This document outlines seven common propaganda techniques: name calling, glittering generalities, transfer, testimonial, plain folks, band wagon, and high bred mergers. It provides examples to illustrate each technique, such as using emotionally charged labels to describe opponents, appealing to broadly supported values without substance, transferring positive associations between concepts, citing supportive testimonials from famous people, portraying the source as an average person, promoting conformity by portraying dissent as dangerous, and blending multiple techniques to confuse audiences. The overall document analyzes rhetorical strategies and psychological factors used to persuade audiences through propaganda.

1. Propaganda as Persuasion: Seven Techniques
Introduction: Three Concepts
•The Rhetorical Continuum: Information(We like) . . . to Persuasion . . . to
Propaganda (We dislike)
Information Persuasion propaganda
(like) (dislike)
•Modern Science and Rhetoric: SMCR model and the two step flow
perspective
S-M-C-R Model
Source Message Channel Receiver
Two Steps
me media (step one)
(step two) (We check out media messages with friends
and then make up our minds)
me & friends
•Inoculation Theory: Examples--Korean War and Brain Washing, Patti Hearst

2. Seven Propaganda Techniques
 Name Calling
 Glittering Generalities
 Transfer
 Testimonial
 Plain Folks
 Band Wagon
 High Bred Mergers

3. Name Calling
 The Power of Labeling (Stasis Theory)
 Ad Hominum Fallacy (name calling)
 Example: “a business women” why not a business person?
 Example: “Hanna Arendt and the ‘solution’” or euphemisms

4. Glittering Generalities
The use of Virtue Words (Pathos appeals)
Example: Family Values

5. Transfer
•Carry over from one concept to another
•Use of Metaphor both Verbal and Visual
•Example: Clinton and Cartoons

6. Testimonial
•The use of famous people (Ethos appeals)
•Ad Vercundium Fallacy (only one source)
•Example: Charlton Heston speaks for republican party

7. Plain Folks
•“Of the people”
•Source and audience are the same (hides differences)
•Example: Clinton eats at McDonalds

8. Band Wagon
•Conformity
•Fear Appeals (Different is dangerous)
•Example: Homosexuality, etc.

9. Hybrid Mergers
•Blending Techniques
•Try to confuse the audience
•Example: Merging abortion with politics
•Examples: Big lies--Hitler; Limbaugh
Declarations, “that’s me” & simple answers
Time, Buchanan (picture with workers)