1. Public Opinion

2. Public opinion is the collection of differing attitudes that members of a public have about a particular issue. –Subject to rapid change –People seeking elected office pay much attention to public opinion. Public Opinion

3. Politicians, interest groups, and businesses pay billions of dollars to influence the public using seven types of propaganda or advertising: Testimonials Transfer Bandwagon Name-calling Plain-folks Glittering generalities Card stacking Propaganda

4. Testimonials Use of endorsements by people. (ex. Sports heroes) People transfer their adoration for a celebrity to the products or candidates Transfer Associates the product or candidate with something that the public approves or respects (ex. American flag) Can be used negatively with something the public dislikes. Bandwagon Appeals to public’s desires to conform Used when people want to be in the winning side. Propaganda Techniques

5. Name-calling Negative labels or images against the competitor (ex. Reckless, uncaring) Plain-folks Appeal to the average American. Using people we can identify with. (ex. Hard-workers) Glittering Generalities Using words that sound positive but have little meaning. Ex. Belief in freedom, democracy, etc. Card Stacking Presenting facts in a way that places products in a favorable light. Presents statistics or surveys that favor them. Propaganda Techniques