The Presidential Debate of 1804 Section IV - The Campaign

Campaign Literature Analysis Worksheet

Directions:  Analyze the literature (pictures, bumper stickers, cards, brochures, flyers, etc.) looking for evidence of one or more of these propaganda techniques.  Evaluate each piece of literature by listing the candidates name, checking the appropriate technique (s) used and giving examples of how the technique was used.

• Card stacking:  Presenting only one side of a situation or using only part of the facts.  
• Glittering Generalities:  Association positive symbols, slogans and vague phases with an idea or person.
• Bandwagon:  Giving the impression that everyone is supporting this issue, or voting this way, and so should you if you want to be like everyone else.  
• Testimonial:  Getting some well-known person to endorse an idea or candidate in an attempt to get a favorable reaction from the public.  
• Transfer:  Shifting the attraction of strong positive symbols or the repulsion of strong negative symbols to some person, group or idea for which they were not intended.  
• Plain Folks:  Pretending to be "Just one of the folks."  Sometimes voters are convinced of the worth of a candidate because that candidate acts "folksy" by using simple English, kissing babies or posing with a fishing rod in their hand.  
• Name-Calling:  Using labels or attaching a negative symbol to someone or something instead of discussing the facts.

Adapted from Decision 2000, the George Mock Election