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ANIMAL
FARM
BY GEORGE O
RWELL
PROPAGAND
A
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NAME CALLINGUses words with intense negative
emotional appeal to make readers condemn a product or idea without examining the evidence.
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NAME CALLING: When Squealer/Napoleon calls
Snowball a 'traitor', and 'criminal‘
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GLITTERING GENERALITIES
A word or phrase with positive connotations used to create good feelings about a product or opinion, regardless of any evidence.
Example: A brand uses the words natural or organic to appeal to people who want healthy, ecologically sound products.
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GLITTERING GENERALITIES:
Minimus's song for Napoleon/the positives on the farm are all credited to Napoleon
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EUPHEMISM
The substitution of a less offensive word for one that may offend.
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EUPHEMISM
Squealer calls it a 'readjustment' of food instead of a 'reduction
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TRANSFER
An attempt to connect a product, image, or idea with something respected, pleasing, or admired – even though that connection may not be logical.
A TV star who played a trustworthy
family man for many years describes
a building company.
A company or cause identifies
itself with a beloved political
figure of the past.
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TRANSFERSquealer tells the animals to
adopt Boxer's mottos after he died.
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CARD STACKING
Providing only those facts that support the case or product, hoping that the audience will not notice the facts that have been left out.
Example: The debate boils down to just one inescapable fact: The adoption of school uniforms would deny teens their personal freedom.
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CARD STACKING
Squealer lies to the animals about how much food the farm has (when in reality the farm has very little food)
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TESTIMONIALA personal recommendation for a product
or idea often offered by an expert or famous person who may not use or like the product or idea.
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TESTIMONIALAfter Napoleon's purges, Boxer
tells all the animals to work harder.
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PLAIN FOLKS
Promotes a product or service because it is effective and sensible rather than popular -the sort of thing plain folks (regular folks like you ) use or buy.
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PLAIN FOLKS
The pigs working alongside the other
animals/'Comrade'