- Do you find it hard to sort through all the health information on the web and from your friends?
- Are you easily taken in by offers and wonder if they are too good to be true?
- Do you stop listening critically to a health authority when you find yourself agreeing with what he says?
- Do you jump on the latest bandwagon – whether it is taking some forgotten vitamin, some exotic super fruit, or other health fad?
I present here a short course in recognizing health information hype, also known as propaganda.
It is based on an internet high school course you can find here. Most of this came back to me from somewhere back in high school.
Do you remember this?
Are you using it?
Propaganda is
the spreading of ideas or information for the purpose of helping or injuring a cause or person.- intended to make us accept or approve something without looking closely at the evidence.
- appealing emotionally to avoid critical thinking.
Recognizing propaganda
- saves you money
- assists you make better decisions
- helps distinguish between fact and opinion
- aids you in persuading others
Types of Propaganda
Testimonial
The use of well-known respected people to endorse a product or service.- The intended effect is for you to identify with the person and accept their opinion or belief as yours.
- The use of intensely emotionally appealing words associated with highly valued concepts carry conviction without supporting information or reason.
- Often sports stars lend their name to sports products.
Ask yourself
- Separate from the appeal of the celebrity, what are its merits?
- What are the facts? Find the supporting information or reason.
- What are they trying to cover up with this approach?
Glittering Generalities
Words or ideas evoke a calculated positive emotional response from you. The words can be vague and suggest different things to different people, but always have a favorable connotation. Examples:
- Virtually, More, New
- Low fat, Better, Pride
- Honor, Peace, Happiness
- Prosperity, Freedom
Ask yourself
- What does the glittering word actually mean?
- Does the real meaning of the word have a legitimate connection with the idea or product?
- Leaving that word out, what are the merits of the idea or product?
- Is this an idea or product which serves my best interests or is it being sold through the idea of what the glittering word would give me?
Transfer
Transfer involves relating something we like or respect with a product. Lots of times symbols are used.
- An American flag represents our nation. Politicians use the flag in their campaigns.
- In commercials, actors in white lab coats tell us their brand is better. Doctors wear white coats. We respect doctor’s opinions.
Ask yourself
- Simply, what is the speaker proposing?
- What is the meaning of the symbol that the speaker is seeking to transfer authority or prestige?
- Is there a legitimate connection between the symbol and the advertised item?
- What are the merits of the item by itself? Does it hold merit by itself?
Plain Folks
This approach uses ordinary people to sell a product or service, appearing no different than you or me. This appeals to people who resent or distrust unfamiliar or intellectual speech, words or mannerisms.
Ask yourself
- Separate from the appeal of the common person, what are its merits?
- What are the facts?
- What are they trying to cover up with this approach?
Bandwagon
Take a course of action “everyone else is taking.” This appeals to your natural desire to be on the winning side. No one wants to be left out of a popular trend.
Ask yourself:
- What is the evidence for and against the course of action?
- Disregarding what others are doing, is this right for me?
Name Calling
Linking a person or idea to a negative symbol evokes fear or hatred. This can evoke aversion from the “enemy” who opposes the advertiser. Examples:
- Fascist
- Bum
- Radical
- Toxin
Ask yourself:
- What does the name mean?
- Does the person or idea have a legitimate connection to the meaning of the name?
- Is something which would serve my best interests being dismissed with a negative name?
- What are the merit of the idea or person aside from the name?
Card Stacking
This includes showing the product’s best features, telling half-truths, and omitting or lying about potential problems.
This is wide-spread in the advertisements of prescription drugs.
As well, this happens with the approval of drugs, such as Celebrex.
Now Put It into Practice
Consider all these techniques, and where you encounter them throughout the day.
- Celebrity testimonials?
- Glittering generalities?
- Relating to something you like or respect?
- Ordinary people can do it.
- Get on the bandwagon!
- Making it the enemy.
- Half-truths or lying.
