.-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-
 / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \
 `-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'
                        
.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-
 \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / /
  `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`
    
.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   
 \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ 
  `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`
NAME CALLING
  .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-
 / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \
 `-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'
    
.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-
 \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / /
  `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`
    
.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   
 \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ 
  `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`

Name-calling is the use of negative words to disparage an enemy or an opposing view. Insulting words take the place of logical statements, appealing to emotions, rather than reason. As in Ad hominem strategy, the substance of the argument is avoided by attacking the target.

Just as there are glittering words, there are also negative ones. In this case, the strategy implies the use of words that have highly negative connotations to smear another person or a group. During WWII Germans were called “huns”, “krauts” and japans “Japs”, “Nips” reducing them to the level of some brutes with low intelligence and apelike behaviour.

The power of Name Calling is enhanced and perfectly demonstrated in the current controversy over political correctness, where the use of negative words disparage an enemy or an opposing view. Insulting words take the place of logical statements, appealing to emotions, rather than reason.

[IMG BELOW]This meme attacking H. Clinton came from 4chan, but it was posted by Trump himself: the objective is to give a bad connotation to someone/something, a politician, a group, a nationality.

See other propaganda techniques:
ASSERTION ◊ BANDWAGON ◊ CARD STACKING ◊ GLITTERING GENERALITIES ◊ FALSE DILEMMA ◊ THE LESSER OF TWO EVILS ◊ NAME CALLING ◊ PINPOINTING THE ENEMY ◊ PLAIN FOLKS ◊ TESTIMONIALS ◊ TRANSFER ◊ DESIRES AND FEARS 

 

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