The document discusses various types of propaganda techniques. It defines 7 common propaganda techniques: glittering generalities, transfer, testimonials, plain folks, card stacking, bandwagon, and name calling. For each technique, it provides the definition, examples of how it is used in advertising or propaganda, and discussion questions to analyze how the technique is employed. The overall document serves to educate about different propaganda devices and how to identify them.

2. What is Propaganda Device?
• A propaganda technique is an improper appeal to
emotion used for the purpose of swaying the
opinions of an audience. The
following propaganda techniques are common.

3. QUESTIONS TO ASK
1. Who is the target audience? What evidence suggests this?
2. What word(s) identifies this advertisement as an example of
Glittering Generalities?
3. How does the layout of the advertisement emphasize the propaganda
technique?
4. How do the font styles, colors, subtext, background colors, props and
photography techniques emphasize the propaganda technique?
5. Is this advertisement effective? Why? Why not?
6. What other observations do you have about the way the Glittering
Generalities technique is used in this advertisement?

4. Types of Propaganda Devices
1.Glittering Generalities
2.Transfer
3.Testimonials
4.Plain Folks
5.Card Stacking
6.Bandwagon
7.Name Calling

5. A. GLITTERING GENERALITIES
• The act of referring to words or ideas that evoke a positive emotional response from
an audience. Virtue words are often used.
• Words of praise for product or person; nice words like goodness or patriotism.
• These are vague, broad statements that will connect with the audience's beliefs
and values. They really don't say anything substantive. Slogans make great
examples. The vagueness means that the implications, though varying for
different people, are always favorable. Think of peace, freedom, justice, family
values, etc.

6. Examples:
1.Things go better with Coke.
2.Find magic in Enchanted Kingdom.
3.Strike up for the new world.
4.Gatorade always win.
5.Freedom security tradition change prosperity.

7. B. Transfer
• The act of relating something or someone we like or respect with a product.
Symbols are constantly used in this form.
• An appeal that helps a person imagine themselves as part of a picture.
• This is an effort to transfer your approval of something you respect and approve
of to another something that the propagandist wants you to approve of. Flag-
waving helps.

8. Examples:
1. Manny Pacquiao train very hard for his fight but he feels pain every
training so he takes Alaxan FR to relieve the pain.
2. Sarah Geronimo have a long black silky hair in taking good care of her
hair she uses Sun silk.
3.Coco Martin loves to drink coffee in giving himself satisfaction he
prefer to use Nescafe.
4. Kris Aquino loves to travel. She wants a comfortable way during her
travel in many places so she prefer Philippine Airlines in travelling
around the world.
5.Kathryn Bernardo have fair skin, she want to achieve a white
complexion so she uses Olay products to achieve it.

9. C.Testimonial
• The use of well known, respected people to endorse a product or
service.
• A famous person recommends a product or a political endorsement.
• When a famous person or a celebrity endorses a certain view, they
testify to the idea or the product. This is an effective propaganda
technique that often works wonders to influence an audience.

10. Examples:
1. Drew Barrymore promoting a Cover girl makeup.
2. LeBron James is promoting the famous fast food place Mc Donald's!
When his fans see this they want to eat it because their favorite NBA
Basketball palayer eats it.
3.Singer Julianne Haugh promoting Wrigley’s Juicy fruit gum they put
famous respected people to advertise things like this so people will
think if my favorite singer chews this gum then I want this also.
4. Serena Williams promotes Gatorade she wants her fans to buy it.
5.Hayden Panefiere is an actress who is trying to convince people to buy
milk.

11. D. Plain Folks
• The use of everyday people to sell a product or service. Speakers in ads appear to
make the person to be one of the people.
• Appeals to regular people and their values such as health, family and patriotism.
• This technique works in a way to establish that the speaker is regular and ordinary
and has the same views and opinions as the people he is appealing to. It creates a
sense of camaraderie between the speaker and his audience which helps build
belief in the idea.

12. Examples:
1. The first example is a everyday baby promoting different
foods.
2.The second picture is about SMITHFEILD HAM...It says it is
America's original CONVENIENCE FOOD.
3.TYSON is advertising to end childhood hunger.
4.A little boy that could be anyone is advertising OREO.
5.SUBWAY has a man promoting them by saying if you eat
SUBWAY you will lose weight.

13. E. Card Stacking
• Strategy of showing the product's best features. Telling half-truths and
emitting or lying about it's potential problems.
• Manipulating information to make a product appear better than it is,
often by unfair comparison or omitting facts.
• This can also be called Cherry-Picking. The propagandist uses only
those facts and details that support their argument. The selected
reasons are used to support the conclusion. You will get misled if you
do not notice that important details are missing. The worst part of
card-stacking is that it can be very difficult to detect if you are not
really knowledgeable about the subject.

14. Examples:
1. Cream silk conditioner can give hair a smooth and silky appearance.
2. During election periods political parties will often gag their loose.
3.Cannons who might pen their mouths and say the wrong thing.
4. A minister of a new church sects sets up in a poor area, feed people
who will listen tells them of how the poor will be saved and so on.
5.A politician just happened to be in town when a new school is opening
so they just stay in, hi jacking the press for their own means.
6.A brand of snack food is loaded with sugar then commercial may
boast that product is know in fat which implies that is also low in
calories.

15. F. Bandwagon
• Influencing people by telling then how everyone is using the same
product or is true to the same ideology. This encourages people to take
the same course of action.
• Attempts to persuade the target audience to take a course of action,
"Everyone else is taking." "Join the crowd." This technique reinforces
peoples natural desire to be on the winning side.
• An appeal to be part of the group.

16. Examples:
1. Pepsi commercial that pushed forth the slogan “ the choice of a new
generation.”
2. On the commercial you see that as one person takes out their phone another
person does until everyone in the balcony has a 7 mobile phone out to capture
dancing. This commercial would make viewers think that everyone in the dance
is supporting T-Mobile.
3. In the state farm commercial state confusion it shows everyone waling around
with various items, the mans wife calls the insurance company and asks why his
husband has a lot of stuffs and he responds by telling her how she saved money
and that most people who switch to state farm save on average 480 dollars.
4. In a commercial of Proactive skincare it uses assertation “America’s #1 skin
care product” to group proactive with the entire country.
5. An ad of Macs that says “real mean use Macs” this is bandwagon because it is
saying that men should be own Macs or else they wont be “real” men.

17. G.Name Calling
• The use of names that evoke fear or hatred in the viewer. This
technique links a person or idea to a negative symbol.
• Trash-talking another product or person.

18. Example:
1.Pepsi – very subtle – nothing negative is said, but it is
implied that Coke’s only value is to use it as a stepstool
to get to the better product.