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Other Propaganda Techniques
• a preference or an inclination that shows
favoritism
• an unfair act or policy
stemming from
prejudice
• applying group traits to a person
• assigning a person’s
individual traits to a group
• spreading of information to help or hurt a cause
• tell only the side that the creator of it wants you to know
• appeals to emotion rather than intellect
• What is the age of the target audience?
• What is the social status of the target audience?
• What is the educational level of the target audience?
• suggests that you can be like the expensively dressed perfectly shaped people who use this product
• suggests that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style
suggests that some almost miraculous discovery
makes the product exceptionally
effective
a pharmaceutical manufacturer describes a
special coating that makes their pain reliever less
irritating to the stomach than a competitor's
customers are attracted to products that divert the
audience by giving viewers a reason to
laugh or to be entertained by clever use
of visuals or language
Conklin Car’s commercials
an authority figure, an educated
person, speaks or writes on the issue
at hand
Example: expert testimony
the facts or issues like a deck of cards; taking the one or few items you want to use, hiding or ignoring the others
• a soap ad stresses purity, foam, or scent • a cigarette ad emphasizes ease on throats, pleasure, or taste • a politician dwells on two mistakes his opponent has made and skips the good things
Tip: simplified or limited to one item, this
method may result in slogans and trade names
the viewer is led to believe
one product is better than
another, although no real
proof is offered
• negative words are used to create an unfavorable opinion of the competition in the viewer's mind
• calling a person or group a bad name • Some examples: Communist, Reactionary,
Red, moron, egghead
• these name-calling words are usually used emotionally, inaccurately, without proof, and have often ruined reputations
• speaker criticizes a person or product w/ little or no reason or evidence
• slam the competition
• example: • At Burger King, we’re proud to serve individuals, not billions.
In a campaign speech to a
logging company, the
Congressman referred to his
environmentally conscious
opponent as a tree hugger.
• good feelings, looks, or ideas transferred to the person for whom the product is intended
• use of symbols, quotes or images of famous people to convey a message not necessarily associated w/ them
• indirect use of something respected a patriotic or religious image used to promote ideas
a textile manufacturer wanting people to
wear their product to stay cool during the
summer shows people wearing fashions
made from their cloth at a sunny seaside
setting where there is a cool breeze
• picture of a pretty, glamorous girl to
advertise a certain motor oil
• a doctor holding up a particular brand
of toothpaste
• the suggestion that purchasing this product shows your love of your country
Example: a company brags about its product being made in Canada & employing Canadian workers
Sources http://www.thematzats.com/propaganda/prop/sld001.htm
http://www.stark.k12.oh.us/Docs/units/1966/buyerpl
http://turnerlearning.com/cnn/coldwar/cw_prop2.html
http://www.entrenet.com/~groedmed/namedu/adtech.htm
Tressler and Lewis, Mastering Effective English (Third
Edition), pp.470-472
http://catalog.socialstudies.com/c/@poqnB_pt1NhRY/Pages/a
rticle.html?article@propaganda
http://www.globaled.org/curriculum/cm4c.html
ESSDACK handout. 11 Nov. 2005.