Propaganda Techniques

Media has different purposes: to entertain, inform and persuade. Propaganda is one way media persuades the audience to believe in something or to do something (like buy a commercial product). Listed below are the different types of commonly used propaganda techniques. When critiquing a commercial product you want be aware of the type of propaganda the company is using to persuade the people to buy the product.

1. Name-calling: Getting the audience to disapprove of an action or idea by suggesting the idea is popular with groups, hated, feared, or held in contempt by the target audience. That other brand uses chemicals in its product!

2. Glittering Generalities: Use of intensely emotionally appealing words so closely associated with highly valued concepts, beliefs, and patriotism that they carry conviction without supporting information or reason. Words often used in this are family, American, freedom, beautiful, happy, etc. Coca Cola, Open Happiness.

3. Endorsement and Testimonial: Using the testimony or statement of someone to persuade to think or act as he or she does. LeBron James trusts his feet to only one shoe when he is playing ball: Nike.

4. Plain Folks: Using “regular” people just like you and me to sell a product. I’m just a regular person just like you who buys this cereal and I’m telling you it is a great cereal!

5. Card Stacking: Telling only the positive things about a product and omitting any information that might portray the product in negative way. Only 2 grams of fat per serving!

6. Bandwagon: This promotes an “everyone else is doing it, you should too” appeal. Four of five Americans use this toothpaste. Shouldn’t you?

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Examples of Propaganda in Media