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Propaganda and Persuasion

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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.

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Where is Propaganda found? Advertisements Newspaper and Magazine Articles Political Cartoons

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Types of Propaganda Techniques Bandwagon Testimonial Transfer Repetition Emotional Words Expert Opinion Compare and Contrast Name Calling

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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.

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Bandwagon

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Testimonial This propaganda technique uses words of an expert or a famous person to promote a particular idea.

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Testimonial An important person or famous figure endorses a product.

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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.

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Transfer Good feelings, looks, or ideas transferred to the person for whom the product is intended.

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Repetition This technique uses the same words, lines, or phrases over and over again.

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Repetition The product name or keyword or phrase is repeated several times.

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Emotional Words This technique uses words or images that appeal to our emotions of love, fear, etc., creating a desire for something.

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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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Expert Opinion Uses experts, such as doctors, dentists, fitness trainers, etc. to say that they recommend a product.

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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.

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Compare and Contrast Two or more items or products are compared to convince that one is better than the other.

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Compare and Contrast The viewer is led to believe one product is better than another, although no real proof is offered.

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Name Calling Negative words are used to create a unfavorable opinion of the competitor in the viewers mind.

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Name Calling