Propaganda
Propaganda is…
 A message aimed at persuading the opinions and behavior
of people.
 It is generally carried out through media that is capable of
reaching a large amount of people and effectively
persuading them for or against a cause.
Why use propaganda?
1.
To appeal to the credibility or authority/honesty of the
presenter (Ethos)
2.
To appeal to emotions (Pathos)
3.
To appeal to logic and reasoning (Logos)

Although the word propaganda has a negative connotation,
propaganda itself is not necessarily bad.

By understanding the purpose of the propaganda and the
method being used, one can go a long way toward making
effective independent decisions.
History of Propaganda
 Propaganda has grown immensely during the past few
centuries.
 The beginning of radio also saw the beginning of advertising as
we know it today, which is another form of propaganda.
 The invention that has impacted propaganda the most is
television.
 The ability to visually communicate over long distances rapidly
increased both the amount and the effectiveness of
propaganda.
History Continued
 The introduction of the Internet and e-mail has increased
propaganda.
 In an age where we are increasingly bombarded by
propaganda from a variety of media, it is increasingly
important to recognize and understand propaganda and
its effects.
 Dove Commercial
Propaganda Techniques
 Name Calling
 Testimonial
 Plain Folks
 Bandwagon
 Fear
 Euphemism
Name Calling
 Linking a person with a negative name or idea
 Name calling occurs often in politics and wartime
scenarios
 The propaganda attempts to arouse prejudice among the
public by labeling the target something that the public
dislikes.
 Example: “The narrow-minded senator opposes
recycling.”
Name Calling Examples
Testimonial
 A famous person endorses the person or product
 Testimonials are often used in advertising and political
campaigns.
 Example: “Todd Marshall, star of stage and screen, buys
his shoes at Fine Footwear. Shouldn’t you?”
Testimonial Examples
Plain Folks
 A candidate tries to appear like an average, ordinary
person
 The propagandist will often attempt to use the accent of a
specific audience. Also, the propagandist, especially
during speeches, may attempt to increase the illusion
through imperfect pronunciation, stuttering, and a more
limited vocabulary
 When you dress, speak and act like other people, you say 'I
am like you'. When people see you as like them, they are
more likely to like and trust you in return. Once they have
decided that you are trustworthy, they will accept what
you say without question.
Plain Folks Examples
Bandwagon
 Uses peer pressure to make people follow the crowd
 Bandwagon is one of the most common techniques use in
modern advertising.
 The subject is to be convinced by the propaganda that
since everyone else is doing it, they will be left out if they
do not.
 Example: “Every day more buyers are enjoying the
conveniences of catalog shopping.”
Bandwagon Examples
Fear
 Imparts scare tactics to motivate the actions of people
 Fear propaganda is often seen during wartime and during
political campaigns
 If you don’t do this/vote this way, then ___”bad thing”__
will happen.
 By playing on the audience’s deep seeded fears,
practitioners of this technique hope to redirect attention
away from the merits of a particular proposal and towards
steps that can be taken to reduce the fear
Fear Propaganda Quote
“The streets of our country are in turmoil. The universities are
filled with students rebelling and rioting. Communists are
seeking to destroy our country. Russia is threatening us
with her might, and the Republic is in danger. Yes – danger
from within and without. We need law and order! Without
it our nation cannot survive.”
-Adolf Hitler, 1932
Fear Examples
Euphemism
 Replacing an offensive word or phrase with a positive one
 Some euphemism are intended to amuse, while others
intend to give positive appearances to negative events or
even mislead entirely
 Examples: “He passed away.” vs. “He died.” OR “Are you
decent?” vs. “Are you dressed enough for me to see you
without causing us both embarrassment?
 KEY EUPHEMISM IN THE GIVER?
RELEASE