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Testimonial

The testimonial device consists in having some loved or respected person give a statement of support (testimonial) for a given product or idea. The problem is that the person being quoted may not be an expert in the field; in fact, he may know nothing at all about it. Using the name of a man who is skilled and famous in one field to give a testimonial for something in another field is unfair and unreasonable.

When celebrities endorse a political candidate, they may not be making money by doing so, but we should still question whether they are in any better position to judge than we ourselves. Too often we are willing to let others we like or respect make our decisions for us, while we follow along acquiescently. And this is the purpose of testimonial – to get us to agree and accept without stopping to think. Be sure to ask, - “Is there any reason to believe that this person (or organization or whatever) has any more knowledge or information than I do on this subject? What does the idea amount to on its own merits, without the benefit of testimonial?”

If we are to be led, let us not be led blindly, but critically, intelligently, with our eyes open. If we are to continue to be a government “by the people”, let us become informed about the methods and purposes of propaganda, so we can be the masters, not the slaves of our destiny.

(Donna Woolfolk Cross. Politics, Propaganda and Doublespeak)

Task5:

Put five questions on the text. Ask your classmates.

Task 6:

Give answers to the following questions

1. What associations do we have when we hear the comments “Oh, that’s just propaganda”?

2. What causes can propaganda be put to work for?

3. How did Joseph Goebbels define his work?

4. What does “name – calling” consist of?

5. How does the author explain “glittering generalities”?

6. What is a “red herring” and why do people use this technique?

7. How do you understand “plain-folks appeal”? Is it the same as “I am one of you” tactics?

8. What explanation does Cross give to “argumentum ad populum”?

9. How about “argumentum ad homminem”?

10. How does “transfer” device work?

11. What is the essence of “bandwagon”?

12. How does Cross define “faulty cause and effect”?

13. Which is a famous example of a “false analogy”?

14. How do you understand “begging the question”/

15. Which example illustrates “the two- extreme fallacy”?

16. Which is the essence of “card – stacking” and which is the best protection against it?

17. How do you understand the “testimonial” device?

18. What, according to Cross, is the most common propaganda trick?

Task7:

The key word from the text is “propaganda.” Use the collocations in the contexts of your own.

Propaganda – information, frequently exaggerated or false information, which is spread by political groups in order to influence the public; usually used to show disapproval.

Synonyms: promotion; indoctrination: inculcation.

Collocations:

Government propaganda broadcast propaganda

Official propaganda propaganda campaign

Party propaganda propaganda war

State propaganda propaganda department

Political propaganda propaganda machine

Religious propaganda propaganda film

Revolutionary propaganda propaganda weapon

Socialist propaganda propaganda purposes

Enemy propaganda propaganda about

Hostile propaganda propaganda against

War propaganda

Task 8:

Give a 5-minute summery of the text.

Task9:

Discussion points:

1. What is propaganda? Who uses propaganda? Why is it used?

2. Which are the main sources of propaganda in your country?

3. Do you think it is necessary for people in a democratic society to be informed about methods and practices of propaganda? Why?

4. In America you can often see slogans like “Proud to be American.” Do you think this is propaganda? Why?

Task10:

Debates

Prepare a speech on the issue:” mass – media should be free of propaganda.” Give arguments “for” and “against.”

Task11:

To be able to understand the propaganda mechanism you need to be able to generate one.

Write a propagandistic letter to the newspaper on any hot political issue.

Unit VIII.

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