Propaganda Techniques (Emotional Appeals)

Snob Appeal

this is the opposite of "plain folks." The writer claims that an elite few buy the product. Anyone who wants to be better than the average person will, therefore, purchase the item. (using British voices in commercials, "Please pass the Grey Poupon." )

Loaded words

using highly connotative words to describe a person, object, or belief. Glittering generalities use positive, favorable diction while name-calling resorts to negative diction.

Emotional Appeals

writing or images that seek to persuade through emotional appeal rather than through logical proof; written or visual texts that describe or depict using highly connotative words or images--favorable or unfavorable—without justification. (Roger's infatuation with the model's ruby red lips, beautiful teeth, sparkling eyes, and streaming hair made him believe that Colgate is the best toothpaste.)

Bandwagon

another way to avoid using logic in an argument is to appeal to everyone's sense of wanting to belong or be accepted. By suggesting that everyone else is doing this or wearing that or going there, you can avoid the real question—" Is this idea or claim a good one or not?" (Ex. Everyone walked out of the meeting. It was the smartest thing to do.)

Plain Folks Appeal

attempts to portray ideas or persons as being ordinary, simple, working people or thoughts. (Ex. a picture of a politician milking a cow or driving a tractor , kissing a baby. A portrait of the American Gothic with advertising)

Name-Calling

giving a bad label to an idea or person without looking into facts. (Ex "My parents are old-fashioned." "He's a red pinko commie." "He's a geeky nerd.")

Glittering generalities

giving a good label to an idea or person without examining the facts. (Ex. democracy, patriotism, latest fad, school spirit)

Testimonial

if the testimonial or statement comes from a recognized authority in the field, great. If it comes from a person famous in another field, beware. (Ex. Sports hero: "I've tried every cold medicine on the market, and—believe me—nothing works like Temptrol.")

Card stacking /Half-Truths

selecting only those facts that will support the case or omitting those that might damage it. This is telling the truth, but not the whole truth.