23/01/2014
1. The Name Calling Device: “Name Calling” is a device to make us form a judgment without examining the evidence on which it should be based.
2. The Glittering Generalities Device: “Glittering Generalities” is a device by which the propagandist identifies his program with virtue by use of “virtue words.”
3. The Transfer Device: “Transfer” is a device by which the propagandist carries over the authority, sanction, and prestige of something we respect and revere to something he would have us accept.
4. The Testimonial Device: The “Testimonial” is a device to make us accept anything from a patent medicine or a cigarette to a program of national policy.
5. The Plain Folks Device: “Plain Folks” is a device used by politicians, labor leaders, business men, and even by ministers and educators to win our confidence by appearing to be persons like ourselves — “just plain folks among the neighbors.”
6. The Card Stacking Device: “Card Stacking” is a device in which the propagandist employs all the arts of deception to win our support for himself, his group, nation, race, policy, practice, belief or ideal.
7. The Band Wagon Device: The “Band Wagon” is a device to make us follow the crowd, to accept the propagandist’s program en masse.
It’s a fascinating essay, then or now.
