Propaganda Techniques/Tools of Persuasion
Propaganda is a persuasive device that uses emotional tactics to sway opinions. Writers use propaganda to encourage the reader to react emotionally instead of logically. It can be aimed at getting you to vote for a particular candidate, support a cause or belief, or buy a special product. It can also be used to persuade you not to vote for a particular candidate, support a cause or belief, or buy a special product. Propaganda will use lies to convince someone. Persuasion tries to convince someone with different techniques, but does not lie.
v Name calling- The use of negative words to attack a person or group.
Example- Jiffy’s Peanut Butter contains added fat. Buy Kroger
Peanut Butter instead.
v Endorsement/ Testimonial- Famous people endorse a product or idea.
Example-I'm professional football player Marcus Browning, and I use Wash Out window cleaner.
v Bandwagon- You are urged to do or believe something because everyone else does.
Example- Go where the quality is. Shop at Carriage Crossing in Collierville.
v Plain Folks- Ordinary people sell a message. You are to believe that because these people are like you, they can be trusted. Example- As a construction worker, I often get headaches on the job. That's why I use Bayer aspirin.
v Tabloid thinking- It makes you think something is simple because it keeps people from looking at the complicating details.
Example- We don’t get to sit where we want to at lunch because the teachers are mean! They can eat where they choose. Why can’t we?
v Shock tactics and fear- Persuasive techniques that cause people to react out of fear rather than reason.
Example- If the folks elect Mitt Romney, older people won’t have Social Security and poor people will have less food stamps.
v Card stacking- It involves presenting information that is only positive to an idea or proposal and omitting information contrary to it.
Example-A girl goes and tattles on her brother for hitting her and locking her in the bathroom. She does not mention that she took his baseball card collection and sold the good cards last summer, or that she hid his project instructions from him, or that she told Cara at school that he likes her (and he doesn’t!) She only mentions the things that he did wrong. She never mentions her misdeeds.
v Slanted words (loaded words)- Uses words packed with emotion to make people feel a certain way. These words can have positive or negative connotations.
Example- Desoto Central High School is the greatest high school ever built! The students are talented and highly motivated, the teachers are brilliant, and the principal and staff are true visionaries and leaders.
Why did you murder that poor little bug?
v Repetition – Repeating a name, slogan, or product over and over.
Example- Who can you trust? Pat Nelson, because he can get the job done!
Why can you trust Pat Nelson? Pat Nelson can get the job done!
v Association -involves drawing a mental link between a product and desirable qualities of various kinds that may include attractiveness, wealth, success, family, patriotism, or security. Example- Our do-it-yourself gingerbread house kit is as easy as counting to three.7
v Stereotypes- An unfair, oversimplified image of a group as a whole. Example- All elderly people are bad drivers. All blondes are dumb. All kids with glasses are nerdy and smart.
v Air and Rebut- restating an opposing viewpoint and telling why it’s wrong.
Example- I believe kids should study every day. My opponent says kids should spend all day watching television and playing video games. If kids don't study, how will learn?