Propaganda as Persuasion: Seven Techniques Introduction: Three Concepts


Propaganda as Persuasion: Seven Techniques

Introduction: Three Concepts

The Rhetorical Continuum :

Information(We like) . . . to Persuasion . . . to

Propaganda (We dislike)

Information Persuasion propaganda


• Modern Science and Rhetoric :

SMCR model and the two step flow

(dislike) perspective

S-M-C-R Model

Source Message Channel Receiver

Two Steps me media (step one)

(step two) (We check out media messages with friends and then make up our minds) me & friends

Inoculation Theory :

Examples--Korean War and Brain Washing, Patti Hearst

Seven Propaganda Techniques

Name Calling

Glittering Generalities



Plain Folks

Band Wagon

High Bred Mergers

Name Calling

The Power of Labeling (Stasis Theory)

Ad Hominum Fallacy (name calling)

 Example: “a business women” why not a business person?

 Example: “Hanna Arendt and the ‘solution’” or euphemisms

Glittering Generalities

The use of Virtue Words (Pathos appeals)

Example: Family Values


•Carry over from one concept to another

•Use of Metaphor both Verbal and Visual

•Example: Clinton and Cartoons


•The use of famous people (Ethos appeals)

•Ad Vercundium Fallacy (only one source)

•Example: Charlton Heston speaks for republican party

Plain Folks

•“Of the people”

•Source and audience are the same (hides differences)

•Example: Clinton eats at McDonalds

Band Wagon


•Fear Appeals (Different is dangerous)

•Example: Homosexuality, etc.

Hybrid Mergers

•Blending Techniques

•Try to confuse the audience

•Example: Merging abortion with politics

•Examples: Big lies--Hitler; Limbaugh

Declarations, “that’s me” & simple answers

Time, Buchanan (picture with workers)