Propaganda: Unwholesome Food For Thought

Propaganda: Unwholesome Food For Thought


There is a method of persuasion known as propaganda that commonly twists the truth, presents one sided arguments and focuses on influencing the emotions rather than the intellect. Some of the many types of propaganda techniques include the bandwagon, or follow the crowd approach; plain folk, which attempts to connect with the common people; and name calling, a style that embraces derogatory language in an attempt to sway public opinion.

The band wagon approach is evident in many magazine ads and commercials. This technique attempts to convince the public that everyone else is doing it, so those who do not follow suit are nobodies and not worth anything. This type of propaganda is quite shallow because it presents no argument or reason for its foundation. In a full page ad from Glamour Magazine, a glossy lipped seductress stares tantalizingly over the rim of her martini made with Three Olives Cherry Vodka. The red stripe of eye-catching ink along the bottom of the page says, “Drink Sexy.” This picture is screaming with simplicity, the close up of a beautiful girl with a bottle of alcohol hovering beside her bare collar bone. Strands of juicy looking cherries
ope about the model’s neck, a perfect melding of the cherry flavored product and fashion. The message is simple; sexy people drink Three Olives Vodka. This advertisement challenges readers with the question, are you sexy? The model in this ad stares directly into the camera, and it appears that she is looking right at the viewer. Her smoky eye makeup and shimmering bronze skin are both pleasing to the eye; men flipping through the magazine will hesitate and admire her, entertaining the thought that beautiful women will want them if they drink this vodka. Most women have an inherent desire to be sexy and they might imagine that drinking this product will accentuate that. This ad is successful because it sells to an audience desiring to fit in and the wish to attract sexy women or become what the model represents.

Another well-used form of propaganda concentrates on gaining the support of the general public and is referred to as plain folk. This technique uses simple, everyday language in an attempt to influence viewers. Kraft’s Balsamic Vinaigrette Dressing is touted in an ad from Women’s Health which features a middle aged woman leaning against her kitchen table,newspaper in hand. Beneath this scene is the caption, “Michele’s quiet time salad,” and an informal paragraph that lists “fresh greens, straight out of [her] garden; chunks of feta; black olives…” and finally “drizzle with Kraft salad dressing.” The list is followed by the phrase, “two
babies, both sleeping for the entire hour.” This advertisement addresses its readers as if they were neighbors. The salad is simply “Michele’s” and she is a worn out mother of two that takes an hour of “me time.” Kraft is trying to persuade their viewers to “Kraft your salad.” The ad targets parents, especially health – conscious mothers; balsamic vinaigrette dressing is a way to treat oneself, a culinary pat on the back. This page’s background is white and clean, featuring a trim, pajama clad Michele, whose hair is swept back in a casual up do, a perfect example of a
typical modern mom. Michele’s kitchen is a dazzling white, from the high chair supporting a limp stuffed teddy to the curtain sheers on the windows. This gives a
bright, clean feel to the entire picture and restates the fact that Michele is a hardworking parent. A simple close-up of Michele’s salad plate gives even the pickiest eater an urge for crisp, healthy greens with a light, tangy drizzle of vinaigrette. After all, everyone deserves some quiet time.


One of the most popular fast food restaurants, Burger King, has many catch phrases that sometimes involves the use of a propaganda technique known as name calling. This method is frequently used in commercials, advertisements, and speeches where one side belittles the opposing faction by stating one-sided opinions as facts or by attempting to discredit the competition in the minds of the public. During one of Burger King’s many ad campaigns, a billboard featuring the BK WHOPPER © shows a thick, sizzling hamburger and the restaurant chain’s famous slogan, “Have it your way.” After the well-known phrase, a mockery of Mc Donald’s assertion that “Billions [are] served” is added; “We’re proud to say that we serve
individuals, not billions.” Burger King twists Mc Donald’s words into a derogatory statement that suits their own advertising strategy. This ad shows the public that although Mc Donald’s may serve billions of people, Burger King’s focus is on the individual. Aside from featuring a supposedly “flame grilled” beefsteak, Burger King appeals to the public’s senses with the use of their brightly colored logo. The yellow hamburger bun with “Burger King” written in red appeals to the senses; in psychology, red and yellow are hunger colors that stimulate the appetite through
the sense of vision. This billboard appeals to the public by presenting the scenario that Burger King is concerned for the individual rather than Mc Donald’s, which boasts about the number of individuals served.

These are only three of the ten major types of propaganda and a few examples of the thousands of ways these techniques distort much of what people see and hear. Propaganda attempts to manipulate public opinion and colors a large part of the media. It is highly beneficial to be aware of propaganda techniques and what effect they have upon us; while it is natural to be influenced by outside sources, it is important that people are able to think for themselves and use intelligence rather than emotional persuasion in making decisions.