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Propaganda Techniques

Mrs. Ts 10th Grade


English

Propaganda
Propaganda involves carefully using
words or pictures in a certain way in
order to influence opinions,
emotions, attitudes, and behaviors.
Propaganda is all around us, in
commercials, in ads, in political
campaigns, in company annual reports,
in press releases, etc.
It can be used for both positive and
negative purposes.

Bandwagon
Involves the argument, Everyone
is doing it, so you should,
too.
In other words, you should jump
into the bandwagon and
think/do/act/look a certain way.
The technique is very much like
peer pressure.

Testimonial
Used when an important person or
famous figure endorses a product or
an idea.
The underlying message is that if
this important person believes
something is a good idea, it must
be.
Commercials often use this technique
when they show a famous person using
a product.

Transfer
The technique of using symbols that pack
a strong punch with their message.
The symbol might be something people
either widely respect or widely despise.
For example, the American flag can stir
strong emotions. Thats why political
candidates try to stand in front of as
many flags as possible. They are trying
to transfer the good feelings people
have about the American flag onto
themselves.

Repetition
Based on the idea, If you repeat
something over and over again, people
will believe it.
Sometimes political candidates accuse
their opponents of having done
something undesirable, and they repeat
the charges in commercial after
commercial.
Whether or not the charges are true,
people often start believing them,
simply because they have heard them so
often.

Plain Folk
Technique that uses ordinary people
or plain folk to gain the
confidence and trust of the audience.
Plain folk fit most peoples image of
decent, everyday people. They speak
in simple, straightforward language
and use common sense.
Plain folk advertising uses words
such as family, children, home, or
neighbors to convey warm, down-toearth, home-like feelings.

A General Summary

Aristotles Appeals

Ethos Appeal to
Authority
Credibility of Speaker to
Audience
At first speakers must
establishethos.
Getting the audience to trust
their moral competence
Demonstrating expertise and
knowledge.

Ethos cont.
Persuasive arguments that
address the readers sense of
right and wrong. They also
rely on the readers belief
that the writer is ethical.
Example:
Drink Coca-Cola because the
corporation donates many of its
profits to local charities.

Pathos Appeal to
Emotion
Persuasion by means of emotional
appeal
Emotional appeal can be
accomplished in a multitude of
ways:
By metaphor
By story
By a general passion in the
delivery

Pathos cont.
Persuasive arguments aimed at the
readers hearts. Emotional appeals
speak to emotions such as fear,
love, sympathy, and pride. On the
negative side, these appeals often
appeal to readers fears based on
stereotypes.
Example:
Drink Coca-Cola because its flavor will
leave you feeling happy and refreshed.

Logos Appeal to
Reason
An argument from reason, that
needs to be logical
Logos normally implies numbers,
polls, and other mathematical
or scientific data.

Logos cont.
Persuasive arguments that speak
to readers common sense and
logic.
Example:
Drink Coca-Cola because it will
quench your thirst.