Transcript Propaganda Techiques pp_propaganda_techniques

It’s Propaganda!
Marketing Techniques Used to Secure Your Vote
The 9 Propaganda Techniques
9 Propaganda Techniques
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Rally ‘Round the Flag
Dress for Success
Hoopla & Ballyhoo
Name Calling
Endorsement
Glittering Generalities
Bandwagon
Plain Folks Appeal
Appeal to Tradition
Slanting Ideas
Rally ‘Round the Flag
• Using the colors RED, WHITE and
BLUE in your advertisement
• This can also be adopted to fit colors
that are specific to your country, or
perhaps a school (Example: using
Purple and Gold when advertising
for an entity like the University of
Washington)
• Use the American flag in the
background
• Express ideas of Patriotism
• Example: Uncle Sam
Examples
Examples
Dress for Success
• Certain colors and manner of dress
creates an impression of character,
integrity, trust, and ‘power’
• White shirt (or blouse for women)
• Navy blue or dark suit (gray is
acceptable)
• “Power Tie”: Usually red – often
blue, sometimes yellow – with a
simple or bold pattern
• Tie draws attention to middle of
figure and up to the face
Dress – con’t
• Obviously, which of
these two – based
upon how they
present themselves
– create an aura of
trust, competence,
leadership?
Examples
Examples
Examples
Hoopla & Ballyhoo
• These terms are used to describe
‘fluff’ … balloons, stickers, buttons,
confetti
• You see them often during the
campaign
Name Calling
• Using ‘unpleasant labels’ or
descriptions to harm a person, group
or product
• Words or phrases are negative in
nature
• Candidates will often take negative
aspects of a person’s voting record
or life experience – sometimes out
of context – and pound the message
over and over
• Sometimes you have to ask … “what
is the proof?”
Examples
Examples
Examples
Endorsement
• Using a famous person (such as an
athlete) to endorse, or approve, of
the product or candidate
• The goal is for people to make a
connection between a ‘great’
athlete/celebrity or an
athlete/celebrity they ‘like’ – that
therefore they will like the
product/candidate also
Examples
“Be Like Mike”
Glittering Generalities
• These are broad, general words or
phrases that are almost always
positive in nature
• That possess few or no specifics
• “Good” / “Better” / “Terrific”
• “Knowledgeable” / “Smart”
• “He knows what you want”
• “Better than the rest”
• “She listens. She cares.”
• “Simply the best.”
Examples
Examples
Examples
Bandwagon
• Appeals to people’s desire to fit in, to
do what other people are doing, to
be ‘popular’
• “Everybody is doing it! Get on the
bandwagon!”
• “I’m (doing this thing) and you
should too!”
• One common visual technique is to
show an individual or small group
with a product (or candidate) and
then make the ‘group’ grow over the
span of the commercial
Examples
Plain Folks Appeal
• Using imagery to make a candidate
more appealing to the average
person by making them seem like
‘regular folks’
• Dressing casually, in jeans, sweater,
t-shirts, etc.
• Doing things that ‘normal’ people do
• Rolled-up sleeves, working with their
hands, talking with/meeting average
folks
Examples
Examples
Appeal to Tradition
• Using imagery of ‘traditional
American values’ to make the
candidate or product more appealing
to the masses
• White wedding
• Trucks or Cowboys
• White picket fence
• Traditional American family
• Hot dogs, apple pie, 4th of July
• Mom
• Baseball / Football
Examples
Examples
Slanting Ideas
• This method uses words, phrases or
images in a certain way to favor an
idea, product or candidate
• This is usually the most difficult
technique to identify
• Newspapers may give bold, frontpage headlines to candidates they
favor, while putting the ‘other guy’ in
smaller print or in the back
• They may also run side-by-side
pictures of the candidates – one
smiling, the other not
Examples BUSH PLAN CALLS FOR CUTS
Kerry’s long-range scheme for taxes
The End