Persuasion and Propaganda are two key
words that political advertising use to keep consumers engaged and influence
them to certain movements. Both parties, not to mention advertisers and public
relations professionals, have deployed propaganda. Effective propaganda isn’t
about facts and policy, it’s about emotion. In Trumps case, the emotions being
provoked are fear and rage.
Name
Calling: Using words to incite fear and
prejudices and create a negative opinion; or diminish or discredit a person.
Trump: “I have many friends who are; Black, Women, Hispanic, Muslim, Disabled.”
“Get him/her out of here.”
Card
Stacking: Manipulating information to show its
best features. Trump: “I know how to make a deal.”
Glittering
Generalities: Using emotionally appealing words with
no basis to evoke a positive response. It is basically name calling in reverse.
Trump: “ We’re going to build a wall, and Mexico’s going to pay for it.” Trump
proposes magical solutions like a wall along the Mexican border that will keep
out the armies of immigrant who he claims are taking away “American” jobs, and
crime. They appeal to the emotions and are associated with high-minded ideals
and beliefs. They inspire us, yet are usually not accompanied by specifics.
In his closing speech at the Republican
National Convention, Trump repeated at least four times that he was the law and
order candidate, replaying a major theme in the 1968 Nixon campaign. Trump
declared in Fuhrer-fashion: “I alone can fix it.” Hence, his crowd was led to
believe that he, Donald J. is going to fix the system and “Make American Great
Again”, a slogan he puts on the baseball caps that he hands our or sells to his
supporters.
https://www.publicintegrity.org/2016/08/10/20047/analysis-donald-trump-propagandist-chief
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