Overview
This lecture discusses propaganda techniques, their definitions, and examples to help students analyze the intentions behind words and expressions used in advertisements and media.
What is Propaganda?
- Propaganda is spreading information to influence people's feelings or actions, whether the information is true or false.
- It is always biased and can have positive or negative intentions.
- Commonly found in TV commercials, print advertisements, and campaigns aiming to persuade.
Common Propaganda Techniques
- Name Calling: Attacking or trash-talking another product or person to make us reject it without investigation.
- Glittering Generalities: Using vague, positive words (like "natural" or "organic") to make products seem desirable.
- Transfer: Associating a respected symbol or person with a product or idea to boost its credibility.
- Testimonial: A famous or respected person endorses a product or idea, leveraging their reputation to persuade others.
- Plain Folks: Suggesting an idea is good because it's favored by ordinary people or the majority.
- Card Stacking: Highlighting only the positive aspects of a product and omitting negative information (selective omission).
- Bandwagon: Encouraging people to join in because everyone else is doing it, playing on the desire to belong.
Effects and Purposes of Propaganda
- Propaganda manipulates beliefs, attitudes, or actions for specific goals, often commercial profit.
- Advertisements invest heavily to influence consumers to spend money on their products.
Key Terms & Definitions
- Propaganda — Biased information spread to influence feelings, beliefs, or actions.
- Name Calling — Labeling to create negative associations without examining evidence.
- Glittering Generalities — Use of positive but vague words to attract approval.
- Transfer — Linking authority or respect to an idea or product to enhance acceptance.
- Testimonial — Promoting something using endorsements from celebrities or respected figures.
- Plain Folks — Appeal claiming "regular people" support a product or idea.
- Card Stacking — Presenting only favorable information, omitting other facts.
- Bandwagon — Persuading by suggesting everyone else is doing it.
Action Items / Next Steps
- Analyze advertisements or media to identify which propaganda techniques are being used.
- Prepare to discuss examples of propaganda found in daily life for the next class.