
Propaganda is made up of various
different kinds of persuasive techniques
that encourage people to act based on
their emotions alone, instead of using
solid reasoning.

The use of the
“Bandwagon” technique
implies to the audience
that it should do/think/feel
something since everyone
else is doing it.

The effect is meant to be
that the audience will be
“left out” if it does not
do/think/feel as others do.

STATEMENT: “Fifty million people have signed
the petition, and fifty million people can’t be
wrong.”

STATEMENT: “More
people are smoking
Camels than ever
before.”

PROPAGANDA: The
attempt is to make
the audience want to
join a large number of
people.

An attempt to link two items
together in the audience’s
mind.

Political logos do this
frequently; they link patriotic
images (like flags) together
with a candidate.

STATEMENT: “All across the rich, green fields, the
towering purple mountains, Americans are
discovering Smell-Free Deodorant.”

Quotations or
endorsements attempting
to connect a famous or
respectable person with a
product or item.

The effect is meant to be
that the audience will
desire to be more like the
celebrity by doing as the
celebrity has done.

This technique transfers the readers’ attention
from an exciting idea to a less exciting idea.

This technique is in some cases against the law.

STATEMENT: “Imagine having more money than
you could ever spend! Imagine being rich, famous,
and attractive! Dove soap is the first step.

EXPLANATION: The attempt here is to get the
audience excited (money, fame, & beauty), and
then to switch to something not remotely exciting
(soap).

WHY IT IS PROPAGANDA: While the product may
or may not be high quality, there is nothing about
soap that will lead to money or fame.

IMAGE: Lipstick marks,
pictures of girls, phone
numbers, and deodorant.

PROPAGANDA: The audience
is meant to be lured in by
images suggesting a man’s
attractiveness to women;
attention at the bottom of
the add is then switched to
deodorant. A link is
suggested where none
actually exists.

Glittering generalities are
words that are emotionally
appealing, but don’t really
say anything: (honor, glory,
love of country, freedom,
etc.)

When examined closely,
these words have little
meaning and little
relationship to what they
advertise.



STATEMENT: “We are at a crossroads for
human destiny! We must chose a true leader
for our city.”
EXPLANATION: The attempt here is to get the
audience emotionally connected to the subject
through use of words such as “destiny” and
“leader.”
WHY IT IS PROPAGANDA: The candidate may
or may not be a good leader. The text provides
no evidence to suggest actual positive
qualities.

The use of emotional
words is meant to stir the
audience’s emotions,
making little or no use of
facts.

Words such as love, adore,
hate, care, and/or support
may be used to attach the
audience’s emotions to a
product or idea.
From a leaflet distributed by the North Korean
army, encouraging American soldiers to
surrender

The writer sells an item
or an idea by using a
certain word again and
again until it is
associated with the
item or idea.

STATEMENT: “The senator’s cheapskate tie,
cheapskate jacket, and cheapskate shoes should tell
you what kind of cheapskate politics he’s practicing.”

The speaker presents
himself as an “Average
Joe” to create a sense
that he’s the same as
his audience, so they
should agree on the
topic at hand