Modern Day Propaganda

Sydney O.

Bandwagon Propaganda

The use of bandwagon propaganda is common today. This type of propaganda is especially effective when persuading a person to change their ideas about something or to do something. This type of propaganda is seen in many commercials today where it seems as if everyone is doing the same thing or has the same thing so you should buy it. It is a very important technique since it is in our nature to want to fit in to society’s way of thinking.

The advertisement below is a perfect example of bandwagon propaganda. In the advertisement, it shows dozens of people walking around with seemingly random items including a falcon. After a humorous conversation, the source of the seemingly random objects is the money all the people saved with State Farm. In this advertisement the humor draws in the viewer and they are bombarded with the idea that "everyone saves money with State Farm, and so should you!"

State Farm: State of Confusion (Falcon)

Name-Calling Propaganda

Name-calling propaganda is used everyday in advertisements on TV, through the radio, and in newspapers. This type of propaganda associates a person, action, or object with a negative image. This technique is used to leave the opponent undesirable, so the target audience perceives the other option as the "better" option. Name-calling is extremely popular in political advertisements and political movements today.

In this advertisement, paid for by John McCain during the 2008 election, name-calling is the main technique used against Obama. This advertisement associated the candidate with high taxes on the middle class and small businesses. It uses words like "painful taxes" and related the taxes to your life savings and family. This advertisement antagonizes the presidential candidate and accurately uses name-calling propaganda.


Glittering Generalities Propaganda

This type of propaganda is closely related to name-calling. Except instead of tying a person or object to a negatively associated image, glittering generalities ties favorable and positive emotions with a person or object. This technique is used both in politics and in advertisements every day. They use loaded words like freedom, rights, American, and birthright.

This Levi's commercial uses glittering generalities to persuade the viewer into buying the brand. This advertisement uses loaded words like rich, American, proud, and strong. These words can evoke a since of patriotism relatable to any American.

Levi's Go Forth "America"