Old Major Propaganda Analysis

Since having been taught about the various propaganda techniques that we have learned about in class, I now understand the enormous scope of the techniques’ appeals to their targets. Before this unit, I did not realize how much time and effort is put into capturing the target audiences’ attentions and how each detail of an advertisement or piece of propaganda is tailored to those who are being sold to. From the color scheme to a subjects’ placement on the page, every subtle feature of an ad is carefully thought out and planned to be as effective, both consciously and subconsciously, as possible. Before, I would have never realized that this level of intricacy and functionality was present in the world of propaganda. There are seven propaganda

techniques used in order to appeal to various targets
“Glittering Generalities” are words of praise for a group or idea. An example of this in Animal Farm is the mantra “Four legs good, two legs bad” (34). This quote from the sheep is a glittering Generality because it praises those who have four legs. The generality itself, that all those who walk on four legs are good, is appealing to four legged targets. Not only this, but the phrase is simplistic enough that the sheep can remember it, and that it has the potential to permeate the other animals’ minds as the sheep uncomprehendingly chant it. Through their stupidity and naïveté, the sheep become pawns in Napoleon’s game of public image manipulation by spreading this pathos appeal throughout the farm.
The “Name Calling” propaganda technique is centered around the idea of a group trash-talking another product or person for for their own gain. Squealer often uses this technique, as displayed when he tells the animals, “The plot was for Snowball, at the critical moment, to give the signal for flight and leave the field to the enemy. And he very nearly succeeded– I will even say, comrades, he WOULD have succeeded if it had not been for our heroic Leader, Comrade Napoleon” (81). In this quote, Squealer, under the orders of Napoleon, attempts to make Snowball look bad by smearing his reputation. He does this in order to raise Napoleon’s status, which he also does by painting Napoleon as a hero in his version of events. Through appeals to both ethos and pathos, Napoleon seeks to make himself appear to be an absolute leader, an example of unrivaled nobility, perfection, and wisdom. To do this, the pigs not only speak of Napoleon’s greatness, but also Snowball’s ineptitude and betrayal, not only while he was at the farm, but also any time anything goes wrong since his leaving. This means that Napoleon never has to look bad, and his systems and policies can be completely broken, but no one would know because as far as they are concerned, Snowball is the root of all problems.
An endorsement from a famous person to make a product, person, or idea look better is known as a “Testimonial”.

In his speech to the other animals shortly before his passing, Old Major utilizes this technique, saying, “I do not think, comrades, that I shall be with you for many months longer, and before I die, I feel it my duty to pass on to you such wisdom as I have acquired”(6). Old Major is seen as a role model, and works as a sort of leader or elder on the farm, but he is dying, and seeks to make the other animals rise up against the humans because he feels that humans are evil. To do this, Old Major uses his status as an appeal to the animals’ ethos, endorsing the idea of human inferiority and wickedness to make the other animals want to have a revolution. Old Major reminds the animals of his age and of the wisdom he had obtained in his life before he describes his dream to make sure that the animals listen and act on his story and commands. This means that Old Major leverages his public image in order to make his ideas seem more credible to the other

animals.
When a group seeks to appeal to regular people in order to make them support a product or person, they often use “Plain Folks” propaganda.

Even Snowball uses this form of propaganda when addressing the animals, as he states, “‘Comrades, … it is half-past six and we have a long day before us. Today we begin the hay harvest’”(23). In this quote, Snowball makes himself seem as though he was just as ordinary as the rest of the animals thanks to his use of language. By addressing his subjects as “comrades” and using the pronoun “we”, he makes himself seem equal to the majority. While the animals are truly plain and ordinary, Napoleon is not. However, to more effectively market his ideas and orders, he makes himself seem as though he is. He takes advantage of the pathos appeal; making the others feel more willing to work if they will be alongside such a respectable leader, and feeling that if one of their own is working, they should be,

too.
“Bandwagon” is a propaganda technique that serves as an appeal to be part of the group. This concept is exhibited by “Beasts of England”. This simple song is used to encourage the animals in support of the rebellion. Without a doubt, it gives them the pride they needed to stay strong. As all the animals sing the song, the anthem spreads to other farms where other animals chorus the lyrics, bringing more animals on the bandwagon of the rebellion. Over time, the song becomes the anthem of Animal Farm and is used to lift spirits and pride when the animals become weary. However, the anthem is eventually taken away in suppression of the rebellion due to Napoleon’s attempts to manipulate the farm back into what it was before the rebellion began. Over the course of the song’s use, it serves as a helpful tool in order to make the animals come together as a group, and to change the minds of animals who may not feel a need for a rebellion. It does this through making those animals who don’t agree feel singled out and alone, pushing them to join the group. In short, the song was a rally cry of the rebellion.
Propaganda used to make someone feel as if they are part of a picture, so that they identify with the feelings, emotions, and values of said picture, are known as “Transfer” techniques. This form of propaganda is also used by Squealer, and is displayed when he states, “‘And do you not remember, too, that it was just at that moment, when panic was spreading and all seemed lost, that Comrade Napoleon sprang forward with a cry of 'Death to Humanity!' and sank his teeth in Jones's leg? Surely you remember THAT, comrades?’” (81). None of the animals remember this happening until Squealer creates a picture of the event and says that they should. He uses details to let them know what they should have felt, seen and heard, and language to show that he expected them to remember what he was talking about. Due to this, the animals don’t have to work hard to imagine this scene taking place, and are tricked into believing this mental image is a memory. Since the animals had built such a trust and respect for him, they have little choice but to go along with what he is telling them. Thus, all the animals believe that Napoleon was the one that saved them.
Manipulating information to make a product look good is called “Card Stacking”. An example of this technique is given by, once again, Squealer, when he tells the other animals that the pigs need their milk and apples for their health and in order to do their job, so that he can convince them that the items are a necessity and must go to the pigs. He does this by drowning the animals in reasons, most of which are lies, for the pigs’ demands of apples and milk, both highly sought after luxuries. Squealer gives many reasons for these requisitions, appealing to the other animals through ethos, pathos, and logos alike in order to overwhelm the animals, and make them doubt their claims, while also convincing them that the pigs’ jobs are hard and that the milk and apples are essential. By making the animals feel that it is necessary for the pigs to get the milk and apples, Squealer gives justification to the inequality in the animal’s lifestyles and therefore brings validity to the pigs’ stealing.
Through Animal Farm, George Orwell sought to make his readers understand the effects of propaganda and the evils that it can impose if left unchecked. With characters like Squealer, who spread lies, misinformation, and half-truths, Orwell illustrated how dictators and other world leaders controlled their public image and tricked their populations into supporting them and their policies despite the fact that they had negative effects on those very populations. He showed his readers that using propaganda as a weapon, fear and trickery could be used to build armies.