Testimonial
The "Testimonial" technique relies on authority and admiration. The essence of this method is to feature a well-known, respected (or even deeply hated) public figure...
Transfer
The "Transfer" technique is an extremely powerful visual and associative propaganda tool. The essence of the method is that the propagandist takes a figure we already know, deeply respect, and...
Euphemisms
The technique of euphemisms is one of the most sophisticated tools of linguistic framing and political communication. It serves a magical function: the propagandist uses words and phrases...
SPARKLE IN GENERAL
In the classic theory of propaganda analysis, “Glittering Generalities” is the perfect counterpart to “Name-Calling.” While the purpose of name-calling is to discredit a good idea or...
Name-Calling
Name-calling is the oldest, crudest, and most effective tool of propaganda. The essence of this technique is to associate a person, group, or idea with a negative symbol...
