Propaganda Techniques: Bandwagon, Testimonial, Glittering Generalities, Transfer, Plain Folk

Propaganda is defined by Merriam Webster as information, ideas, rumors, and so forth deliberately spread widely to help or harm a person, group, movement, institution, nation etc. Propagandists often employ various persuasive techniques to achieve their goals. In this article, we will discuss five of these techniques: bandwagon, testimonial, glittering generalities, transfer, and plain folk.

Bandwagon Effect

The bandwagon effect is a psychological phenomenon where people do things or take actions because they believe others are doing them too. This technique relies on convincing individuals that being part of a certain trend or supporting a particular idea makes them more popular or socially acceptable. For example, a political campaign might claim, "Everyone's voting for John Smith; you should too." This creates a sense of urgency, suggesting that there's social pressure to join the masses in support of the candidate. It can also create a feeling of FOMO (Fear Of Missing Out), which encourages people to act quickly to avoid being left behind.

Testimonials

Testimonials involve using quotes from satisfied customers to promote products or services. They can be powerful tools in marketing campaigns, particularly when used strategically alongside other forms of persuasion such as expert endorsements. The testimonials serve to build credibility through the trustworthiness of the speaker, making it easier to convince potential consumers that the product is worth buying.

Glittering Generalities

Glittering generalities are vague yet positive statements designed to evoke emotions. These phrases are meant to appeal to the audience's values, beliefs, or aspirations without providing specific details about what the propagandist actually wants them to believe or do. An example would be a politician saying, "We need to protect our country. We need strong leadership and unity." While the statement sounds like a noble goal, it doesn't specify how exactly this protection would happen under the politician's leadership.

Transfer Technique

Transfer technique involves associating one thing with another to influence attitudes towards the first object. It works on the principle of transference - when people learn something new, they tend to associate it with previous knowledge they have acquired. A classic example is advertising a brand of cereal with a well-known character like Mickey Mouse. By using Mickey Mouse, the advertiser transfers positive associations (e.g., happiness, playfulness) from Mickey onto the cereal, potentially increasing its desirability.

Plain Folk Technique

The plain folk technique borrows its name from Franklin D. Roosevelt's famous phrase "I am just an average American citizen," indicating his attempt to appear down-to-earth and ordinary despite holding high office. In propaganda, the technique aims to make communicators seem 'ordinary' to connect better with their audience. For instance, a politician might say something like "Just like you, I care deeply..." or "My family struggles financially..." to present themselves as relatable.

These techniques, while manipulative, can be effective if applied correctly. Understanding them is crucial for consumers navigating the world of media messages and advertisements, helping them make informed decisions.