Propaganda Technique Definitions

According to the Institute for Propaganda Analysis there are seven main forms of propaganda.

1. Name Calling: The use of negative names to create an emotional response in the audience. A propagandist will use names to discredit an enemy. This type of propaganda is used most often by governments during wartime or political campaigns (mudslinging.) *The most obvious type of name calling involves bad names. For example, consider the following:

 Commie  Pig  Bum  Queer  Terrorist  Racist

Of course, not all name calling words will be so obvious. A smarter propagandist will use subtle words such as:

 Coward  Liberal/Conservative  Radical  ineffective

These words have caused a reaction for you. Consider the power they have when used by a propagandist.

2. Bandwagon: This technique tries to convince the audience to join a cause, group, or consume a product because everybody else is doing it. This is a very sneaky technique because it appeals to the competitive side in each of us. If one side of an issue clearly has a lot more support than the other most people will want to join. We all want to be on the “winning” side. Today this manifests (shows up) as a feeling of not wanting to be left behind, or “Keeping up with the Jones family.” If you feel you NEED that new pair of Air Jordan’s or a video Ipod you have fallen victim the BANDAGON! 3. Glittering Generalities: This is the opposite of name calling. Instead of using negative imagery to create a reaction the propagandist will use positive associations to do the same thing. The propagandist will try to cause you to automatically approve of his or her product or concept by using words you already value. Some words that could be used to cause positive emotional reactions are:

 Patriotism  Honor  Health  Mother  Home

Someone might ask you to do something, “In defense of democracy” and your reaction will be positive, before even knowing what the thing is you are being asked to do, because democracy is something you already value.

4. Transfer: Under this technique the propagandist will try to transfer the authority of a group you already respect and believe in to his or her own cause. For example, if your church approves of a political leader you might be more likely to vote for him because you believe in your church. Transfer is also used for negative connotations, especially during wartime. The government may try to associate the enemy with something you already hate.

5. Testimonial: This is one of the oldest types of propaganda; celebrity endorsements. A celebrity face plugging an idea or product makes that product seem more valuable than others. If Lance Armstrong tells you he drinks Gatorade while racing you will think it is the best sports drink because he is the best cyclist in the world. The celebrities we see in advertising can range from athletes to movie stars to politicians and beyond. All that is required is celebrity.

6. Plain Folks: The concept that the person or product being supported by the propaganda is a regular person. The idea behind this is that people will feel more comfortable when they feel a connection or common bond. An example of this is President Bush publishing the contents of his Ipod, or images of him running with his dog.

7. Card Stacking: This is where facts are given, but only those that support the propagandist cause. Anything contrary to this cause is omitted. Card stacking is often used by the media to sway public opinion. Card stacking can make it very difficult for audiences to get actual accounts of events. This final technique has been identified after the original seven because it has become more frequent.

8. Fear: Fear can be a very useful tool for propagandists in all arenas. You may have seen a television commercial with a woman home alone or possibly with small children, when an armed man breaks in. What do you think this commercial is for? You got it, a home alarm system. The advertisers have used your fear, either as a woman or as a husband who might fear for his wife’s safety when he is not there, to sell their systems!

Politicians use fear all the time; either fear of what will happen if an opponent gets elected during campaigns, or fear of an enemy in wartime. You might be familiar with the “Threat Level” chart in the United States in which color corresponds with threat. This image uses fear in American propaganda.

"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 (the year before he became chancellor)