An overview of popular Propaganda, Persuasion, and Advertising Techniques. Tailored to the use with Animal Farm

1. Propaganda

3. Propaganda
• The manipulation and control of language to
produce “half-truths” or flat out lies in order to
gain support of a person, product, or cause.
• Propaganda often transmits more than one
message, depending on what the recipient wishes
to hear or is told to hear.

4. Propaganda
• It's an essential ingredient in a successful totalitarian
regimes
• Political Propaganda--attempts to gain and keep
support and voters
• Religious Propaganda--The first type of propaganda.
Spread moral and ethical beliefs
• Thought Reform and Brainwashing by cults is an extreme
form of propaganda
• War Propaganda--Emerged with WWI and helped to
win the war by motivating support on the homefront

5. Unproved Assertions
• An enthusiastic or energetic statement presented as a
fact, although it is not necessarily true.
• Saying that something is good or the “best” without
using reasons, statistics, examples, or the
recommendation of competent authorities to support
the assertion.
• "The lowest prices you'll find anywhere!"
• Generalizations and stereotypes are examples
• They often lack support

6. Bandwagon
• Tells the audience they should do something,
buy something, or support something because
other people are doing it too.
• Appealing to a person’s need to belong.
• “Everybody’s doing it.”
• Most people want to
be popular

7. Self-Actualization
Self-Esteem
Love and Belonging
Safety
Psychological

8. Loaded Words and Images
• Words that immediately bring an emotional
response without relying on other research,
statistics, or recommendations.
• Involves the use of transfer
• Using a well known symbol to promote a
product so that people will transfer the
positive feelings they have for the symbol
onto the person or thing being promoted

12. The guarantee of Germany military
strength!

13. This is a satirical
example.
How is it a satire?

14. Fear
• It’s a form of emotional appeal
• Exploit existing fears to create support for a
course of action or proposal
• Often it’s a false dilemma
• Suggest X is the only option… OR ELSE!
• But in reality, there’s likely other options

15. Fear

16. Scapegoating:
Pinpointing the Enemy
• Attributing problems to a particular person,
group, etc. without regard to the truth of the
accusation.

18. Scapegoating—A Common Enemy
Click to view video about
"Creating the Enemy"

19. Ego Tripping
• Sometimes called Snob Appeal:
• A play on our desire for fancy things and the
"good life".
• Jewelry
• Expensive cars
• Perfumes
• Designer clothing
• Accessories

20. Name Calling
• Occurs often in politics and wartime
• It is the use of derogatory language or words
that carry a negative connotation when
describing an enemy.
• Attempts to arouse prejudice among the
public by labeling the target something that
the public dislikes.
• Sarcasm and ridicule in political cartoons or
writings.

22. Name Calling
• Advertisements that show product
comparisons criticizing the competition
• Coke and Pepsi
• Att and Verizon
• Mac and PC
• Budweiser and Miller

23. Slogans
• Simple, catchy words and phrases that stick in
people’s minds but often without giving all the
important details of a person or product.
• "Just do it."
• "Have it your way."
• "Think outside the bun.”

25. The Power Of Slogans
“Support our Troops.”
•Message 1=Support the men and women risking
their lives fighting for our freedoms
•Message 2=Support our policies that sent us to war
and the decisions that got us into the mess
•View Clip
•Noam Chomsky: Slogan Propaganda “Support our
troops”

26. Name Dropping:
Testimonials and Endorsements
• Famous athletes, television and film stars or
other respected personalities promote a
product or a cause, even though they are not
authorities on the subject.

27. Name Dropping:
Testimonials and Endorsements
• Testimonials can also come from less famous
people.
• "I lost 30 pounds on the Nurtisystem Diet!"
• Anyone “testifying” that something worked
for them.

28. Glittering Generalities
• Trying to make some simple, general, product
or idea seem better than it is.
• When a commercial uses flashy colors and
words to gain the attention of the audience.
• Sometimes involves catchy music or an
enthusiastic announcer.

29. Plain Folk
• Trying to appeal to the common values of a
population ie. Patriotism.
• Can also be a type of testimonial
• Using what appear to be normal people
testifying that a product works for them.

30. The guarantee of Germany military strength!

31. Scientific Claims
• Using tests, statistics, pseudo-science and
technical jargon to lend credibility to something.
• "This chair is ergonomically designed for the best
fit!" "Clinically proven!"
• Send the message that they evidence that their
product does what its suppose to do and is the best on
the market at doing that certain thing.
• Scientific evidence makes people more likely to buy in
to the message or product.

33. Propaganda Samples
View this video for examples of the various
techniques mentioned above
Propaganda Collection of Examples