The third technique is the use of euphemisms. When propagandists use glittering generalities and name-calling symbols, they are attempting to arouse their audience with vivid, emotionally suggestive words. In certain situations, however, the propagandist attempts to pacify the audience in order to make “unpleasant reality more pleasant and acceptable” (Propaganda Critic Online, euphemisms). This is often accomplished by using words that are bland and euphemistic. Since war is particularly unpleasant, military communication is full of euphemisms. In the 1940’s, America changed the name of the War Department to the Department of Defense. Under the Reagan Administration, the MX-Missile was renamed “The Peacekeeper.” During times of war words like “collateral damage” and “liquidation” were used instead of “murder.” All of the changes and synonyms that area used make the impression of the war more pleasant for the audience. The term “shell shocked” was used to describe the trauma that the veterans of WWI and the term “combat fatigue” was later used in WWII to characterize the same condition. Both terms convey the horrors of battle as one can practically hear the shells exploding overhead. Both descriptions also still convey the discomforts of war. In the wake of the Vietnam War, people referred to “post traumatic stress disorder”: a phrase that is completely disconnected from the reality of war altogether.
Another current poster that is powerful and a great example of a euphemism has an image of a dead Iraqi civilian with text saying, “5000 ‘Liberated’… and counting”. The word ‘liberated’ is used to characterize the United States actions in Iraq as our army is over seas to unshackle the Iraqis from their controlling government. In our actions to ‘liberate’ thousands of civilians are being killed. Through this poster the word “liberate” is seen as equivalent to death.
The fourth technique is the use of the transfer device. Within the transfer device, symbols...