Many devices used by the propagandist are based on the principles mentioned above. We enumerate here the most important of them: (i) The name-calling device. The propagandist first arouses the hatred and fears of llie people by describing the supposed or real evils and unfavourable qualities in those groups, States, races, individuals or issues which he wants |o condemn and thus appeals to the people’s fears, hatreds and prejudices by this name-calling or mud-slinging method,
(ii) The glittering generalities. On the other hand, the propagandist aims at winning love, respect and ‘loyalty to his own cause, State, group or race by describing us qualities and ^advantages in such glittering and glowing words and adjectives as to arouse Uhe people’s emotions of love, generosity and brotherhood. For instance, he will often use such words and terms for his own party, cause or virtues, Christian civilisation or the superiority of the white race, “white man’s burden” or civilising mission,
(iii) The card-stacking device. The propagandist knows that some persons are critical of what he says in praise of his party or State and in condemnation of his opponents or their cause, lie seeks to confuse such critical people by the device of stacking such facts •i would evade the issue, while he would resort to falsehood, censorship, Omitting and distorting facts, raising side-issues or new issues, and by under-emphasis or over-emphasis. Thus he confuses those who try to find |put facts and know the real situation, (iv) The bandwagon device. Here the Propagandist tries to tell the people that “everybody is doing it” and thus suggests to every individual that he should also do what others are doing. Imitative instincts of man are usually strong enough to make him conform to the common practice and example of other,
(v) The plain-folk device. Here the propagandist endeavours to impress upon the people that those Whom he is publicizing or praising are not uncommon or strange person but ire just as plain as the common run of humanity. Thus he seeks to create Confidence and we-feeling for the “great man” in the hearts of the common people (vi) The transfer device. Here the propagandist wins the confidence Of the people by referring to some prominent, popular or respected person, fashion or movement. He endeavours to transfer the prestige or sanction of ■He person or thing to in his own programme or party or issue For instance, he wants to sell a kind of soap, he will say that such and such film-star
Iso uses it; if he wants the people to accept the policy of a political leader, e will say that it was also the policy of a political leader, he will say that it vs also the policy of the founder of the State who, of course, is much onoured by the people, (vii) The testimonial device is frequendy used by |C commercial propagandists who quote a widely-known person as saying lit he uses a specific product, e.g., cigarettes or cosmetics. For example, Im-stars are usually shown using a particular brand of soap or shoes etc.
(viii) Righteousness. The trick of showing things in such a way that all ’right-thinking’ people should support their cause without furthei questioning (ix) Transfer. The trick of identifying causes with respectabl* symbols or institutions (culture, communal harmony and peace) to mask hit real motives of war. (x) Selection. The trick of using selected facts which though true may together create a totally false impression, (xi) The big lie To resort to mass propaganda with the belief that the receptiveness of the masses is limited and their understanding negligible, so that they readily fall a victim to the big lie.