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NEWSLETTER |
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PROPAGANDA is a way of conveying ideas rapidly to many people. (It is usually vivid,
emotional, simple, and dramatic.) It is not always bad. Propaganda is often necessary, and
sometimes it is very good.
Webster's New International Dictionary defines propaganda as "Any organized effort or
movement to spread a particular doctrine or system of doctrines or principles."
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NINE TECHNIQUES OF PROPAGANDA
(used especially in advertising and politics)
- CARD STACKING: Using the facts or issues like a deck of cards; taking the one or
few items you want to use, hiding or ignoring the others. (A soap ad stresses purity,
foam, or scent. A cigarette ad emphasizes ease on throats, pleasure, or taste. A
politician dwells on two mistakes his opponent has made and skips the good things.)
Simplified or limited to one item, this method may result in slogans and trade names.
- LOADED WORDS OR SYMBOLS: An emotional word or symbol, good or bad. It is a
short-cut device; we accept or reject it without thought or examination. (Some examples:
Mother, home, love, hate, patriotic, progress; three- dimensional symbols like the flag, a
swastika, the gutter, a hammer and sickle.)
- NAME-CALLING: Calling a person or group a bad name. (Some examples: Communist,
Reactionary, Red, Capitalist, moron, egghead, fellow-traveler.) These Name-Calling words
are usually used emotionally, inaccurately, without proof, and have often ruined
reputations.
- GLITTERING GENERALITIES: A vague, general phrase or statement falls under this
classification. It sounds lofty and good, but it is usually undefined and unproven. ("He is
100% American." "The perfect gift for the one you love " "Not a cough in a carload.")
- TRANSFER: A way of identifying or associating the propagandist's object with an
honored or pleasant symbol, picture, or institution. (The picture of a pretty, glamorous
girl to advertise a certain motor oil, a doctor holding up a particular brand of
toothpaste.)
- TESTIMONIAL: A respected person says a product, idea, or person is good. (A
famous baseball player praises a particular cold cream; a movie star endorses a
president; a college professor is quoted as recommending a new book.)
- PLAIN FOLKS: The method by which the propagandist tries to convince us that his
ideas are good because they are "of the people," of the "plain folks."
- BAND WAGON: The means of making us follow the crowd. Everyone is doing it; why
not you? (It uses phrases like "all real Americans," "all true Romans," "Follow the
crowds.")
- GUILT-BY-ASSOCIATION and VIRTUE-BY-ASSOCIATION: A person is condemned or
praised because of the group he associates with, the people he knows. (A is a communist
because a communist dedicated a book to him. B is the best candidate because he belongs to
a certain church. C is no good because he is of a certain race. D is good because he is of
a certain race. E is a "swell guy" because he belongs to a particular club.)
Questions to Ask in Judging and Evaluating Propaganda
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