Mr.
Kalahar
Propaganda
Propaganda Techniques
1.
Name Calling/Stereotypes: showing generalizations of certain people and groups through
advertising. Name calling usually refers
to written works in journalism or magazines.
2.
Confident Manners: self assured way of speaking or acting to persuade instead of
facts or reasoning. Makes
the buyer feel safe and secure.
3.
Stacking the Deck: only showing one side of an issue or argument. Listing
many facts for one side of the issue.
4.
Love Sell:
this advertisement appeals to the natural desire to be loved. If you by this product you will soon find
love.
5.
Gadget:
because of this product your life will be simpler and easier.
6.
Fear: Makes the consumer want the product because
of the fear of what will happen without the product.
7.
Euphemisms: a
mild or pleasant expression substituted for a harsh or disagreeable one.
8.
Status Appeal:
this technique promises prestige and status by the advertiser’s definition if
you choose their product, candidate, or idea.
9.
Glittering Generalities: a generality is a word with such a broad definition that it is
impossible for people to agree on what it means. Glittering Generalities are abstract words
that most people have an immediate and positive reaction to, but cannot
specifically define to the satisfaction of all.
10.
Testimonial: a
specific person, usually someone identifiable by name either written or by
sight, recommends a product, an idea, or a candidate and you are encouraged to
take their word for it. The testimonial
is either implied or direct. Direct
testimonial the person is shown using the product or speaking on past
experience, while the implied testimonial only shows the celebrity and the
product on the same page.
11.
Jargon: a
technical language used to impress, influence, or confuse the audience.
12.
Bandwagon:
“everybody’s doing it”
A technique used to make the audience not want to miss out on
what everyone else is supposedly doing.
The Bandwagon is where the largest number of people are
- it’s the idea they hold, the candidate they vote for, or the product they
buy.
13.
Outright Lie:
when a product or candidate blatantly lie to their audience. The lie is meant to be known by all in the
case of the product advertiser, but the politician hopes the truth does not
come out. It usually does though.
14.
Plain Folks:
this technique is used by advertisers to make famous people, politicians, and
wealthy people look like they are just “plain folks” like you and I.
15.
Transfer: the
goodness, desirability, or special quality of a product will rub off on the
consumer or audience with the product.
16.
Repetition: an
advertiser uses names, phrases, words, products, or ideas in repetition to
establish product identification.
17.
Slogan: a
short, meaningful, catchy phrase intended for general consumption. Designed to
stop thought and encourage action in favor of the slogan-makers.
18.
Quoting out of Context: by selecting only a
portion of a person’s statement, the product sounds appealing. Propagandists can support almost any argument
this way, no matter what the person’s real views are.
19.
Connotation:
the use of emotionally loaded words to sell an idea or product.
20.
Subliminal Messages: an idea or technique used in many propaganda techniques that is
below the threshold of conscious perception.
People are not aware of what the advertisers are aiming toward the
consumers.
21.
Statistics/Misuse of Statistics: when the propagandists use figures for his/her own
advantage/purpose to mislead, impress, or confuse, he/she is guilty of the
technique “misuse of statistics”.
22.
Appeals: Advertisers appeal to different emotional
characteristics of people to sell an idea or product.
a) Prejudice: using personal
prejudice to influence your attitude toward a product or politician.
b) Pity Appeal: the pity appeal
arouses our sympathy as the propagandists tries to obtain our money.
c) Thrift Appeal: in the
“bargain appeal” the propagandists works on your desire to save money. Offering discounts, free gifts, prizes, and
sales are their way of grabbing you. Some are legitimate, but most are come-ons
to get you to buy.
d) Ego Appeal: using flattery
to win over the consumer to the advertiser’s product or program. “You look
marvelous in Sketchers.”
e) Humor Appeal: appeals to the
consumer’s sense of humor.
f) Taste Appeal: a technique
used to appeal to one’s appetite and love of delicious food and delicacies.
g) Sex Appeal: a technique used
by advertisers to appeal to the physical attractiveness of the male and female
body.