Propaganda:Propaganda:communications to the public that are designed to influence opinion.

The information may be true or false, but it is always carefully selected for

its persuasive effect.

Propaganda differs Propaganda differs from persuasion in from persuasion in

thatthatPropaganda appeals to the emotions, while argument appeals to reason.PropagandaPropaganda often has a negative connotation. Propaganda Propaganda is often

used in advertising and politics—any time someone is trying to convince

another.

Negative Connotation of Negative Connotation of Propaganda Propaganda

• “The receptivity of the masses is very limited, their intelligence is small, but their power of forgetting is enormous. In consequence of these facts, all effective propaganda must be limited to a very few points and must harp on these in slogans until the last member of the public understands what you want him to understand by your slogan.” ― Adolf Hitler

• “I use emotion for the many and reserve reason for the few.” ― Adolf Hitler

7 Types of 7 Types of PropagandaPropaganda

1.Name calling

2.Glittering generalities

3.Transfer

4.Testimonial5.Plain Folks 6.Card

Stacking7.Band Wagon

BANDWAGON:BANDWAGON:

•Think "getting on the bandwagon." This gives the idea that everyone is doing this, or everyone supports this person/cause, so should you.

BANDWAGON:BANDWAGON:

•EXAMPLE: Everyone in Lemmingtown is behind Jim Duffie for Mayor. Shouldn't you be part of this winning team?

TESTIMONIAL:TESTIMONIAL:

•This is the celebrity support of a philosophy, movement or candidate.

TESTIMONIAL:TESTIMONIAL:

•EXAMPLE: "Sam Slugger", a baseball Hall of Famer who led the pros in hitting for years, appears in a television ad supporting Mike Politico for U.S. Senate.

PLAIN FOLKS:PLAIN FOLKS:

•The candidate or cause is identified with common people from everyday walks of life.

Plain FolksPlain Folks

•EXAMPLE: After a morning speech, Bill Clinton stops by McDonald's for a burger, fries, and photo-op.

TRANSFER:TRANSFER:

•Use of symbols, quotes, or the images of famous people to convey a message not necessarily associated with them.

TRANSFER:TRANSFER:

•An advertiser might use a flag to connect his product with patriotism.

GLITTERING GLITTERING GENERALITIES:GENERALITIES:

•Closely related to TRANSFER. A generally accepted virtue is used to stir up favorable emotions. The problem is that these words mean different things to different people and are often manipulated for the propagandist’s use.

GLITTERING GLITTERING GENERALITIES:GENERALITIES:

•EXAMPLE: An ad by a cigarette manufacturer proclaims to smokers: Don't let them take your rights away!

NAME-CALLING:NAME-CALLING:•This is the opposite of the GLITTERING GENERALITIES approach. Name-calling ties a person or cause to a largely perceived negative image.

NAME-CALLING:NAME-CALLING:•EXAMPLE: In a campaign speech to a logging company, the Congressman referred to his environmentally conscious opponent as a "tree hugger."

CARD STACKING:CARD STACKING:•This device tells only part of the truth. It overemphasizes or underemphasizes to avoid issues and manipulate facts. Card stacking made include use of red herrings.

CARD STACKING:CARD STACKING:

•Example: CleanWhite toothpaste gets your teeth 50% cleaner. (Omitting the fact that the statistic means 50% cleaner than NOT brushing.)

Advertising AppealsAdvertising Appeals

Appealing to Emotions

UsesUses• Advertising.• Politics.• Any place someone uses

emotional appeals rather than logic to get something.

In Advertising: In Advertising: Claims about the productClaims about the product

• It will change your life! • It will meet an essential

need!• It will solve your

problems!

Appeal to emotions: Appeal to emotions: Especially for Instinctive Especially for Instinctive

NeedsNeeds• Survive• Security• Sex• Altruism

• Curiosity• Adventure• Belonging• Health

Instinctive needsInstinctive needs

• Instinctive needs are feelings we have naturally; we don’t have to learn them.

Appeal to emotions: Appeal to emotions: Cultural ValuesCultural Values

• Youth/beauty• Entertainment• Value $• Succeed• Status• Easy and convenient

Cultural ValuesCultural Values

• Our culture often makes us feel as if we need something that we really don’t need.

• We learn this through seeing culture around us.

Typical format: ParableTypical format: Parable

• Ad tells a story• Person has problem/need• Discovers product• Problem solved

Instinctive and Cultural Appeals

• Youth/beauty• Entertainment• Value $• Succeed• Status• Easy and

convenient

• Survive• Security• Sex• Altruism• Curiosity• Adventure• Belonging• Health

values relating to human conduct, with respect to the rightness and wrongness of certain actions and to the goodness and badness of the motives and ends of such actions.

Appeal to the audience’s values regarding the sense of right and wrong.

Shared values• Honesty• Fairness• Value of life• Equality• Justice• Trust• Freedom of choice