Made with the assistance of the AP students
from 2006-2007
Propaganda Quotes
 A propagandist is a specialist in selling
attitudes and opinions.
Author: Hans Speier
 Propaganda must not serve the truth,
especially insofar as it might bring out
something favorable for the opponent.
Author: Goebbels
What is propaganda?
 The spreading of ideas, information, or rumor for the
purpose of helping or injuring an institution, a cause,
or a person.
 Most associate the term with the dissemination of
ideas and beliefs, either disguised or not.
 Widely used in the advertising industry
 Can be used to promote consumerism or political
views
 Can use emotional, ethical, and/or logical appeal.
What are persuasive techniques?
devices of persuasion used for the purpose of
changing one’s mind, making one take action, or
both; usually accomplished by a combination of
emotional appeals and logical reasoning
What is the connection?
Propaganda is an implementation of persuasive
techniques in order to spread ideas, information,
for the purpose of helping or injuring an institution,
a cause, or a person. You can’t have propaganda
without persuasive techniques.
Etymology
The term originates with the Sacred Congregation for the spreading of the Faith (sacra
congregatio christiano nomini propagando or Congregatio de Propaganda Fide), which
was founded by Pope Gregory XV in 1622, shortly after the start of the Thirty Years'
War. This department of the pontifical administration charged with the spread of
Catholicism and with the regulation of ecclesiastical affairs in mission territory.
The Latin stem propagationem- (from pro- "forth" + *pag-, root of pangere "to fasten"),
conveys a sense of "that which ought to be spread" and does not refer to misleading
information. The modern sense dates from World War I, when the term evolved to be
mainly associated with politics.
Early Propaganda
 The stereotypical type
of propaganda
 The type that is likely
the earliest used
 Books
 Radio Reports
 Leaflets
 Speeches
http://www.psywar.org/apddetailsdb.php?detail=1945PAC141J1
Propaganda in the 21st Century
 Advertisements
 Commercials
 Websites
 Blogs
 Posters
 Articles
 Leaflets
 Movies
 Art
Types of Propaganda Techniques:
The BIG 7
 Name calling
 Glittering Generalities
 Transfer
 Testimonial
 Plain Folks
 Card Stacking
 Band Wagon
Other Persuasive Techniques
 Humor
 Comparisons & negatives
 Loaded language
 Snob appeal
 Fear and insecurities
 Repetition
 Sex appeal
 Rhetorical Question
 Something for nothing
 Direct Command
 Science & statistics
 Cuteness factor
Name Calling
Appeal to the audience’s hate and fear by giving bad names to
opponents. Often dehumanizes and belittles the opponent to make it
easier for the audience to hate them.
Can you spot the name
calling?
http://www.christiangrantham.com/blog/archives/newtbaby.jpg
Name Calling
 Insults the opposition
 May be a veiled or
obvious insult
 Often used in politics to
insult the other party
 There usually is no
evidence to support the
claims
Name Calling
 Causes audience to
associate the opponent
with negative ideas
 No longer does the
audience see any good
in the opponent
http://www.stentorian.com/madbrute.jpg
Name Calling
Name Calling
from WWII
Glittering Generalities
Makes broad, unsupported statements often using “all”,
“every”, “always”, or “never” to make your case to the
audience.
Which of these words
could be used with a
glittering generality?
Sure, they are all examples of words
that invoke emotion and need not be
supported in most cases.
Glittering Generalities
 Essentially the opposite of Name Calling
 Attaches positive words and phrases to a subject
 Doesn’t specify reasons or give explanations-- the claims
the propaganda makes are often too good to be true
Glittering Generalities
This image depicts Saddam Hussein as a strong leader in
times of crisis—but does it really show that? Does the fact
that he is talking on the telephone signify that he is in control?
Glittering Generalities
 Uses charged words that lead to the reader believing
what is said
 Also makes generalized statements
 Words such as “all”, “every”, “none”
Glittering Generalities
 Uses very vague words
that the audience
immediately relates to
and accepts
 Often uses words such
as all or always
without providing
much support
http://ronwade.freeservers.com/posterrickPerry_small.jpg
Transfer
This propaganda technique depends upon the principle of favorable
association, even though there may be little or no logical connection.
In one variety the subject may be identified with some idea or entity (God or
country) that is inherently pleasing or attractive. Another variety uses the
prestige or reputation of a respected person or institution to support an idea.
See any transfer?
The American flag in the background associates
Clinton with the ideas of democracy, patriotism,
and nationalism.
http://en.wikipedia.org/wiki/Image:Bill_Clinton.jpg
Transfer
 Gives the power,
reputation, or emotions
associated with
something to the
propaganda
 Examples: Uncle Sam,
the American flag, the
Founding Fathers
Transfer
This WWII ad calls for
the support of the war,
and is connected with
the image of Winston
Churchill.
Winston Churchill is an
honorable man and he
needs your help with
the war. Won’t you
support him?
Transfer
 Makes associations to
symbols or ideas such
as the nation or
religious symbols
 A connection between
the position and the
symbol/idea is often
lacking
http://www.adclassix.com/images/71listerine.jpg
Transfer
This transfers the
importance and
power of Mao
Zedong to the
importance and
power of
education
Testimonials
Uses comments and endorsement from supporters to
make your position more attractive to the audience. This
is “pseudo-inductive reasoning.”
Where’s the testimonial?
Nicely done. Remember
that some testimonials
may not be reliable.
http://www.mindoverplatter.com/teaserImages/brianTracyTestimonial.jpg
Testimonial
 Uses a customer’s reaction
to persuade the audience
 Lauds the product,
sometimes compares to a
competitor
 Creates pseudo-inductive
reasoning
 Often can be turned into a
syllogistic argument
 "We loved the idea of the Million
Dollar Homepage and thought we
had nothing to lose by spending a
few hundred dollars, placing the
Peerclix green smilie icon on the
homepage. Wow! After just TWO
DAYS, we've seen visitors to our
PeerclixPSP site nearly double, all
for a $400 dollar investment. We'll
definitely be buying more pixels
for our PeerclixiPod 'Nano' site
launching at the end of the month."
Simon MacTaggart
Testimonials
 Uses the words of others
who are in support of
the idea or product
 Problem arises when the
person has no expertise
 Often employs
testimonials from
famous people
http://www.tacreativeservices.com/images/portfolio2/pages/ultratestimonial4.shtml
Testimonial
Testimonial
Testimonial uses the
endorsement of those
who have purchased the
product and benefited
from it.
This hairy man looks
much better after using
the product, so it will
work for you too.
Celebrity Endorsement
Harrison Ford
endorses this
drink: this method
suggests to the
audience that
since celebrities
drink this, you
will feel like a
celebrity if you
purchase this
product.
Celebrity Endorsement
Many people like and
admire Tiger Woods
as a golf player. The
advertisers hope that
consumers will think,
“if Tiger Woods
supports this
company, we should
support it too.”
Plain Folks
Appeals to common, average reader making product or position
seem honest and authentic.
Locate the Plain Folks.
Yeah, they’re pretty
generic people.
http://www.tobyslater.com/foundobjects/images/salemsmall.jpg
Plain Folks
 Uses ‘normal people’ to
appeal to the masses
 Used by politicians to
gain support by creating
a bond with the voters
Plain Folks
 Tries to win our confidence by being “just like
us”
 Especially common during election years
Plain Folks:
The common
person can help.
This ad for
Macintosh
computers uses the
plain folks
technique. The Mac
looks much more
average and nice
than the PC.
Plain Folks
This appeals to the
common, average
reader by suggesting
that the product is
honest and authentic.
This happy average
family is enjoying the
protection of Allstate
insurance. Don’t you
want your family to
benefit from all state?
Plain Folks
Plain Folks
 Appeals to the
common people
 The idea or product is
essentially for the
people
 Makes the idea or
product look honest
and trustworthy
http://www.adclassix.com/images/71listerine.jpg
Bandwagon
Suggests that “everybody is doing it” so the audience should too. This
plays on our desire to be a part of the group but it is not logical.
Who’s doing it?
These guys. AKA everybody. And…
So should you!
http://www.posterservice.com/p
osters/8155.jpg
http://www.vintagepbks.com/bonfilswants/mille
r_ad_irisheyes.jpg
Bandwagon
 The argument that everyone else is doing something
or acting a certain way, so the audience should also.
 Used in often consumer ads
Bandwagon
 Appeals to desire to be
apart of a group
 The general idea is that
since everyone is doing
it, the audience should
too
http://web54.sd54.k12.il.us/schools/keller/student/posters.htm
Bandwagon
 Suggests “everybody is doing it”
so the reader should too
Bandwagon
Bandwagon
This add suggests that
everybody is doing it,
so you should too.
These happy girls all
shop at Old Navy.
Don’t you want to
shop at Old Navy and
be happy too?
Bandwagon
Card Stacking
This propaganda technique arises when certain evidence, generally numerical or
statistical, is brought to our attention, while other evidence, equally or even more
pertinent, is suppressed or minimized.
Find the card stacking?
Kidding, kidding. Card stacking can be
found in
One sided statistics
Biased testimonials
http://www.craphound.com/images/cardstacker.jpg
Card Stacking
 Makes many arguments in quick succession against the
opposition
 Serves to overwhelm the audience
 Uses blatant bias
 Using many statistics, testimonials, and facts about the
opposition is often done very effectively
Cardstacking
Card Stacking
 Presents lots of
evidence while
ignoring other data that
may be more pertinent
 Usually uses numbers
and statistics
http://www.copythatclicks.com/sorento.jpg
Other Persuasive Techniques
Either/Or Fallacy:
Either you join a
carpool, or you are
a nazi
This German ad lists
several reasons
supporting eugenics,
ignoring obvious
flaws in the practice
and questions about it
Sex appeal
Subtle
suggestions that
a product will
improve one’s
gender image.
If you smoke
Camel, maybe
you will look
sexy and
beautiful too.
Cuteness factor
The puppies dress
up this product,
attracting the
audience to the ad
and to the
product.
Repetition
The continued repetition
of “Got Milk” programs
into the audiences head
the idea of purchasing
milk.
Snob Appeal
This high class
product is exclusive.
If you purchase it,
you will feel and
look “high class” as
well.
Something For Nothing
This propaganda
technique often offers
special bargains and
discounts that are too
good to be true.
You have the chance
to pick from over 500
cars that don’t cost
very much money!
Science and Statistics Ad
Uses numbers and
scientific jargon to
support product.
This ad is promoted
through scientific data,
and effectiveness at
lowering cholesterol.
Comparison
This uses
competitors image
to put down or to
persuade that the
other product is
better.
Fears and Insecurities
 Appealing to the
audience’s fears of
what could possibly
happen
 Often causes the
audience to act
irrationally
War Examples
U.S. Propaganda from WWII, urging
citizens to increase production. The heads
that appear are those of Adolf Hitler and
Hideki Tojo
A series of American propaganda posters during
World War II appealed to servicemen's patriotism to
protect themselves from venereal disease. The text at
the bottom of the poster reads, "You can't beat the
Axis if you get VD".
World War I
 Woodrow Wilson sought Lippman and Bernays to
help change the people’s opinion in favor of war ( To
join Britain’s side)
The Propaganda Devices in Action
Uncle Sam:
<-Transfer
Direct Appeal->
Calls Tom
Berryhill a weak
candidate
Only reason is
because of his
health- what
about the
politics?
Anti-Nazi War Poster:
FEAR and
INSECURITIES
Another Anti-Nazi poster:
Ad Hominem:
Hitler is an absurd
character
Humour->
Transfer: President Bush is associated
with the patriotic images of the flag and
of soldiers.
Glittering Generalities:
Bush will do anything to
win
Fear and Insecurities
Name Calling:
President is a Vampire
Propaganda Remix Project
Examples of Propaganda
Examples of Propaganda
Adbusters
Examples of Propaganda
Propaganda Quiz
 Following this slide are seven examples of propaganda.
Pick which example demonstrates a term shown in this
presentation.
 Each of the seven terms will be used once
 Following each picture is an answer and explanation of
the term demonstrated
Propaganda Quiz
Answer
 Cardstacking: This advertisement only presents the “fun”
part of smoking rather than the whole case. It ignores the
side effects smoking has on your health.
Propaganda Quiz
Answer
 Testimonial: Michelle Kwan talks about the merits of a
good soap.
Propaganda Quiz
Answer
 Bandwagon: This advertisement invites you to join the
drove of people who are going to see this movie.
Propaganda Quiz
Answer:
 Name Calling: This political cartoon calls Newt Gingrich
a “crybaby”.
Propaganda Quiz
Answer
 Plain Folks: This is supposed to depict the familiar event
of praying with your family around the dinner table.
Propaganda Quiz
UNCLE SAM AS A PEACEMAKER- 1896
"I've just settled my quarrels at home, and you fellers will find I'm
ready to attend to you, if you don't keep quiet."
Answer
 Transfer: Uncle Sam favorably represents the will of the
United States.
Propaganda Quiz
Answer
 Glittering Generalities: This want ad is all inclusive and
non-specific. It makes a general call for “people to make
a difference”; no required qualifications are given in the
ad.
Examples of Propaganda Posters
Websites of Interest
 Center for Media and Democracy:
prwatch.org
 spinwatch.org
 WWII propaganda leaflets:
http://members.home.nl/ww2propaganda/
 War, Propaganda and the Media:
http://www.globalissues.org/HumanRi
ghts/Media/Military.asp
 propagandacritic.com
 adbusters.org
 US Central Command
(CENTCOM) archive of
propaganda leaflets dropped in
Iraq: centcom
 Collection of 400 WWI & WWII
posters:
http://fax.libs.uga.edu/wwpost/
 Dr.Seuss Goes to War:
http://orpheus.ucsd.edu/speccoll/dspoli
tic/