Name ____________________________
Propaganda Techniques
What are propaganda techniques? They are the methods and approaches used to
spread ideas that further a cause – a political, commercial, religious, or civil
cause.
1. Name Calling – This technique consists of attaching a negative label to a person or thing. People
engage in this type of behavior when they are trying to avoid supporting and/or defending their own
opinions with facts. Rather then explain what they believe in, they prefer to try to tear their opponent
down.
Example: In a campaign speech to a logging company, the Congressman referred to his environmentally
conscious opponent as a “tree hugger.”
Or
A battery company like Energizer claims that their brand can outlast the Rayovac
brand.
2. Glittering Generalities – This technique uses important sounding “glad words” that have little or
no meaning. These words are used in general statements that cannot be proved or disproved.
Words like “good,” “honest,” “fair,” “best,” “family values,” “rights,” and “perfect” are examples
of “glad” words. This type of technique appears often in politics and political propaganda.
Example: In a magazine you see an ad for a vacation to Disney World. The ad claims that it is the best
family vacation destination and the kids will have the most fun ever,
3. Plain Folks – this technique uses a folksy approach to convince us to support someone or
something. These ads depict people with ordinary looks doing ordinary things. These ads have a
down home folksy appeal to them.
Example: After a morning speech to wealthy Republican donors, George W. Bush stops by McDonald’s
for a burger, fries, and photo-op.
4. Testimonials – are quotations or endorsements which attempts to connect a famous or respectful
person with a product or item. Testimonials are closely related to the transfer technique. Testimonials
are often used in advertising and political campaigns.
Oprah appears in a television ad supporting Barack Obama for our next President.
Or
Jessica Simpson for Proactive Acne Medicine…she states that Proactive works for her and keeps her
skin looking clear.
Or
A commercial shows a doctor (possibly wearing a white lab coat). He states that if you have asthma you
should use this brand of medicine because it is the best one on the market.
5. Transfer – an attempt to make the subject (you) view a certain item in the same way as they view
another item. (to link the two things together in the subject’s mind) By linking an item to something
the subject respects or enjoys, positive feelings can be generated for it. However, in politics, this
technique is mostly used to transfer bad feelings towards a politician. Transfer employs the use of
symbols, quotes, or the images of famous people to convey a message not necessarily associated
with them. When using transfer, the speaker attempts to persuade us through the indirect use of
something we respect, such as a patriotic or religious image, to promote his/hers idea.
Example: A candidate for a political office is running an ad that has him standing in front of an
American Flag.
Or
You see an ad with a picture of Tiger Woods holding a bottle of Gatorade.
6. Bandwagon – the basic idea behind the bandwagon approach is just that, “getting on the bandwagon.”
The propagandist puts forth the idea that everyone is doing this, or everyone supports this
person/cause, so…so should you. (nobody wants to be left out of what is perceived as a popular trend)
Example: Everyone in Lemmington is behind Jim Duff for Mayor. Shouldn’t you be part of this winning
team?
Or
Millions have tried this product. Don’t be the last one.
7. Repetition – The product name or keyword or phrase is repeated several times.
8. Emotional Words – This technique involves the propagandist using words that stimulate positive
feelings in the viewer. Words such as: luxury, beautiful, paradise, and economical. Many times the
advertisers are trying to tug at your heart strings.
Example: A high class car dealer runs an ad for an expensive car. They describe the car as luxurious and
spacious. It is different than any other car that you have driven or seen.
Or
You see a family making holiday memories together by baking cookies.
9. Exaggeration/Hyperbole – This technique involves exaggerating or overstating an idea or product’s
value. Propagandists use exaggeration or "hype" to create impressive sounding words that are
nonetheless meaningless and vague.
Examples: You will never need another cleaning product!
Your kids will ask for it everyday!
10. Euphemism - A euphemism is a substitution of an agreeable or less offensive expression in place of
one that may offend or suggest something unpleasant to the listener. THINK POSITIVE
CONNOTATIONS!
Examples: Pre-owned for used or second-hand, restroom for toilet, downsizing for laying off
11. Stereotyping (or Simplification) - A conventional, formulaic, and oversimplified conception, opinion,
or image. One that is regarded as embodying or conforming to a set image or type.
Example: Women shopping at a clothing store or grocery store. Men shopping at hardware or a home
improvement store.
Or
Women cleaning the house. (ads for cleaning products)
Men driving large trucks or working with tools.
12. Fear – This technique is very popular among political parties and Political Action Committees in the
U.S. The idea is to present a dreaded circumstance and usually follow it up with a kind of behavior
needed to avoid that horrible event. This technique is used a lot during wartime and political issues.