Transcript Propaganda and Persuasion

Propaganda and Persuasion
What is Propaganda?
• Propaganda is the spreading of ideas,
information, or rumors for the purpose of
helping or injuring an institution, a cause, or a
person.
Where is Propaganda found?
• Advertisements
• Newspaper and Magazine Articles
• Political Cartoons
Types of Propaganda Techniques
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Bandwagon
Testimonial
Transfer
Repetition
Emotional Words
Expert Opinion
Compare and Contrast
Name Calling
Bandwagon
• Bandwagon is used to make you want to
follow the crowd, to join in because others are
doing so as well.
• Bandwagon is trying to convince you that one
side is the winning side, because more people
have joined it.
Bandwagon
Testimonial
• This propaganda technique uses words of an
expert or a famous person to promote a
particular idea.
Testimonial
An important person or famous figure
endorses a product.
Transfer
• In this propaganda technique the advertiser
tells us or reminds us of something we admire
or like and then presents the product. The
hope is that the positive feelings will transfer
to the product.
Transfer
Good feelings, looks, or ideas transferred to the
person for whom the product is intended.
Repetition
• This technique uses the same words, lines, or
phrases over and over again.
Repetition
The product name or keyword or phrase is
repeated several times.
Emotional Words
• This technique uses words or images
that appeal to our emotions of love,
fear, etc., creating a desire for
something.
Emotional Words
Words such as luxury, beautiful, paradise, and
economical are used to evoke positive feelings
in the viewer.
Expert Opinion
• Uses experts, such as doctors, dentists, fitness
trainers, etc. to say that they recommend a
product.
Expert Opinion
• Example: 4 out of 5 dentists recommend
Crest toothpaste.
• Example: “For my dry eyes I use Restasis.”
Alison Tendler, MD (Eye Doctor)
• Example: Fitness Fitness expert Denise Austin
says, “Using the Total Gym 2000 gave me a
lean, muscular body.”
Compare and Contrast
• Two or more items or products are compared
to convince that one is better than the other.
Compare and Contrast
The viewer is led to believe one product is better than
another, although no real proof is offered.
Name Calling
• Negative words are used to create a
unfavorable opinion of the competitor in the
viewer’s mind.
Name Calling