Propaganda Techniques
Propaganda techniques are tools used to display information in a manner that the audience will have an opinion that is favorable to the particular item or service being discussed. There are seven main propaganda techniques used in a variety of ways to get the results they are looking for.
Assertion is a technique that is common in advertising of products. It involves showing enthusiasm and a testimonial to present information in a manner that expresses that it is fact, when it may or may not actually be. When a product claims to be the best on the market, then they portray it so that the consumer will purchase the item based on that information rather than researching it further. These types of ads are very easy to identify.
One of the most common techniques is the bandwagon; join the group because everyone else is already doing it. It appeals to those who like to follow the crowd. It conveys that an item or service must be good because so many people are using it. It makes you feel as if you are missing out on something. Rather than look at the facts, many people quickly join the crowd.
Card stacking, also called selective omission, and involves only presenting the positive side of an item or service when you know there is more to it. This type of propaganda is allowed because they are not lying about their product or service, only promoting the best aspects of it.
Glittering generalities takes common words and twists them into meaning something more substantial. Such words include honor, glory and freedom. Today, in the United States terrorism is the most common glittering generalities used in political issues.
Have you ever seen your favorite musician on TV advertising the best kind of guitar pick? This is called testimonial. It is having someone with power or influence represent a product in the hopes they too with try it.
Transfer is the technique of trying to get people to take their view of one thing, and attach it to another. It can be used to transfer both positive and negative feelings, depending on the objective at hand.
The lesser of two evils tries to convince us that accepting the product or service is the better of two options available. This technique is common in times of war, to convince the public of the need for their sacrifice for the good of everyone.
Name calling is common in the political arena, used to make the opponent look unworthy. It can also involve pointing out negative aspects of that person’s career or questionable personal choices.
Propaganda techniques are used daily all around us. They happen at home, at work, in the newspaper, magazines, even in our daily conversations. While they can all be influential, it is important to remember to research all aspects of information before making a decision, no matter how the material is presented or who is presenting it.
