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Name calling is a propaganda tactic in which negatively charged names are hurled against the opposing side or competitor. By using such names, propagandists try to arouse feelings of mistrust, fear, and hate in their audiences. For example, a political advertisement may label an opposing candidate a... show more Name calling is a propaganda tactic in which negatively charged names are hurled against the opposing side or competitor. By using such names, propagandists try to arouse feelings of mistrust, fear, and hate in their audiences. For example, a political advertisement may label an opposing candidate a "loser,""fence-sitter," or "warmonger." Depending on the advertiser's target market, labels such as "a friend of big business" or "a dues-paying member of the party in power" can be the epithets that damage an opponent. Ads for products may also use name calling. An American manufacturer may refer, for instance, to a "foreign car" in its commercial-not an "imported" one. The label of foreignness will have unpleasant connotation in many people's minds. A childhood rhyme claims that "names can neer hurt me," but name calling is an efective way to damage the opposition, whether it is another car maker or a congressional candidate.
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