Transcript Propaganda Techniques

Propaganda Techniques
#19 in TOC
-Bandwagon
-Loaded Words (repetition, emotional
words, name calling)
-Testimonials
-Plain folks
What is propaganda?
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Propaganda techniques influence opinions
and avoid the truth in advertisements or
media, often through the use of stereotypes,
faulty generalizations, logical fallacies, or
emotional language.
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Often these techniques rely on some element
of censorship or manipulation, either omitting
significant information or distorting it.
Bandwagon Approach
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This technique tries to get everyone to join in
and do the same thing.
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Ex. An ad telling you not to be the last kid on
your block to own something.
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What are some examples of the bandwagon
technique that you can think of?
Loaded Words
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Repetition: the product name or keyword or
phrase is repeated several times
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Emotional words: words such as luxury,
beautiful, paradise, and economical are used
to evoke positive feelings in the viewer.
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Name-calling: Negative words are used to
create an unfavorable opinion of the
competitor in the viewer’s mind.
Loaded words (cont.)

Look at the advertisement on page 819.
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Can you find examples of loaded words in the
advertisement?
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List some examples in your notes.
Unloaded words: plant, animal
Loaded words: weed, beast
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Testimonial
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An important person or famous figure
endorses a product.
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Ex. Having Lebron James endorse a product
(Nike).
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Can you think of some examples?
Transfer
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Linking the qualities of one subject to
another.
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Ex. Standing in front of a flag to appear more
patriotic.
Fear
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Scaring an audience to get them to act a
certain way.
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Ex. Showing pictures of car accidents to stop
drunk driving.
Snob Appeal
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Taps into people’s desire to be special or part
of an elite group.
Ex. The best deserve only the best- you
deserve Beautiful Bubble bath soap.
Other techniques:
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Faulty Cause and Effect
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Compare and Contrast
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Use of a product is credited for creating a positive result.
Ex) Using Crest Whitening will make your teeth look pearly
and white.
The viewer is led to believe one product is better than
another, although no real proof is offered.
Ex) Subway sandwiches provide 50% more meat than
Quizno’s.
Plain Folks- identify product/ideas with locality or
country, practical product for ordinary people