Name Calling as Propaganda
By: Jeri-Nichole
To keep ideas and products fresh, advertisers come up with new ways to appeal to the public. In Ann McClintock’s essay, “Propaganda Techniques in Today’s Advertising,” she highlights that today’s advertising is filled with propaganda. According to McClintock, propaganda is an effort to affect someone’s thoughts without concern to right and wrong. Propaganda is not necessarily based upon what is true or untrue, but upon what propagandists want consumers to believe. Name-Calling is used as propaganda most times in politics and during wartime. What people do not know is that it can also be associated with today’s modern advertisements. “Name-Calling,” is a propaganda technique used to jade a consumer’s or party’s opinion by using charged words to describe its adversary.
Upon hearing the word propaganda, most people, including myself, might associate it with WWII and the wartime propaganda. The American propagandists needed to persuade the American people to get involved with WWI and WWII (thinkquest.org). By using words like “patriotic” or “Hitler,” they would stir up people’s fears or emotions to get them involved in the war effort. In this WWI poster, the U.S Food Administrations use the word “patriotic” to get the people to join the food ration effort. In order to be successful in this war, the American people needed to work together. This did not only mean make an army, but also supplying their armies. To do this, they would ration food and materials so there would be enough for the soldiers. “Be Patriotic, sign your country’s pledge to save the food,” this automatically implies that if one does not sign the pledge, they are automatically not considered patriotic. By using a positively charged word as “patriotic,” the U.S Food Administration new that a person reading that would feel compelled to do it. The food administration new that by using such a word, one that everyone considered themselves to be, or wanted to be, it would give the extra push to make people agree to the pledge. Unfortunately, the measure of someone’s patriotism cannot be based upon signing a pledge. According to Merriam-Webster’s dictionary, patriotism is “a strong love for one’s country.” The U.S Food Administration left the American people in a False Dilemma. It was either “Be Patriotic," sign, and love your country, or don’t. The logical fallacy, False Dilemma, and the lack of concrete measurement for true patriotism leaves the U.S. Food Administration’s argument empty, which makes it propaganda.
Upon hearing the word propaganda, most people, including myself, might associate it with WWII and the wartime propaganda. The American propagandists needed to persuade the American people to get involved with WWI and WWII (thinkquest.org). By using words like “patriotic” or “Hitler,” they would stir up people’s fears or emotions to get them involved in the war effort. In this WWI poster, the U.S Food Administrations use the word “patriotic” to get the people to join the food ration effort. In order to be successful in this war, the American people needed to work together. This did not only mean make an army, but also supplying their armies. To do this, they would ration food and materials so there would be enough for the soldiers. “Be Patriotic, sign your country’s pledge to save the food,” this automatically implies that if one does not sign the pledge, they are automatically not considered patriotic. By using a positively charged word as “patriotic,” the U.S Food Administration new that a person reading that would feel compelled to do it. The food administration new that by using such a word, one that everyone considered themselves to be, or wanted to be, it would give the extra push to make people agree to the pledge. Unfortunately, the measure of someone’s patriotism cannot be based upon signing a pledge. According to Merriam-Webster’s dictionary, patriotism is “a strong love for one’s country.” The U.S Food Administration left the American people in a False Dilemma. It was either “Be Patriotic," sign, and love your country, or don’t. The logical fallacy, False Dilemma, and the lack of concrete measurement for true patriotism leaves the U.S. Food Administration’s argument empty, which makes it propaganda.
Name-Calling is normally used in a negative sense. This propaganda technique is mostly used to leave the opponent undesirable. By using demeaning words “name-callers “ try to demean the other views and opinions of others that do not match their own. This can be seen majorly in politics. For example, in an article on Boston.com from the 2008 election, it highlights the uses of name calling in politics. John McCain uses words like “redistributionist” and “socialist” to describe his opponent, knowing that words like these are red flags in American culture. In his statements, John McCain offers no support for his claims.
The 2008 election, as well as other elections, was filled with propagandist’s claims. Some claims may be true, but there is no support to back these claims when the arguments are made. In order to increase or decrease support of a candidate, the ads are there to arise fear and mistrust, just like in the McClintock article. In a John McCain commercial, words like “painful taxes,” “harder on budgets,” and “not ready to lead” are words and phrases that send shivers of dread down American’s spines. In hard economic times like our recent ones, the American people are very cautious and wary around the subject of money. By placing the words “painful” and “taxes” together in one phrase it automatically sends a negative message to those who are watching. When it comes to a presidential election, people want a person who is a natural leader. When the ad claims that Obama is “not ready to lead,” it puts doubt into the minds of the voters. These words do exactly what they are meant to do; they cast a dark light upon the candidate, influencing their opinions by their feelings, but not by showing them the facts.
The 2008 election, as well as other elections, was filled with propagandist’s claims. Some claims may be true, but there is no support to back these claims when the arguments are made. In order to increase or decrease support of a candidate, the ads are there to arise fear and mistrust, just like in the McClintock article. In a John McCain commercial, words like “painful taxes,” “harder on budgets,” and “not ready to lead” are words and phrases that send shivers of dread down American’s spines. In hard economic times like our recent ones, the American people are very cautious and wary around the subject of money. By placing the words “painful” and “taxes” together in one phrase it automatically sends a negative message to those who are watching. When it comes to a presidential election, people want a person who is a natural leader. When the ad claims that Obama is “not ready to lead,” it puts doubt into the minds of the voters. These words do exactly what they are meant to do; they cast a dark light upon the candidate, influencing their opinions by their feelings, but not by showing them the facts.
To be fair, I will show both sides of the 2008 election’s name-calling propaganda. In this commercial, the Democratic Party tries to paint a changed McCain. A once honest and patriotic man, they show McCain as being dishonest and negatively transformed by the campaign. To describe his campaign, they use words such as “deception,” disgraceful,” and “dishonest.” These are not words that one will or want to associate with a possible leader of this country. Another side to this name-calling, in this case, could be name mentioning. To some in our country, the name “Bush” is not a very positive term, or when it is used, it is not popular. By sharing the percentage of agreement, whether accurate or not, the public is jaded by the association of the two. By using these words, it causes voters to question what has McCain done to be these words and causes doubt to stir. The viewers hear these negative things and are moved by their feelings, and they are not concerned with the facts. But, accusation after accusation is thrown out without any support or explanation. This may be a successful go at name-calling, and at the same time a successful go at producing propaganda.
Name-Calling is popular in the wartime and politics circles, but it can also be found in everyday advertisements for everyday materials. Even a slightly less charged word will change someone’s opinion about a product. For example, in a Bounty paper towel commercial, they mention bargain brand. Upon hearing bargain, one may hear cheaper or less quality. With this word choice, they are indirectly saying that their brand is better with higher quality materials. Another example, as stated in the McClintock essay, is by saying “foreign” rather than “imported” when it comes to non-native materials. The word foreign has such a derogatory tone to it that when a person hears it, it may change their view slightly. Even though words like “bargain” and “foreign” cast a dark shadow upon the products they are being used to describe, there is no concrete evidence that these products are worse in value or performance. That is why it is propaganda. The “bargain-foreign” brand can be just as good or better as the name brand, but its quality cannot be measured by its title.
Name-Calling is propaganda technique used to smear the opponent’s reputation with his or her audience. It can be used to gather support for an issue, gain opposition against a competitor, and boost one’s product higher than the other brands. The names being used to label a person or a product may not necessarily be true, or able to be proven, which is what makes them propaganda. Name-Calling is invalid when it comes to argumentation because there is no proof when the argument is presented. Statements can be fabricated and some may be true, but we cannot measure their credibility by heresy. By causing fear or producing mistrust, name-calling is a successful way to change another person’s perspective to further boost one’s argument. McClintock refers to the child’s rhyme “names can never hurt me,” but when it comes to advertising, it can.
Works Cited
1. "American Propaganda." ThinkQuest.org. Oracle Education Foundation, 1 Aug. 2011. Web. 18 Oct. 2011. <http://library.thinkquest.org/C0111500/ww2/american/amerprop.htm>.
2. "Bounty Commercial - YouTube." YouTube - Broadcast Yourself. Youtube.com, 17 June 2009. Web. 18 Oct. 2011. <http://www.youtube.com/watch?v=ruIpTQAIbLE>.
3. Columbia Invites You To Save Food -- Border Posters from Zazzle.com. Photograph. Zazzle | Custom T-Shirts, Personalized Gifts, Posters, Art, and More. 7 July 2010. Web. 18 Oct. 2011.
<http://www.zazzle.com/columbia_invites_you_to_save_food_border_poster-228165225641183138>.
4. ""Honor" Ad - YouTube." YouTube - Broadcast Yourself. YouTube.com, 14 Sept. 2008. Web. 18 Oct. 2011. <http://www.youtube.com/watch?v=CK3Y1KPzW9k>.
5. McClintock, Ann. Propaganda Techniques in Today's Advertising. 1998. TS.
6. "Orbit Gum Commercial -Dirty Mouth Test 37 - Cheating Husband - YouTube." YouTube - Broadcast Yourself. YouTube.com, 7 Oct. 2007. Web. 18 Oct. 2011. <http://www.youtube.com/watch?v=9TxVJAkwbqA>.
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9."Propaganda Techniques." ThinkQuest. Oracle Education Foundation, 1 Aug. 2001. Web. 18 Oct. 2011. <http://library.thinkquest.org/C0111500/proptech.htm>.
10. Rhee, Deputy National Political Editor, Foon. "Labels and Name-calling - 2008 Presidential Campaign Blog - Political Intelligence - Boston.com." Boston.com - Boston, MA News, Breaking News, Sports, Video. Boston.com, 28 Oct. 2008. Web. 18 Oct. 2011. <http://www.boston.com/news/politics/politicalintelligence/2008/10/labels_and_name.html>.
1. "American Propaganda." ThinkQuest.org. Oracle Education Foundation, 1 Aug. 2011. Web. 18 Oct. 2011. <http://library.thinkquest.org/C0111500/ww2/american/amerprop.htm>.
2. "Bounty Commercial - YouTube." YouTube - Broadcast Yourself. Youtube.com, 17 June 2009. Web. 18 Oct. 2011. <http://www.youtube.com/watch?v=ruIpTQAIbLE>.
3. Columbia Invites You To Save Food -- Border Posters from Zazzle.com. Photograph. Zazzle | Custom T-Shirts, Personalized Gifts, Posters, Art, and More. 7 July 2010. Web. 18 Oct. 2011.
<http://www.zazzle.com/columbia_invites_you_to_save_food_border_poster-228165225641183138>.
4. ""Honor" Ad - YouTube." YouTube - Broadcast Yourself. YouTube.com, 14 Sept. 2008. Web. 18 Oct. 2011. <http://www.youtube.com/watch?v=CK3Y1KPzW9k>.
5. McClintock, Ann. Propaganda Techniques in Today's Advertising. 1998. TS.
6. "Orbit Gum Commercial -Dirty Mouth Test 37 - Cheating Husband - YouTube." YouTube - Broadcast Yourself. YouTube.com, 7 Oct. 2007. Web. 18 Oct. 2011. <http://www.youtube.com/watch?v=9TxVJAkwbqA>.
7. "Painful - YouTube." YouTube - Broadcast Yourself. Youtube.com, 8 Aug. 2008. Web. 18 Oct. 2011. <http://www.youtube.com/watch?v=FWXqpHEsrxc>.
8. "Propaganda Critic: Word Games Name Calling." Propaganda Critic: Index of Site Dedicated to Propaganda Analysis. Propaganda Critic, 28 Feb. 2011. Web. 18 Oct. 2011. <http://www.propagandacritic.com/articles/ct.wg.name.html>.
9."Propaganda Techniques." ThinkQuest. Oracle Education Foundation, 1 Aug. 2001. Web. 18 Oct. 2011. <http://library.thinkquest.org/C0111500/proptech.htm>.
10. Rhee, Deputy National Political Editor, Foon. "Labels and Name-calling - 2008 Presidential Campaign Blog - Political Intelligence - Boston.com." Boston.com - Boston, MA News, Breaking News, Sports, Video. Boston.com, 28 Oct. 2008. Web. 18 Oct. 2011. <http://www.boston.com/news/politics/politicalintelligence/2008/10/labels_and_name.html>.