Types of PropagandaName Calling: The use of names that evoke fear or hatred in the viewer. This technique links a person or idea to a negative symbol.
Transfer: The act of relating something or someone we like or respect with a product. Symbols are constantly used in this form. Testimonial: 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. Plain Folks: The use of everyday people to sell a product or service. Speakers in ads appear to make the person to be one of the people. Bandwagon: Attempts to persuade the target audience to take a course of action, "Everyone else is taking." "Join the crowd." This technique reinforces peoples natural desire to be on the winning side. Card Stacking: Strategy of showing the product's best features. Telling hal-truths and emitting or lying about it's potential problems. |
Propaganda in animal farm
The first type of propaganda proposed in 'animal Farm was the speech of Old Major. He was persuading the animals to unite and defeat the humans so that they can live a better life on their own, on their land, on their farm. Old Major used Glittering Generalities to promote his idea of overthrowing the initial dictators on the farm and also teaches them the "Beasts of England" . This song is also a type of glittering generalities and some traces of bandwagon because it evokes a positive reaction from the animals, but it also targets the animals as one to overthrow the humans. (Propaganda Themes, n.d.) The song not only encourages the animals to keep going on, but it also sucks out the individuality from them and keeps them focused on a tasks, which the animals think they will obtain freedom eventually (SparkNotes Editor, 2007).
Boxer's influence
Boxer the horse has always been respected by the animals on the farm for his hard work and "never give up" attitude. Even though he is not promoting Napoleon, but his motto, "I will work harder" and "If Comrade Napoleon says it, it must be right" (Orwell, 1946) is a kind of Plain Folks because he is always supporting Napoleon when everyone is worn out and had given up. This kind of attitude in the crowd not only uplifts the spirit of animals when they think back to their aim after all the labour, but it also consolidates Napoleon and assures the animals that everything was done for their own good. Napoleon may have gained more supporters from Boxer and seems more righteous after the repetitive words that rung into their ears. (Propaganda Themes, n.d.)
Squealer the justifier
Squealer mainly uses card-stacking to promote Napoleon as the righteous leader and justifies or twists the reality for all the animals. The would emphasise that even the tiniest failures would bring the Jones back to the farm. Rather than propaganda, it has a bit of blackmailing and manipulation for them animals to listen to them overall. (Propaganda Themes, n.d.) The use of danger can also let the animals be aware that they can only be protected and safe from humans if they unite and depend on each other.
|
