Propaganda Types

This technique is often used by governments and politicians to create a more flattering portrayal of their past accomplishments. History is rewritten or remembered incorrectly. For example: When Al Gore was running for President, he claimed he invented the Internet.

• Logical Fallacies

• Reinventing History

• Repetition

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This is the celebrity endorsement of a philosophy, movement, or candidate. In political circles, movie stars, television stars, rock stars, and athletes lend a great deal of credibility and power to a political cause or candidate. Athletes are often paid millions of dollars to promote athletic shoes, equipment, and even fast food. For example: LeBron James endorses his own line of Nike products to show that one of the best athletes of all time uses only the best products.

• Testimonial

• Glittering Generalities

• Slogan

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This technique involves the use of a short, simple, and direct phrase. Sometimes they use rhymes or alliteration. The purpose of this technique is to attach the product or candidate to an easily remembered positive description.

For example: “America Runs on Dunkin’ ” and “I’m lovin’ it”

• Transfer

• Repetition

• Slogan

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Advertisers often use words that stir up certain emotions in us. Sometimes, these words glitter and sparkle to attract our eye. They give a general or vague sense of what they are trying to sell. This type is used for their emotional value, not their logical value.

For example: An advertisement for spring water reads: “Pure, fresh, cold mountain spring water - bottled especially for you in Maine from only our purest mountain springs.” 

• Repetition

• Slogan

• Glittering Generalities

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This technique is very popular among big corporations and political parties. The idea is to present a dreaded circumstance, and usually follow it up with the kind of behavior needed to avoid that horrible event.

For example: Allstate Insurance commercials show images of destruction taking place in peoples’ homes or on their property. The idea that “mayhem” can strike any time and any place illustrates the importance of having insurance “just in case.”

• Name-Calling

• Fear

• Cult of Personality

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Uses symbols, quotes, or images to convey a message not necessarily associated with them. The propagandist attempts to persuade us through the indirect use of something we know and respect to promote his/her ideas.

For example: The Nike “swoosh” is a commonly used and easily recognizable symbol of excellence. Most people don’t even know that the symbol represents the wing of the Greek goddess Nike, the goddess of victory. 

• Transfer

• Glittering Generalities

• Repetition

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This technique uses tests, statistics, and/or information that sound “scientific” to prove that one product or person is better than another. 

For example: “Nine out of ten dentists who tried Colgate toothpaste would recommend it to their patients.”

• Cult of Personality

• Promises

• Facts and Figures

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This technique is the opposite of the glittering generalities approach in that instead of being vague, the propagandist is very specific. Directly ties a specific person or cause to a largely perceived negative image.

For example: When Mitt Romney was running for president, Newsweek Magazine had his picture on the cover with the title “Wimp Factor” and the subtitle “Is he just too insecure to be President?” 

• Glittering Generalities

• Name-Calling

• Cult of Personality

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Technique of repeating a name, number, slogan, or product over and

over so people will remember it.

For example: Many infomercials repeat a brand name or a

1-800 number over and over so people will remember it and call.

• Repetition

• Testimonial

• Facts and Figures

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This technique creates an idealized and heroic public image, often through flattery and praise. Usually associated with dictatorships. By making the individual appear to be god-like and worthy of praise, he or she seems above criticism.  It is fostered through things like statues, songs, and parades.

For example: Images in the form of statues, paintings, and murals all show Kim Jong-un, the leader of North Korea, as a strong and forceful leader.

• Cult of Personality

• Glittering Generalities

• Reinventing History