| Term | Definition |
|---|
| Assertion | 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. Any time an advertiser states that their product is the best without providing evidence for this, they are using an assertion. Assertions, although usually simple to spot, are often dangerous forms of propaganda because they often include falsehoods or lies. |
| Bandwagon | 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. 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 don't |
| Card Stacking | It involves only presenting information that is positive to an idea or proposal and omitting information contrary to it. It 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 |
| Glittering Generalities | 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 for 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 |
| Lesser of two evils | technique that tries to convince us of an idea or proposal by presenting it as the least offensive option. One idea or proposal is often depicted as one of the only options or paths |
| Name calling | It is the use of derogatory language or words that carry a negative connotation when describing something. 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 and writings |
| Pinpointing the enemy | This is an attempt to simplify a complex situation by presenting one specific group or person as the enemy. An informed person is much less susceptible to this sort of propaganda. |
| Plain folks | 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 |
| Simplification (Stereotyping) | 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 |
| Testimonials | quotations or endorsements, in or out of context, which attempt to connect a famous or respectable person with a product or item |
| Transfer | It is an attempt to make the subject view a certain item in the same way as they view another, 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 a positive way |
| tone | accent or infliction expressive of mood or emotion |
| inflection | change in pitch or loudness of voice |
| pitch | how low or high a voice is |
| volume | how loud or solft a voice is |
| tempo | how fast or slow one speaks |
| phrasing | how a speech can be divided into smaller parts, adding pauses to create an effect |
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