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Bibliografa: http://shepherdenglish.pbworks.com/f/AdvertisementAssignment.pdfTypes of Propaganda

There are many techniques commonly used in the dissemination of propaganda. Use this handout

to help you identify different types of propaganda throughout Cold War.

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 should you. The bandwagon approach appeals to the conformist in

all of us: No one wants to be left out of what is perceived to be a popular trend.

EXAMPLE: Everyone in Lemmingtown is behind Jim Duffie for Mayor. Shouldn't you be part

of this winning team?

TESTIMONIAL: This is the celebrity endorsement of a philosophy, movement or candidate. In

advertising, for example, athletes are often paid millions of dollars to promote sports shoes,

equipment and fast food. In political circles, movie stars, television stars, rock stars and athletes

lend a great deal of credibility and power to a political cause or candidate. Just a photograph of a

movie star at political rally can generate more interest in that issue/candidate or cause thousands,

sometimes millions, of people to become supporters.

EXAMPLE: "Sam Slugger", a baseball Hall of Famer who led the pros in hitting for years,

appears in a television ad supporting Mike Politico for U.S. Senate. Since Sam is well known

and respected in his home state and nationally, he will likely gain Mr. Politico many votes just

by his appearance with the candidate.

PLAIN FOLKS: Here the candidate or cause is identified with common people from everyday

walks of life. The idea is to make the candidate/cause come off as grassroots and all-American.

EXAMPLE: After a morning speech to wealthy Democratic donors, Bill Clinton stops by

McDonald's for a burger, fries, and photo-op.

TRANSFER: Transfer employs the use of symbols, quotes or the images of famous people to

convey a message not necessarily associated with them. In the use of transfer, the

candidate/speaker attempts to persuade us through the indirect use of something we respect, such

as a patriotic or religious image, to promote his/her ideas. Religious and patriotic images may be

the most commonly used in this propaganda technique but they are not alone. Sometimes even

science becomes the means to transfer the message.

EXAMPLE: The environmentalist group PEOPLE PROMOTING PLANTS, in its attempt to

prevent a highway from destroying the natural habitat of thousands of plant species, produces a

television ad with a "scientist" in a white lab coat explaining the dramatic consequences of

altering the food chain by destroying this habitat.

FEAR: This technique is very popular among political parties and PACs (Political Action

Committees) in the U.S. The idea is to present a dreaded circumstance and usually follow it up

with the kind of behavior needed to avoid that horrible event.

EXAMPLE: The Citizens for Retired Rights present a magazine ad showing an elderly couple

living in poverty because their social security benefits have been drastically cut by the

Republicans in Congress. The solution? The CRR urges you to vote for Democrats.

LOGICAL FALLACIES: Applying logic, one can usually draw a conclusion from one or more

established premises. In the type of propaganda known as the logical fallacy, however, the

premises may be accurate but the conclusion is not.

EXAMPLE:

Premise 1: Bill Clinton supports gun control.

Premise 2: Communist regimes have always supported gun control.

Conclusion: Bill Clinton is a communist.

We can see in this example that the Conclusion is created by a twisting of logic, and is therefore

a fallacy.

GLITTERING GENERALITIES: This approach is closely related to what is happening in

TRANSFER (see above). Here, a generally accepted virtue is usually employed to stir up

favorable emotions. The problem is that these words mean different things to different people

and are often manipulated for the propagandists' use. The important thing to remember is that in

this technique the propagandist uses these words in a positive sense. They often include words

like: democracy, family values (when used positively), rights, civilization, even the word

"American."

EXAMPLE: An ad by a cigarette manufacturer proclaims to smokers: Don't let them take your

rights away! ("Rights" is a powerful word, something that stirs the emotions of many, but few on

either side would agree on exactly what the 'rights' of smokers are.)

NAME-CALLING: This is the opposite of the GLITTERING GENERALITIES approach.

Name-calling ties a person or cause to a largely perceived negative image.

EXAMPLE: In a campaign speech to a logging company, the Congressman referred to his

environmentally conscious opponent as a "tree hugger."http://en.wikipedia.org/wiki/Institute_for_Propaganda_AnalysisInstitute for Propaganda Analysis

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The Institute for Propaganda Analysis was a U.S.-based organization composed of social scientists, opinion leaders, historians, educators, and journalists. Created in 1937 by Kirtley Mather, Edward A. Filene, and Clyde R. Miller, the IPA formed with the general concern that increased amounts of propaganda were decreasing the publics ability to develop their own critical thoughts. The purpose of the IPA was to spark rational thinking and provide a guide to help the public have well-informed discussions on current issues. To teach people how to think rather than what to think. The IPA focused on domestic propaganda issues that might become possible threats to the democratic ways of life.

Contents

[hide] 1 Publications

2 Success

3 Downfall

4 Assessment

5 References

6 External links

[edit] PublicationsTo get their message across, the IPA distributed flyers, wrote several issues of the Propaganda Analysis Bulletin, and published a series of books, including:

The Fine Art of Propaganda

Propaganda Analysis

Group Leader's Guide to Propaganda Analysis

Propaganda: How To Recognize and Deal With It

The Propaganda Analysis bulletin indirectly targeted the mass public through newspapers, educators, public officials, and opinion leaders, informing them of who controlled and influenced the flow of propaganda through various channels of communications. The IPA directly targeted the presidents and deans of national colleges, bishops and ministers, educational and religious periodicals, and education students by sending out flyers. Also, in an attempt to educate the public about how to identify propagandistic material, the IPA issued a set of methods called the "seven common propaganda devices":

1. Name-calling

2. Glittering generalities

3. Transfer

4. Testimonial

5. Plain folks

6. Card stacking

7. Bandwagon

These "ABCs of Propaganda Analysis" encouraged readers to understand and analyze their own views on propagandistic material in order to promote informed thought provoking discussions.

[edit] SuccessThe IPA proved to be popular having achieved 5,900 subscriptions to its bulletin in the first year. By 1939, the IPA had created flourishing, educational programs which saw high schools, colleges, and adult civic groups engaged in discussions about propaganda. One of the IPAs goals was to gain as much public support as possible and build a credible reputation. This initial success was due to the time periods obsession with propaganda.

[edit] DownfallThe IPA faced many allegations that undermined its purpose. These suggested that the IPA created more of a destructive skepticism than an intelligent reflectiveness. The IPA lost support from many of its publishers and also faced internal conflicts through resignations from its board members and its troubled teachers. The approach of World War II also posed a problem. It would force the IPA not only to examine and criticize the enemys propaganda, but assess Americas use of propaganda as well. The IPA maintains the reason it suspended its operations in 1942 was due to lack of sufficient funds and not the war.

[edit] AssessmentWhile the IPA existed many people sought assistance from the organization through the many publications that were available. The process includes teaching the audience to avoid emotion while being deceived by tainted propaganda. In order to get the facts, the Institutes authors wanted the public to adopt scientific attitudes towards all questions of fact and to accept the conclusions to which they lead as a basis for action whether he [the student of propaganda] likes them or not. [1] The IPA encouraged students to think intelligently and independently on topics to which they discussed. While many hailed the IPA for its guidance, others argued that the approach was too simplistic because many messages fell into more than one category, and they do not account for differences between members of the audience, and do not discuss the credibility of the propagandist.[1] Despite controversy, the IPA was a resource available to American citizens in hopes of enlightening and activating minds to think freely and independently.

www.promonegocios.net/.../propaganda-definicion.htmlDefinition de propagandaDefinition of propaganda

En un sentido general, la propaganda es una importante herramienta de la promocin que sirve para dar a conocer, por una parte, doctrinas, ideas y puntos de vista; y por otra, informacin referente a una organizacin, sus productos, servicios y/o polticas. Todo ello, con la finalidad de atraer adeptos o compradores.

Sin embargo, en un sentido ms especfico, la propaganda tiene diversas definiciones, que de forma conjunta, brindan un panorama ms completo acerca de sus alcances y usos, como se ver a continuacin:Definicin de Propaganda, segn diversos autores: Patricio Bonta y Mario Farber, autores del libro "199 Preguntas Sobre Marketing y Publicidad", definen la propaganda como "el uso de tcnicas de publicidad aplicadas a fines polticos. Se origina en la expresin propagar, que significa difundir" [1]. La American Marketing Asociation (A.M.A.), define la propaganda como "las ideas, informacin u otro material difundido comnmente a travs de los medios (peridicos, pginas amarillas, radio, televisin, etc.) en un esfuerzo por ganar a personas para una doctrina o punto de vista" [2]. Laura Fischer y Jorge Espejo, autores del libro "Mercadotecnia, en su Tercera Edicin", definen la propaganda como "un tipo de publicidad que se realiza en medios masivos de comunicacin para difundir ideas polticas y religiosas" [3].

El Diccionario de Marketing de Cultural S.A., proporciona la siguiente definicin de propaganda: "Forma de diseminar un concepto que apela, tanto al intelecto como a las emociones del pblico al que va dirigido. Debido a la combinacin de sus objetivos es el medio preferido para la comunicacin de ideas, doctrinas, etc." [4].

La Real Academia Espaola, define la propaganda como la "accin o efecto de dar a conocer algo con el fin de atraer adeptos o compradores." Por otra parte, tambin la define como "los textos, trabajos y medios empleados para este fin" [5]. Stanton, Etzel y Walker, autores del libro "Fundamentos de Marketing, en su Dcima Edicin", definen la propaganda como "una forma especial de relaciones pblicas que incluye noticias o reportajes sobre una organizacin o sus productos". Por tanto, "es cualquier comunicacin referente a una organizacin, sus productos o polticas a travs de medios que no reciben un pago de la empresa. Este tipo de propaganda casi siempre consiste en un reportaje que aparece en un medio masivo o en un apoyo dado por un individuo de manera formal o bien en un discurso o entrevista. Esta es sin duda la buena propaganda. Sin embargo, tambin existe la mala propaganda como un reportaje negativo acerca de una empresa o sus productos que aparecen en los medios" [6]. Teniendo en cuenta las anteriores definiciones, planteo la siguiente definicin de propaganda:

La propaganda es, por una parte, un tipo de publicidad que utiliza medios masivos como la televisin, la radio, los peridicos, etc., para difundir ideas, informacin, doctrinas u otros con el objetivo de atraer principalmente adeptos; y por otra, es una forma especial de relaciones pblicas que se utiliza para comunicar informacin referente a una organizacin, sus productos o polticas a travs de medios que no reciben un pago de la empresa, como las noticias o reportajes, con el objetivo de atraer principalmente a compradores. En este punto, cabe destacar que en ambos casos (ya sea como tipo de publicidad o forma de relaciones pblicas), la propaganda apela tanto al intelecto como a las emociones del pblico al que va dirigido para lograr sus objetivos.

Por otra parte, es necesario sealar que existen dos tipos de propaganda: 1) La buena propaganda que va en favor de la organizacin, sus productos, servicios o polticas y 2) la mala propaganda que va en desmedro de todo ello, y que las empresas deben evitar por el impacto negativo que suele tener.

In a general sense, propaganda is an important promotional tool used to raise awareness on the one hand, doctrines, ideas and viewpoints, and other information regarding an organization, its products, services and / or policies. All this, in order to attract followers or buyers.

However, in a more specific sense, propaganda has different definitions, which together, provide a more complete picture of its scope and applications, as discussed below:

Definition of Propaganda, according to various authors:

Patricio Bonta y Mario Farber, who wrote the book "199 Questions About Marketing and Advertising", defines propaganda as "the use of advertising techniques applied to political ends. It originates from the term spread, which means making" [1].

The American Marketing Association (AMA) defines propaganda as "ideas, information or other material commonly spread through the media (newspapers, yellow pages, radio, television, etc..) In an effort to win people to a doctrine or point of view "[2].

Laura Fischer and Jorge Espejo, authors of "Marketing, in its Third Edition, defines propaganda as" a kind of advertising that is done in mass media to disseminate political and religious ideas [3].The Dictionary of Cultural Marketing S.A, provides the following definition of propaganda: "How to disseminate a concept that appeals to both the intellect and the emotions of the audience it is directed. Because of the combination of its objectives is the preferred means communication of ideas, doctrines, etc. ". [4]. The Royal Spanish Academy, defines propaganda as "the action or effect of making known something in order to attract followers or buyers." On the other hand, defines it as "texts, works and means used for this purpose [5].

Stanton, Etzel and Walker, author of "Fundamentals of Marketing, at its Tenth Edition, defines propaganda as" a special form of public relations including news or stories about an organization or its products. "Therefore, "is any communication concerning an organization, its products or policies through means that do not receive a payment from the company. This type of propaganda is almost always an article that appears in a mass medium or a support given by an individual either formally in a speech or interview. This is certainly good propaganda. However, there is also bad publicity as a negative report about a company or product names in the media "[6]. Given the above definitions, I propose the following definition of propaganda:

The propaganda is, first, a type of advertising that uses mass media as television, radio, newspapers, etc., To disseminate ideas, information, doctrines or others with the aim of attracting mainly followers and, secondly, is a special form of public relations is used to communicate information about an organization, its products or policies through means that do not receive a payment from the company, such as news or reports, with the aim of attracting buyers mainly.

At this point, note that in both cases (either as a form of advertising or public relations), advertising appeals to both the intellect and the emotions of the audience it is aimed to achieve its objectives.

Moreover, it should be noted that there are two types of propaganda: 1) Good propaganda that goes for the organization, its products, services or policies and 2) the bad publicity that is detrimental to all, and that Companies should avoid the negative impact that usually have.