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

• 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.

TestimonialAn 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.

TransferGood 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.

RepetitionThe 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 WordsWords 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 ContrastThe 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