THE 8 ‘TRICKS’ OF PROPAGANDA
TRICK 1: ASSERTION. The assertion technique involves an enthusiastic or energetic statement presented as a fact (although it isn’t necessarily true). It’s often implied that the statement requires no explanation or back-up and should be accepted without question. Examples of assertion are often found in advertising. Anytime an advertiser tells you their product is ‘the best’ without providing proof they’re using assertion. Assertions, although usually simple to spot, are dangerous, because they often contain falsehood or lies.
TRICK 2: BANDWAGON. The bandwagon technique tries to get you to follow the crowd and join in because others are doing it as well. These days bandwagon has taken on a new twist: it will try to convince you that because everyone else is doing it, you’ll be left out if you don’t. This is, effectively, the opposite of the other type of bandwagon, but it usually provokes the same results.
TRICK 3: OMISSION. The omission technique involves only presenting information that’s positive and leaving out information that’s negative. Card staking is used in almost all forms of propaganda, and is extremely effective in convincing the public. Although the majority of information presented using this approach is true, it is dangerous because it omits important information.
TRICK 4: DIVERSION. The diversion technique involves using words that demand approval simply because an important concept or word is involved. For example, when a person is asked to do something ‘in defense of democracy’ they are more likely to agree (because the concept of democracy has a positive connotation). Terms often used in this approach are ‘honor’, ‘glory’, ‘love of country’ and (especially in the USA) ‘freedom’.
TRICK 5: DOWN WITH THE KIDS. The down with kids technique tries to convince you that the idea or proposal in question is coming from someone ‘just like you’. The propagandist might try to use the accent or slang of the audience, or make deliberate errors in an attempt to create the illusion of sincerity and spontaneity. This technique is usually most effective when used with the diversion technique in an attempt to convince you that the propagandist’s views are similar to yours.
TRICK 6: PRESENTING THE ENEMY. The presenting the enemy approach is made up of a range of techniques designed to pin point and blame an individual person or group of people for a particular event or situation. It usually involves trying to convince you to think about a complex situation in simple terms (like clear-cut right and wrong). It is often accompanied by name-calling and the use of derogatory language in an attempt to inspire prejudice against the targeted party or individual.
TRICK 7: LESSER OF TWO EVILS. The lesser of two evils technique tries to convince you that the idea or proposal in question is the ‘best’ or ‘only option’. It’s often used to convince people of the need for sacrifice or to justify difficult decisions. It’s often linked with the presenting the enemy technique.
TRICK 8: TRANSFER. The transfer approach is probably the most widely used propaganda technique in our society. It basically involves trying to get you to view one item (could be a person, idea or object) in the same way as you view another item. When David Beckham appears in an advert for a brand of marker pens, the advertiser is using this technique to try to transfer your feelings about him to the product (therefore making it more attractive). It seems laughable when you think about it but it is extremely effective.
