealing to the audience’s fears of what could possibly happen
Often causes the audience to act irrationally

64. War Examples
A series of American propaganda posters during World War II appealed to servicemen's patriotism to protect themselves from venereal disease. The text at the bottom of the poster reads, "You can't beat the Axis if you get VD".
U.S. Propaganda from WWII, urging citizens to increase production. The heads that appear are those of Adolf Hitler and Hideki Tojo

65. World War I
Woodrow Wilson sought Lippman and Bernays to help change the people’s opinion in favor of war ( To join Britain’s side)

66. The Propaganda Devices in Action
Uncle Sam:
<-Transfer
Direct Appeal->

67. Calls Tom Berryhill a weak candidate Only reason is because of his health- what about the politics?

68. Anti-Nazi War Poster:
FEAR and INSECURITIES

69. Another Anti-Nazi poster:
Ad Hominem:
Hitler is an absurd character
Humour->

70. Transfer: President Bush is associated with the patriotic images of the flag and of soldiers.

71. Glittering Generalities: Bush will do anything to win
Fear and Insecurities
Name Calling:
President is a Vampire

72. Examples of Propaganda
Propaganda Remix Project
Examples of Propaganda

73. Examples of Propaganda

74. Examples of Propaganda
Adbusters
Examples of Propaganda

75. Propaganda Quiz
Following this slide are seven examples of propaganda. Pick which example demonstrates a term shown in this presentation.
Each of the seven terms will be used once
Following each picture is an answer and explanation of the term demonstrated

76. Propaganda Quiz

77. Answer
Cardstacking: This advertisement only presents the “fun” part of smoking rather than the whole case. It ignores the side effects smoking has on your health.

78. Propaganda Quiz

79. Answer
Testimonial: Michelle Kwan talks about the merits of a good soap.

80. Propaganda Quiz

81. Answer
Bandwagon: This advertisement invites you to join the drove of people who are going to see this movie.

82. Propaganda Quiz

83. Answer:
Name Calling: This political cartoon calls Newt Gingrich a “crybaby”.

84.                                             
Propaganda Quiz

85. Answer
Plain Folks: This is supposed to depict the familiar event of praying with your family around the dinner table.

86. Propaganda Quiz UNCLE SAM AS A PEACEMAKER- 1896
"I've just settled my quarrels at home, and you fellers will find I'm ready to attend to you, if you don't keep quiet."

87. Answer
Transfer: Uncle Sam favorably represents the will of the United States.

88. Propaganda Quiz

89. Answer
Glittering Generalities: This want ad is all inclusive and non-specific. It makes a general call for “people to make a difference”; no required qualifications are given in the ad.

96. Examples of Propaganda Posters

97. Websites of Interest Center for Media and Democracy: prwatch.org
spinwatch.org
WWII propaganda leaflets:
War, Propaganda and the Media:
propagandacritic.com
adbusters.org
US Central Command (CENTCOM) archive of propaganda leaflets dropped in Iraq: centcom
Collection of 400 WWI & WWII posters:
Dr.Seuss Goes to War: