When writers seek to convince, persuade or otherwise change other people's minds, the language they use is extremely important. If you pay attention to the words they use, you will be able to figure out their intentions. Sometimes writers use objective language (facts, statistics, and reliable information) to illustrate their point. Other times they use techniques that appeal mainly to emotions instead of logic or reason. This is called propaganda. Scare tactics and stereotyping are forms of propaganda; so is an attempt to get you to do something or buy something or buy something by suggesting that “everyone is doing it.”
In evaluating any piece of persuasive communication, “read between the lines” and try to figure out how you are being persuaded. As you read a persuasive selection, look for ways the writer tries to sway your opinion. Some of the most common techniques follow.
Bandwagon:
The "bandwagon" approach encourages you to think that because everyone else is doing something, you should do it too, or you'll be left out. The technique embodies a "keeping up with the Joneses" philosophy.
Name Calling:
This technique consists of attaching a negative label to a person or a thing. People engage in this type of behavior when they are trying to avoid supporting their own opinion with facts. Rather than explain what they believe in, they prefer to try to tear their opponent down.
Glittering Generalities:
Words that are patriotic, attractive, or catchy but don’t really say anything
Stereotyping:
This technique uses commonly held but oversimplified or unfair images of a group to make a point.
Testimonial:
This technique is easy to understand. It is when "big name" personalities are used to endorse a product. Whenever you see someone famous endorsing a product, ask yourself how much that person knows about the product, and what he or she stands to gain by promoting it.
Snobbery:
This technique tries to make people think that they can be better than others by acting or thinking a certain way.
Guilt by Association:
This technique implies that if you’re a friend of a person who did something bad, you are probably guilty, too.
Scare Tactics:
These are tactics that describe “possible” negative effects with strong and unsupported images that make people act out of fear instead of reason
Activity 1
Read the following statements. Identify the propaganda technique that is used in each statement.
1. The younger generation is lazy and disrespectful.
2. I saw Jackson
3. Let’s keep America
4. If that new bill is passed, the quality of our schools will decline, our young people won’t be able to compete in the global economy, and our nation will fall into poverty and ruin.
5. Mayor Robbins is a big, dirty crook!
6. You enjoy the finer things in life. Don’t settle for less. Drive the all-new turbocharged 2007 Macura Type ILT.
7. If supermodel Urma Lopiswheat uses Shine Shampoo, you should too!
8. Everybody’s rushing out to see the hot new sci-fi flick, Planet of the Grapes! What are you waiting for?
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