Propaganda Techniques What techniques are used to persuade you?
What is propaganda? • Use of carefully used words and/or pictures in order to influence opinions, emotions, attitudes and behavior.
Choices Bandwagon • Like peer pressure • Argument: “Everyone is doing it, so you should too.” • Crest toothpaste: “Four out of five dentists prefer Crest.” • What is “jump on the bandwagon” and where did it come from?
Name calling • Often occurs in politics and wartime. • Attaches a negative word or feeling to an idea, product or person. • Often found in political cartoons
Testimonial • When an important person or figure endorses a product or an idea. • “If THIS important person believe this is a good idea, it must be.”
Glittering generalities • Emotionally appealing. • Associated with highly-valued concepts and beliefs • Honor • Glory • love of country • Freedom • Peace • Name calling in reverse
Plain folk • Use of ordinary people to gain confidence and trust. • Just like the common person • May use improper grammar or regional slang.
Transfer • Uses symbols that pack a strong punch for their message. • People either widely respect or despise • Often used in politics and wartime • American Flag • Swastika
Faulty reasoning • Factual supporting details are used, but do not support the conclusion. • Irrelevant information (red-herring) • Circular reasoning • Either-or
Fear • Use of emotional response to threats and danger to promote a product or agenda. • During WWII • Anti-vaccine campaign
repetition • If you say it over and over again, people will believe it.
Otherness • “Not everyone is doing this, but you are special, so you should.” • Promotes an elite mentality –feel you are the exception if you use/buy it.
Mass marketing to a subculture • Targets a smaller group of people within the main culture. • Makes the subculture more mainstream • Example: Harley Davidson clothing and accessories
Collective memories • Moments/events shared by large numbers of people because of a common experience • Coca Cola uses this technique in many of their ads • . Christmas Family Fun
Humanizing technology • Simplifies or personifies products that are technical in nature. • No longer use “scientific” mumbo jumbo to convince people but regular language.
Strong women • Uses images of athletic females representing both beauty and power. • Nike uses women athletes.