Lecture Notes on Propaganda Techniques

Introduction

• Topic: Propaganda Techniques
• Essential Learning Competency: Analyze the intention of words or expressions used in propaganda.

Definition of Propaganda

• Propaganda: The spreading of information to influence feelings or actions.
• Importance of Truth: It's not crucial if the information is true or false.
• Nature: Always biased, can be negative or positive, often perceived negatively.
• Example: TV commercials and print advertisements are common forms of propaganda.

Common Propaganda Techniques

1. Name Calling

   • Definition: Attacking another product or person to reject or condemn without examination.
   • Example: Comparison between a regular burger and a large burger from a different fast food chain.

2. Glittering Generalities

   • Definition: Using positive, vague words to promote a product or person.
   • Examples: Words like "natural", "organic", or "scientific" in marketing.
   • Critical View: Claims may be misleading (e.g., over-consumption of Coke leading to health issues).

3. Transfer

   • Definition: Associating a product with a respected symbol to make it more acceptable.
   • Example: Using symbols of prestige alongside a product or argument.

4. Testimonial

   • Definition: Endorsement from a celebrity or respected figure to promote a product.
   • Example: Celebrity endorsements (e.g., Manila Mayor endorsing a food product).

5. Plain Folks

   • Definition: Convincing the audience that the idea is good because it reflects their values.
   • Example: Ads featuring ordinary citizens to resonate with the average consumer.

6. Card Stacking

   • Definition: Presenting only positive information while omitting negatives.
   • Example: Marketing fries by highlighting lower fat/calorie content without mentioning unhealthy aspects.

7. Bandwagon

   • Definition: Encouraging the audience to join the majority to avoid feeling left out.
   • Example: The social pressure of using popular products (e.g., iPhones vs. Android).

Conclusion

• Propaganda is a systematic effort to manipulate beliefs, attitudes, or actions.
• Used in media: TV commercials, digital billboards, advertisements aimed at influencing consumer behavior.
• Reminder: Be aware of the techniques used in marketing to make informed decisions.

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