Berdan, Ma. Nerieza B. WFX
2011-79307 Propaganda
Techniques
Assertion:
Assertion is commonly used in
advertising and modern propaganda. An assertion is an enthusiastic or energetic
statement presented as a fact, although it is not necessarily true. They often
imply that the statement requires no explanation or back up, but that it should
merely be accepted without question. Examples of assertion, although somewhat
scarce in wartime propaganda, can be found often in modern advertising
propaganda. Any time an advertiser states that their product is the best without
providing evidence for this, they are using an assertion. The subject, ideally,
should simply agree to the statement without searching for additional
information or reasoning. Assertions, although usually simple to spot, are
often dangerous forms of propaganda because they often include falsehoods or
lies.
Examples: Head and
Shoulder shampoo commercials
Unique toothpaste
Champion detergent
Bandwagon is one of the most
common techniques in both wartime and peacetime and plays an important part in
modern advertising. Bandwagon is also one of the seven main propaganda
techniques identified by the Institute for Propaganda Analysis in 1938.
Bandwagon is an appeal to the subject to follow the crowd, to join in because
others are doing so as well. Bandwagon propaganda is, essentially, trying to
convince the subject that one side is the winning side, because more people
have joined it. The subject is meant to believe that since so many people have
joined, that victory is inevitable and defeat impossible. Since the average
person always wants to be on the winning side, he or she is compelled to join
in. However, in modern propaganda, bandwagon has taken a new twist. The subject
is to be convinced by the propaganda that since everyone else is doing it, they
will be left out if they do not. This is, effectively, the opposite of the
other type of bandwagon, but usually provokes the same results. Subjects of
bandwagon are compelled to join in because everyone else is doing so as well.
When confronted with bandwagon propaganda, we should weigh the pros and cons of
joining in independently from the amount of people who have already joined,
and, as with most types of propaganda, we should seek more information.
Example: Lactum
Pantene shampoo
TM sim card
Card stacking, or selective
omission, is one of the seven techniques identified by the IPA, or Institute
for Propaganda Analysis. It involves only presenting information that is
positive to an idea or proposal and omitting information contrary to it. Card stacking
is used in almost all forms of propaganda, and is extremely effective in
convincing the public. Although the majority of information presented by the
card stacking approach is true, it is dangerous because it omits important
information. The best way to deal with card stacking is to get more
information.
Example: Nido
Memo plus Gold
Multivitamins
Glittering generalities was one of
the seven main propaganda techniques identified by the Institute for Propaganda
Analysis in 1938. It also occurs very often in politics and political
propaganda. Glittering generalities are words that have different positive
meaning for individual subjects, but are linked to highly valued concepts. When
these words are used, they demand approval without thinking, simply because
such an important concept is involved. For example, when a person is asked to
do something in "defense of democracy" they are more likely to agree.
The concept of democracy has a positive connotation to them because it is
linked to a concept that they value. Words often used as glittering
generalities are honor, glory, love of country, and especially in the United
States, freedom. When coming across with glittering generalities, we should
especially consider the merits of the idea itself when separated from specific
words.
Example: election campaign like:
Manny Villar, Ninoy Aquino etc.
Lesser
of Two Evils:
The "lesser of two
evils" technique tries to convince us of an idea or proposal by presenting
it as the least offensive option. This technique is often implemented during
wartime to convince people of the need for sacrifices or to justify difficult
decisions. This technique is often accompanied by adding blame on an enemy
country or political group. One idea or proposal is often depicted as one of
the only options or paths. When confronted with this technique, the subject
should consider the value of any proposal independently of those it is being
compared with.
Example: Tide
detergent commercials
Joy dishwashing liquid
Name calling occurs often in
politics and wartime scenarios, but very seldom in advertising. It is another
of the seven main techniques designated by the Institute for Propaganda
Analysis. It is the use of derogatory language or words that carry a negative
connotation when describing an enemy. The propaganda attempts to arouse
prejudice among the public by labeling the target something that the public
dislikes. Often, name calling is employed using sarcasm and ridicule, and shows
up often in political cartoons or writings. When examining name calling
propaganda, we should attempt to separate our feelings about the name and our
feelings about the actual idea or proposal.
Example: politics commercial like
in election campaigns:
Manny Villar
Pinpointing the enemy is used
extremely often during wartime, and also in political campaigns and debates.
This is an attempt to simplify a complex situation by presenting one specific
group or person as the enemy. Although there may be other factors involved the
subject is urged to simply view the situation in terms of clear-cut right and
wrong. When coming in contact with this technique, the subject should attempt
to consider all other factors tied into the situation. As with almost all propaganda
techniques, the subject should attempt to find more information on the topic.
An informed person is much less susceptible to this sort of propaganda.
The plain folks propaganda
technique was another of the seven main techniques identified by the IPA, or
Institute for Propaganda Analysis. The plain folks device is an attempt by the
propagandist to convince the public that his views reflect those of the common
person and that they are also working for the benefit of the common person. The
propagandist will often attempt to use the accent of a specific audience as
well as using specific idioms or jokes. Also, the propagandist, especially
during speeches, may attempt to increase the illusion through imperfect
pronunciation, stuttering, and a more limited vocabulary. Errors such as these
help add to the impression of sincerity and spontaneity. This technique is
usually most effective when used with glittering generalities, in an attempt to
convince the public that the propagandist views about highly valued ideas are
similar to their own and therefore more valid. When confronted by this type of
propaganda, the subject should consider the proposals and ideas separately from
the personality of the presenter.
Example: Manny Villar’s Campaign
commercials
Simplification is extremely
similar to pinpointing the enemy, in that it often reduces a complex situation
to a clear-cut choice involving good and evil. This technique is often useful
in swaying uneducated audiences. When faced with simplification, it is often
useful to examine other factors and pieces of the proposal or idea, and, as
with all other forms of propaganda, it is essential to get more information.
Testimonials:
Testimonials are another of the
seven main forms of propaganda identified by the Institute for Propaganda
Analysis. Testimonials are quotations or endorsements, in or out of context,
which attempt to connect a famous or respectable person with a product or item.
Testimonials are very closely connected to the transfer technique, in that an
attempt is made to connect an agreeable person to another item. Testimonials
are often used in advertising and political campaigns. When coming across
testimonials, the subject should consider the merits of the item or proposal
independently of the person of organization giving the testimonial.
Example: Sarah Geronimo’s
Commercials (Sunsilk shampoo)
Sharon Cuneta’s Lucky Me
Transfer is another of the seven
main propaganda terms first used by the Institute for Propaganda Analysis in
1938. Transfer is often used in politics and during wartime. It is an attempt
to make the subject view a certain item in the same way as they view another
item, to link the two in the subjects mind. Although this technique is often
used to transfer negative feelings for one object to another, it can also be
used in positive ways. By linking an item to something the subject respects or
enjoys, positive feelings can be generated for it. However, in politics,
transfer is most often used to transfer blame or bad feelings from one
politician to another of his friends or party members, or even to the party
itself. When confronted with propaganda using the transfer technique, we should
question the merits or problems of the proposal or idea independently of
convictions about other objects or proposals.
Bibliography
Lee, Alfred McLung; Lee, Elizabeth
Bryan. Propaganda Analysis. http://carmen.artsci.washington.edu/(subdirectory).
