Here is a list of propaganda techniques, their definitions, and examples.
| Propaganda Technique | Definition | Example |
| Appeal to Authority | Insisting a claim is true because an expert said it was true, without other supporting evidence. | Don’t Vote, The Sequel |
| Bandwagon | The idea that everyone is doing it, or everyone supports the person/cause, so you should too. | “America” ad from Bernie Sanders |
| Card-Stacking | Manipulating information to make a candidate appear better or worse than they are, often by using unfair comparisons or omitting facts. | “Same” ad from Barak Obama |
| Fear/Scare Tactics | The idea to present a circumstance individuals fear and then present a behavior that is needed to avoid such an event. | 1964 Presidential “Daisy” Attack Ad |
| Flag Waving | Connecting the candidate to nationalism or patriotism, usually through the use of national or patriotic symbols. | “Broken” ad by John McCain |
| Glittering Generalities | The use of a generally accepted virtue to create favorable emotions. Words are used in a positive sense, but they are not focused or specific. The same can be used negatively, so a focus on how a candidate addresses an issue without looking at the specifics or details. | “Windsurfing” ad from George W. Bush |
| Name-Calling/Personal Attack | Ties a person to a largely perceived negative image. Trash-talking a person. Mudslinging or ad hominem attacks. | Ron Paul ad attacking Newt Gingrich |
| Obtain Disapproval | Suggesting a candidate is attached to an action or idea that is popular with groups feared or hated. | “Role Models” ad from Hillary Clinton |
| Plain Folks | A candidate is identified with common people from everyday walks of life. The goal is to make the candidate fit in with the American public. | It’s Morning Again in America |
| Red Herring | Changes the focus of the argument to something unrelated to the claim being made. | We are Better than That!!! ad by Dale Peterson |
| Testimonial | A celebrity endorsement of a candidate. Also, a political endorsement. | New Jersey Democrats Endorse Hillary Clinton |
| Transfer | The use of symbols, quotes, or images of famous people to convey a message not normally associated with them. Usually, this is used to persuade through a patriotic or religious image. | “Celeb” ad by John McCain |
Suggested Sources
Blog on Posters and Elections Propaganda
The Center for Media and Democracy’s PR Watch
The Evolution of Political Ads (video)
The Living Room Candidate–A database for US presidential campaign ads
Logical Fallacies--Information on various logical fallacies