11 Techniques of Propaganda 11 Techniques of Propaganda
PowerPoint, September 2010 by Prestwick House, Inc. All rights
reserved. ISBN 978-1-935466-35-2 Item #: 307626 PowerPoint for the
Classroom PART ONE
Slide 2
TURN IN YOUR HOMEWORK FACT VS. OPINION PAPERS
Slide 3
What is Propaganda? Get out a sheet of paper and label it
LOGICAL FALLACIES & PROPAGANDA. On this paper, provide a
single-sentence response to the question above: Propaganda is
_________. We will save this paper for use throughout this unit.
Back to Contents
Slide 4
What is Propaganda? Have you ever had a dramatic change of
heart or a strong emotional response after looking at something as
simple as a billboard or a commercial? If so, you may have been
looking at propaganda. Back to Contents
Slide 5
What is Propaganda? Back to Contents Propaganda is a kind of
persuasive and widespread message designed to represent the
interests of a particular group. It attempts to bypass logic
through faulty reasoning and emotional appeals. It can be found
anywhere from the newspaper to the Internet to your favorite TV
sitcom.
Slide 6
What is Propaganda? Back to Contents Propaganda is intended to
give someone else control over your thoughts and actions. Thats why
it is crucial to be able to identify propaganda when you see
it.
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What is Propaganda? Propaganda comes in many forms, but it
always has the following characteristics: Back to Contents
persuasive functionsizeable target audiencerepresentation of a
specific groups agendause of faulty reasoning and/or emotional
appeals
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What is Propaganda? This poster appeals to feelings of pity and
guilt. Back to Contents Propaganda often provokes instinctive
emotional responses that lead people to draw hasty
conclusions.
Slide 9
What is Propaganda? Rather than suggesting a specific course of
action, the poster simply describes a frightening scenario. Back to
Contents Similarly, this poster appeals not to logic, but to fear
and anger.
Slide 10
What is Propaganda? The previous examples of propaganda were
created during World War II. However, propaganda can still be found
today, all over the world. The same approach that convinces us to
buy a certain brand of toothpaste one day may be used the next day
to incite nuclear war. That is why it is important to know how to
recognize and analyze propaganda. Back to Contents
Slide 11
What is Propaganda? In the slides that follow, well look at
eight of the most basic categories of propaganda: Back to Contents
Bandwago n Card StackingGlittering GeneralitiesFalse
DilemmaName-CallingTestimonialsAppeal to EmotionAppeal to
Authority
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What is Propaganda? By the end of this presentation, you should
be equipped to detect and analyze most of the propaganda you
encounter in the real world. Back to Contents
Slide 13
Discussion Topics 1. What are some potential sources of
propaganda in the modern world? Sources include commercials,
billboards, print ads (catalogues, magazines, direct mail, etc.),
and political campaigns, among many others. Back to Contents
Slide 14
Discussion Topics 2. In order to qualify as propaganda, a
message must meet the following criteria: Back to Contents
persuasive functionsizeable target audiencerepresentation of a
specific groups agendause of faulty reasoning and/or emotional
appeals Describe an example of a message that would meet all but
one of the above criteria. Explain your answer.
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Discussion Topics Back to Contents Describe an example of a
message that would meet all but one of the above criteria. Explain
your answer. (Discussion Topic #2 continued) Example: A high school
assembly called to discuss the dangers of drunk driving may meet
the following criteria: 1) persuasive function (persuading students
not to drive drunk), 2) sizeable target audience (the entire high
school), 3) representation of a specific groups agenda (the school
boards desire to protect the schools image). Nevertheless, the
argument against drunk driving may be based on sound reasoning and
facts, rather than emotional appeals and logical fallacies.
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Discussion Topics 3. Identify an example of propaganda you have
recently been exposed to, and explain to your shoulder partner why
this message constitutes propaganda. Back to Contents
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Techniques Back to Contents
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Part 1: Assertion Back to Contents
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Part 1: Assertion Assertion is the simplest form of propaganda.
It consists of simply stating a debatable idea as a fact, with no
explanation or justification. Back to Contents The Middle East will
never be at peace.A record number of hurricanes have been caused by
global warming this year.
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Part 1: Assertion Assertion relies on the premise that people
are essentially gullible and like to believe what they are told.
Back to Contents Women are bad drivers.Men never stop to ask for
directions.
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Part 1: Assertion Assertion is sometimes used in political or
military propaganda, as in this illustration from World War I. Back
to Contents
Slide 22
Part 1: Assertion Unfounded assertions are also common in
commercial advertising. Back to Contents Fulmers Glue: making life
better since 1926Dogs that eat Nutri-Chow have more energy.
Slide 23
Part 1: Assertion Think about how many advertisements include
phrases like the following, without any justification: Back to
Contents the best product availablethe most popular brandwith a
taste that will never let you down
Slide 24
Part 1: Assertion This German World War II poster makes the
assertion that Europes victory is your prosperity without
explaining this claim. Back to Contents Assertion is a quick and
easy way to gain a foothold in peoples minds in political matters
as well.
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Part 1: Assertion George Orwells fictional study of propaganda
and mind control, 1984, contains an example of the assertion
technique. In the novel, the following three slogans of the Party
are emblazoned on the walls of the Ministry of Truth building: Back
to Contents WAR IS PEACE FREEDOM IS SLAVERY IGNORANCE IS
STRENGTH
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Part 1: Assertion Propaganda that uses assertions often
suggests a course of action. This poster encourages readers to
sacrifice for freedom based on the assertion that This world cannot
exist half slave and half free. Back to Contents
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Part 1: Assertion Often, an assertion will be supported by
facts that are not necessarily true. Back to Contents This level of
assertion is sometimes used to mislead people in a way that is
potentially harmful. The scientific evidence, taken as a whole, is
insufficient to establish that other peoples tobacco smoke is a
cause of any disease. Imperial Tobacco Group
Slide 28
Part 1: Assertion As you assess any given assertion, keep in
mind the four qualifying characteristics of propaganda: Back to
Contents persuasive functionsizeable target audiencerepresentation
of a specific groups agendause of faulty reasoning and/or emotional
appeals
Slide 29
Discussion Topics 1. What makes a statement an example of
assertion propaganda? In addition to meeting all the criteria of
propaganda, a statement must present a debatable idea as a fact
without explaining or justifying the claim in order to constitute
assertion propaganda. Back to Contents Discussion Topics
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2. Describe an example of an assertion you have seen in
politics or advertising. Do you think that this claim has affected
your point of view? Explain your reaction. Back to Contents
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Discussion Topics 3. Identify which of the following assertions
qualify as propaganda, and explain your answer. Modify those that
are not propaganda to make them fit the four criteria. Back to
Contents A. Parent to child: If you eat your vegetables, youll grow
up to be big and strong. Must be modified to target a larger
audience.
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Discussion Topics Back to Contents (Discussion Topic #3
continued) B. Billboard: Marios Pizza, Next Exit. This is merely a
statement of fact. Must be modified to make an unjustified claim
about the restaurant (e.g., Marios Pizza: The Best Pizza in the
World). C. Magazine ad for age-defying makeup: True Beauty is
Ageless. Propaganda. This is an unjustified assertion, made to a
large audience, that appeals to the viewers feelings in order to
advance the advertisers agenda.
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Discussion Topics Back to Contents (Discussion Topic #3
continued) D. Commercial: According to a study by the National
Heart Association, eating this cereal, as part of a balanced
breakfast, may reduce the risk of heart disease. This is merely a
statement of facts, and must be modified to make an unjustified
claim about the cereal (e.g., eating this cereal will reduce your
risk of heart disease). E. Political commentator: Richard Williams
obviously doesnt have the experience it takes to be President of
the United States. Propagandaassuming this statement is not
explained with a logical argument.
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Discussion Topics 4. Identify the audience and purpose for this
poster, and discuss whether this is an example of assertion
propaganda. Back to Contents
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Discussion Topics 4. Identify the audience and purpose for this
poster, and discuss whether this is an example of assertion
propaganda. Back to Contents Aimed at an American audience (during
World War II), this poster was intended to dissuade citizens from
discussing military affairs. This slogan can be considered an
example of assertion propaganda; however, the qualifier might opens
this question to debate. If students emphasize the use of might in
the poster, they can argue that this is a reasonable claim.
(Discussion Topic #4 continued)
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Bandwagon Back to Contents
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Bandwagon People generally like to feel that they belong to a
group, especially one that appears to be successful and popular.
The bandwagon technique manipulates people by appealing to this
desire. Back to Contents The term bandwagon has its origins in the
1800s, when politicians used wagons with music and entertainment to
attract audiences. Once a sizeable crowd had gathered to listen to
the band, a politician would speak. Other politicians would often
try to get a seat on a popular bandwagon, hoping to take advantage
of its success.
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Bandwagon You may have experienced this persuasive approach in
the form of peer pressure. Back to Contents Everybodys doing it!
Propaganda often uses the same illogical appeal.
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Bandwagon In modern usage, the term bandwagon effect refers to
any situation in which people attempt to be part of a successful or
popular endeavor merely for the sake of its popularity. Back to
Contents The phrase jumping on the bandwagon was used to describe
this phenomenon, and eventually the term was used outside the
political realm. Five million members and growing!Thousands of
satisfied customers cant be wrong.
Slide 40
Bandwagon You may have experienced this persuasive approach in
the form of peer pressure. Back to Contents Everybodys doing it!
Propaganda often uses the same illogical appeal.
Slide 41
Bandwagon This German poster reads, All the people say yes on
April 10th! The suggestion is that, since everyone else is
supposedly voting yes, you should, too. Back to Contents
Slide 42
Bandwagon The bandwagon technique can be seen in a number of
different scenarios. It may be used casually, on a topic thats not
particularly controversial. Back to Contents Everyone knows that
the Grand Canyon is the most beautiful place in North America.
Slide 43
Bandwagon It can be used to validate a moral claim: Back to
Contents More and more couples are living together without being
married, so it must be all right. Similarly, the bandwagon
technique can be used to promote a candidate or a product: The
Jackson campaign has the popularity it takes to win the election.
Choose the top-selling truck in its class.
Slide 44
Bandwagon The bandwagon technique is especially visible in
product marketing. Advertisers will try to convince you that by
failing to do what everyone else is doing or use the product
everyone else is using, you are missing out. Back to Contents Join
the digital revolution.
Slide 45
Bandwagon This World War I poster depicts sailors from Japan,
France, the United States, Britain, Russia, and Italy as a happy
band of brothers. It seems to suggest that everyone is enlisting in
the navy, and those who dont should feel left out. Back to
Contents
Slide 46
Bandwagon In the sciences, the bandwagon technique is often
used as a way to gain mainstream acceptance of a given theory,
since the general public may struggle to understand the science
behind complex issues. Back to Contents Most scientists believe
global warming is a result of human activity. Experts agree that
obesity contributes to the development of cancer.
Slide 47
Bandwagon Sometimes it does make sense to consider the majority
opinion, but only if you have reason to believe that it is founded
on solid logical evidence. Back to Contents Even the most
reasonable opinions can be wrong, however, and even scientific
bandwagon appeals should always be subjected to scrutiny.
Scientists agree that the sun revolves around the earth. More and
more doctors are recommending that their patients smoke
cigarettes.
Slide 48
Bandwagon The bandwagon technique is sometimes used in defense
of claims that are true. However, regardless of the truth of the
claims, any argument that relies on the bandwagon effect is based
on flawed logic. Truth should be conveyed using logical arguments,
not merely by appeals to an ideas popularity. Back to Contents For
example, take the following statement: Most people believe that
gravity exists; therefore, gravity exists.
Slide 49
Bandwagon Remember to look at the underlying logic of any
argument, and judge that logic on its own merits, rather than
depending on the opinions of the masses. If one individual can be
wrong, a group of individuals can also be wrongno matter what
advertisers may tell you. Back to Contents The conclusion that
gravity exists is true. Nevertheless, the logic that led to this
conclusion was flawed. The law of gravity is not subject to popular
approval; it exists independent of human beliefs.
Slide 50
Discussion Topics 1. What makes the bandwagon technique
appealing to most people? Back to Contents Discussion Topics
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2. Identify a decision you have made based primarily on popular
opinion. Describe the situation, and explain whether following the
majority made sense in that context. Back to Contents
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Discussion Topics 3. Does the fact that numerous experts agree
about a theory constitute logical grounds for accepting it? Why, or
why not? Back to Contents
Slide 53
Discussion Topics 4. Identify the audience and purpose for this
poster, and discuss whether this is an example of bandwagon
propaganda. Back to Contents
Slide 54
Discussion Topics 4. Identify the audience and purpose for this
poster, and discuss whether this is an example of bandwagon
propaganda. Back to Contents Aimed at the British public (during
World War I), this poster was meant to encourage citizens to enlist
in the armed services. The phrase all answer the call qualifies the
poster as an example of bandwagon propaganda. (Discussion Topic #4
continued)
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Group Activity Use the bandwagon approach to create a print ad
that is trying to sell a pencil. You must have: A slogan (tag line)
A picture (illustration of the product) Write all group names on
the back of the paper.
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Quickwrite In your Propaganda Journal, describe a commercial
you have seen that utilizes the BANDWAGON approach to sell its
product.
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Card Stacking Back to Contents
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Card Stacking Card stacking is a technique in which the
propagandist gives an unfair advantage to one point of view, while
presenting the counterpoint in its weakest form, if at all. While
arguments that use the card stacking technique are usually honest
in terms of the information shared, they may be misleading because
they present information out of context or obscure important facts.
Back to Contents
Slide 59
Card Stacking This poster illustrates the card-stacking
technique. It emphasizes the travel and adventure involved in
serving in the Marine Corps, while de-emphasizing the considerable
sacrifice required. Back to Contents
Slide 60
Card Stacking Arguments that use card stacking can be
convincing because they often rely on sound reasoning and facts.
The problem is that in this technique, the opposing perspectives
are unfairly downplayed; that is why card stacking is sometimes
referred to as a sin of omission. Back to Contents Example: A
pharmaceutical company wants to test a new drug and advertises its
need for volunteers to participate in the study. The advertisements
emphasize the benefits of participating in the study. The drugs
possible side effects are mentioned in passing in a speedy
voiceover at the end of the commercial.
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Card Stacking Often, a propagandist will acknowledge
alternative views, but in an oversimplified, dismissive way.
Example: A group invites two experts on different sides of an issue
to speak. The expert invited to support one side is a well-known,
eloquent speaker, with extensive scientific credentials. The expert
invited to represent the other side is a fringe scientist, known
for a number of unconventional theories and for his loud,
blustering demeanor. Back to Contents
Slide 62
Card Stacking There is an underlying bias in this kind of
debate. The person who represents one side of the argument was
chosen for his strengths, while his opponent was chosen for his
unappealing demeanor, his unfavorable reputation, and his
unconventional views, all of which are likely to alienate some
listeners. Back to Contents
Slide 63
Card Stacking Back to Contents When signing contracts, people
are often warned to read the fine print. Thats because often, the
least attractive terms of a contract will appear in small, barely
legible type. In written or visual propaganda, information that is
not favorable to the propagandists case may be printed in a smaller
typeface or in some way visually obscured.
Slide 64
Card Stacking Back to Contents Card stacking is frequently used
in before and after pictures that appear in advertisements for
weight-loss programs. In many cases, advertisers stack the deck by
manipulating factors in the before and after image that are not
related to the individuals weight loss.
Slide 65
Card Stacking In this example, in addition to revealing the
womans weight loss, the after photograph also reveals card-stacking
efforts. In the second photo, the subjects hair is styled
differently, and she is wearing makeup and jewelry. Back to
Contents