11 Types of Propaganda and Their Tactics

Propaganda refers to the dissemination of ideas and information with the aim of influencing the attitudes and actions of a particular group or community. Unfortunately, propaganda is often rife with falsehoods and distortions of facts. Some propagandists deliberately manipulate information to further their own agenda, while others present themselves as impartial observers. Despite its negative connotations, propaganda can serve as a persuasive tool by providing a distorted version of events to sway people towards a particular viewpoint or cause. However, it is important to recognize that propaganda is often biased and may be used solely to promote a specific agenda.

Propaganda often employs an emotional rather than rational approach to communicate its message, with the ultimate goal being to shape the audience's attitudes as desired. Unfortunately, the term "propaganda" has a negative connotation due to its association with misleading or deceptive information. However, it's worth noting that propaganda itself is neutral and can be used for positive purposes, such as encouraging citizens to vote or report crimes. In these cases, propaganda is geared towards eliciting an emotional response rather than appealing to one's intellect. Propaganda is utilized across a range of contexts, from advertising products to political campaigns. In the following sections, we'll explore different types of propaganda techniques in more detail.

1) Bandwagon propaganda :

As social creatures, humans are heavily influenced by the society around them. The bandwagon propaganda technique takes advantage of our innate desire to fit in by encouraging individuals to join a particular group. An example of this is the pressure placed on girls to wear makeup before leaving the house.

Companies use propaganda to suggest that girls who do not fit conventional beauty standards will struggle to find employment or a suitable partner. This messaging is intended to create a sense of urgency and encourage conformity by using phrases like "join the crowd" or "trending now" in their marketing tactics. In turn, people may prioritize what is popular over what they actually enjoy, as evidenced by the phrase "trending on YouTube." For example, Maybelline's promotion of their mascara as "America's favorite" implies that anyone not using their product is not part of the majority.

2) Card Stacking propaganda :

Card stacking, originally a term coined in gambling, has become a common propaganda technique. This technique involves omitting certain facts to mislead the audience and present a product as better than it actually is. Cleverly hiding unpleasant details and only advertising the benefits, some companies are guilty of card stacking, such as those who fail to disclose hidden charges on their products.

Card stacking propaganda is a tactic often used by companies to promote their products or services while conveniently leaving out certain details. A prime example of this can be seen with Burger King's recent release of their "low-fat calorie" fries, which fail to address the negative effects of fried foods on one's health. Another company guilty of this type of propaganda is Zomato, an online food app that slyly conceals additional taxes or maximum discount limits when advertising their "50% off on your first three orders" deal.

3) Plain Folk Propaganda :

Nowadays, it's becoming increasingly common for companies to use everyday individuals to promote their products instead of relying on celebrities or well-known faces. The reason for this shift is to create a sense of relatability and accessibility for consumers, demonstrating that the product is used by everyday people like themselves.

This approach has gained popularity due to a growing skepticism towards celebrity endorsements and a desire for authentic, unscripted experiences. For instance, Stayfree's advertisements feature real experiences of regular school-going girls using their sanitary pads. The intention behind this type of advertising is to convey that Stayfree pads are a product for the masses and are used by ordinary individuals.

4) Testimonial Propaganda :

Testimonial propaganda is a powerful marketing tool that leverages the popularity of a well-known celebrity to endorse a product. By doing so, it becomes easier to influence the celebrity's fan-base to become customers. People often trust the opinions of popular figures, and the brand can capitalize on this trust to establish the credibility of their product.

5) Glittering Generality Propaganda :

Marketing tactics often involve celebrity endorsements to influence consumer behavior. Sachin Tendulkar, for instance, endorses Boost, a nutritious drink for children, and his popularity in India makes it easier for people to believe that the drink is healthy for their kids. Additionally, some brands rely on experts, like doctors and engineers, to endorse their products. A prime example of this type of propaganda is Sensodyne toothpaste, which always shows a dentist recommending their product for temporary relief of sensitivity in teeth.

Propagandists often employ emotional or vague statements to sway their audience. Phrases like "we understand you" or "always with you" create positive associations and make products more enticing, resulting in increased sales. Additionally, propagandists may use metaphors, hyperboles, or lyrical language to capture their audience's attention. For instance, McDonald's promotional tagline for their "Iced Mocha" product is "Creamy. Dreamy. Icy. Chocolaty." - a phrase that paints a vivid picture.

6) Name Calling Propaganda :

Name calling propaganda is a tactic that employs negative language to create a damaging impression of a competitor's brand. Unlike glittering propaganda, which emphasizes positive attributes, this approach seeks to undermine the reputation of others. Often, it leads to an advertising battle between rival brands, as they seek to discredit each other's products through their marketing campaigns.

7) Transfer Propaganda :

Some brands choose to criticize certain ideas or practices. For example, a plant-based product company may condemn animal slaughter and discourage fast-food chains. Burger King even ran a well-known advertisement mocking McDonald's Big Mac by comparing it to their own "Whopper" burger.

This approach to propaganda is a clever way to highlight specific qualities of a product, idea, or person and achieve desired outcomes. It can be employed by individuals from various ideologies. Politicians, in particular, often use this tactic by highlighting the shortcomings of their opposition to sway voters in their favor. Similarly, companies take advantage of opportunities when their competitors' products are found to be faulty to promote their own offerings. A prime example of this was when several soft drink companies were accused of containing traces of pesticides, resulting in a sharp decline in sales. Juice companies seized the opportunity to gain business and achieve significant profits.

8) Ad nauseam propaganda :

This marketing technique is commonly used by companies that sell everyday products such as shampoo, hair oil, cooking oil, and face creams. Its aim is to establish a strong presence in the minds of the consumers. Have you ever noticed how certain ads are repeatedly shown on television with the product's name prominently displayed? Later, when you go shopping, you're more likely to choose that product over others because it's familiar to you.

9) Stereotyping propaganda :

The use of propaganda in advertising often involves targeting specific groups within society and exploiting certain traits associated with them. Many companies aim to break down harmful stereotypes through their messaging. However, some advertisements perpetuate negative stereotypes, such as the idea that women are bad drivers or that millennials are insensitive towards older generations. For example, Hero Honda's Pleasure, a women's two-wheeler bike, uses the tagline "Why should boys have all the fun?" to promote the idea that women can also enjoy group outings on their bikes.

10) Appeal to prejudice propaganda :

This type of propaganda preys on the vulnerabilities and insecurities of its audience. Take for instance the beauty industry in India, where girls with darker skin tones are often made to feel inferior and unattractive. Companies that manufacture fairness creams exploit this societal prejudice by promising these girls a lighter skin tone, which they claim will lead to greater success and acceptance.

11) Appeal to fear propaganda :

The use of fear as a marketing tactic is not uncommon, with companies manufacturing products such as cement, bike wheel tires, or insurance policies often employing this type of propaganda. By appealing to consumers' fears, these companies aim to encourage purchases. An example of this is the anti-tobacco campaign launched by the Indian government to discourage the use of tobacco products.

The commercials display actual footage of individuals affected by mouth cancer and expressing regret for using tobacco. By utilizing the "appeal to fear" tactic, the advertisement urges viewers to abandon tobacco use. These are just a few examples of the various types of propaganda frequently encountered in the business world.