Political Communications and Media
Interest groups strive to influence public opinion through direct mail or advertisements.
Their goal is to gain members and to convince people of the importance of their causes.
They use propaganda techniques in order to promote their viewpoint or idea.
The following are examples of propaganda techniques:
• Card Stacking: The strategy of showing the product’s best features, telling half-
truths, and omitting or lying about its potential problems.
• Testimonial (Endorsement): The use of well-known, respected people to
endorse a product or service.
• Glittering Generalities: The act of referring to words or ideas that evoke a
positive emotional response from an audience. Virtue words are often used.
• Transfer (Symbols): The act of relating something or someone we like or
respect with a product. Symbols are constantly used in this form of
propaganda.
Common Symbols
The flag represents the nation.
Uncle Sam represents a consensus of public opinion.
A cross represents Christianity.
The Star of David represents the Jewish faith.
• Plain Folks: The use of everyday people to sell a product or service. Speakers
and ads appear to make the person to be “one of the people.”
• Bandwagon: Bandwagon attempts to persuade the target audience to take a
course of action "everyone else is taking." "Join the crowd." This technique
reinforces people's natural desire to be on the winning side.
• Name calling: The use of names that evoke fear or hatred in the viewer. The
name-calling technique links a person, or idea, to a negative symbol.
Directions: Click on the links provided. View each commercial and answer questions
“A”, “B”, and “C”. Make sure you pay attention to the title and the candidate so that you
are reviewing the correct commercial.
1. http://www.livingroomcandidate.org/commercials/1952 (Ike for President; Dwight D.
Eisenhower (R) - 1952)
A. Name two “transfer symbols” that are found in this advertisement.
B. What types of propaganda techniques are being used?
The Bandwagon Name-Calling
Just Plain Folks Stacked Cards
Symbols Endorsements/Testimony
Glittering Generality
C. Is there evidence of bias exhibited by this advertisement? If yes, please describe.
2. http://www.livingroomcandidate.org/commercials/1960 (Kennedy - Debate 2, John
F. Kennedy (D) - 1960)
A. Name two “transfer symbols” that are found in this advertisement.
B. What types of propaganda techniques are being used?
The Bandwagon Name-Calling
Just Plain Folks Stacked Cards
Symbols Endorsements/Testimony
Glittering Generality
C. Is there evidence of bias exhibited by this advertisement? If yes, please describe.
3. http://www.livingroomcandidate.org/commercials/1964 (Peace little Girl “Daisy”;
Lyndon B. Johnson (D) - 1964)
A. Name two “transfer symbols” that are found in this advertisement.
B. What types of propaganda techniques are being used?
The Bandwagon Name-Calling
Just Plain Folks Stacked Cards
Symbols Endorsements/Testimony
Glittering Generality
C. Is there evidence of bias exhibited by this advertisement? If yes, please describe.
4. http://www.livingroomcandidate.org/commercials/1984 (Prouder, Stronger, Better;
Ronald Regan (R) - 1984)
A. Name two “transfer symbols” that are found in this advertisement.
B. What types of propaganda techniques are being used?
The Bandwagon Name-Calling
Just Plain Folks Stacked Cards
Symbols Endorsements/Testimony
Glittering Generality
C. Is there evidence of bias exhibited by this advertisement? If yes, please describe.
5. Consider the techniques that you evaluated for each commercial that you viewed on
Living Room Candidate.com. Which technique(s), from those commercials, would make
you most likely to vote for that candidate? Why?