PERSUASIVE PROPOGANDA

DEFINITION
Organized effort to persuade large numbers of people about the truth of an idea, the value of a product, or the appropriateness of an attitude. Sometimes it is done via manipulation, distortion or omission of facts. It is widely used in political campaigns, advertisements, news and comemrcials

WHAT IS IT?
Propaganda isnt a form of communication which simply seeks to inform It is both directional (because it often seeks to get people to act in some fashion) It is emotional (because it seeks to condition certain emotional reactions to specific situations). It appeals to prejudices, hatred, fears, aspirations and traditions.

EXAMPLES
the

government uses the media in an organized and deliberate way to get people to believe that a war is necessary for their safety, thats propaganda. When a corporation uses the media in an organized and deliberate way to get people to think that a new type of razor is better than the old, thats propaganda. Finally, if a private group uses the media in an organized and deliberate way to get people to adopt a negative attitude towards immigrants, thats also propaganda.

DIFFERENCE BETWEEN PROPAGANDA AND ARGUMENT

The key difference here is that while an argument is designed to establish the truth of a proposition, propaganda is designed to spread the adoption of an idea, regardless of its truth and always in a onesided manner.

IS PROPAGANDA BAD?
Because

propaganda is concerned with spreading the adoption of an idea regardless of its truth, people are much more likely to look upon it skeptically. Despite the fact that most people dont do a great job at critical thinking, they do still care about the truth and think that others should as well. If they believe that some organization is pushing an agenda without regard for the truth, theyre going to have a negative reaction.

STRATEGIES
They will create posters and messages via media. Contents usually have persuasive languages and flawed logic in order to influence the minds of common masses. They rely on information overload so that a person will process information quickly, taking short cuts.

CHARACTERISTICS OF PROPAGANDA
Appeal to your emotions or sentiments. Capitalise on the ambiguity of language. Bending the rules of logic Omission or distortion of facts. Has an intention in mind.

STRATEGIES FOR PROPAGANDA False connection Transfer Logical Fallacies Testimonial device Unwarranted extrapolation Word Games- Glittering Generalities Name calling Band wagon Plain Folk Fear

PROPAGANDA TECHNIQUES
Name calling -Names of words used to create a specific meaning, positive or negative, about a person or item without supporting evidence -Uses positive, lofty language to describe a small thing or idea. - Make vague or empty promises without giving much details urges others to do what everyone else is doing. Makes you think you will be left behind the in crowd if you dont have this item or this thing Connects to the common people to gain support. Uses either people unknown to the general population or someone well known appearing as a common everyday person. Stereotypes Insults Used with sarcasm in tone of voice Sounds too good to be true Fantastic promises Peer pressure Associate guilt and negative images with not doing what everyone else is doing. Famous people doing everyday things Well known person returns to his root.

Glittering Generalities

Bandwagon

Plain-folks talk

Testimonial

The person speaking is well known within the community May be positive or negative Only tells one side of the truth A well known person using a product

Principal recommends a book to students Celebrity advertises products Issues presented unfairly Other side is left out An inferred message that you will achieve status. Famous person attached to bad habit Shows support to country, state or city School spirit, team spirit. Using scientific credibility to promote products. Using govenrment endorsement to advocate ideas. Barack Obama was born and spent time in Indonesia. Most Indonesians are Moslems.

Card stacking Prestige identification

Flag waving

Invokes a feeling of patriotism connected to a product, film or a character. To transmit authority over to a certain product or an idea.

False connection transfer

Bad logic

To create false logical premises to advocate an idea. it is effective especially if the readers do not take time to

BANDWAGON
persuasive technique that invites you to join the crowd. Everybodys doing it! Often uses weasel words

Everyone in Auburn is supporting Bob Riley. Shouldnt you be part of the winning team?

TESTIMONIAL
Statement endorsing an idea/product by a prominent person. Product does not have to be related to stars field. Commonly uses musical artists, sports giants, actors/actresses

PLAIN FOLKS
Identifies

product/idea with a locality or country Practical product for ordinary people.

Like a good neighbor

PATRIOTISM
Purchase

will display love of country. Person will financially help the country.

built

American tough

GLITTERING GENERALIZATION
Connotation implied to create positive impact. Statement jumps from a few cases to all. Glittering because its falsely attractive Often used by politicians Uses a positive connotation to encourage audiences to accept the product or person without examining the evidence.

Have it your way!

This slogan implies choice which is a founding principle of democracy.

TRANSFER
POSITIVE FEELINGS/DESIRES ARE CONNECTED TO A PRODUCT/USER. TRANSFERS POSITIVE FEELINGS WE HAVE OF SOMETHING WE KNOW TO SOMETHING WE DONT. THIS TECHNIQUE RELIES HEAVILY ON SYMBOLISM.
*Love/ Popularity *Fame *Wealth *Power

During the Kerry vs. Bush campaign an e-mail through the internet showed similar physical characteristics between John Kerry and Frankenstein.

NAME - CALLING
A way of smearing an opponent Intent is to damage opponent It also arouses suspicion of opponent Intention is to create a seed of doubt Used by politicians and product companies

In a campaign speech to a logging company, the Congressman referred to his environmentally conscious opponent as a "tree hugger."

STRENGTHS OF PERSUASION THEORY. BENEFITS

The main advantage of Persuasion Theory is that it offers cost-effective approaches for various uses. It can help in many different kind of situations: from resolution of conflicts to solve organizational, advertising, sales and marketing issues, but can also help in interpersonal relationships.

LIMITATIONS OF PERSUASION THEORY. DISADVANTAGES

1) Persuasion is most effective when a communicator builds on existing values and beliefs. The attempt to change people's values or create new ones has proven to be highly ineffective. It is often impossible to radically transform an existing culture. 2) Since persuasion is predominantly utilized in newspapers, radio, television, education and arts, those who dont enjoy these tools are less likely to be persuaded.