Repetition: The technique of bombarding the target audience over and over with a simple message until resistance to the message fades away. Explanation: We have busy lives. People frequently do not have time to sit down and analyze various positions. The propagandist will repeat simple slogans over and over through various media. Eventually the target audience will accept the idea, often without even realizing it. One of the principles of propaganda is that the message must be easily learned. This fits well with the technique of repetition. Hitler, among others, emphasized the need for repetition in propaganda. "Now the purpose of propaganda is not continually to produce interesting changes for the few blasé little masters, but to convince; that is, to convince the masses. The masses, however, with their inertia, always need a certain time before they are ready even to notice a thing, and they will lend their memories only to the thousand fold repetition of the most simple ideas." (Hitler, A. Mein Kampf. New York: Reynal and Hitchcock, 1939, p. 239)

Politics:

Often the most successful catch phrases are determined by results of focus group research. The catch phrases are then sent out to various spokesmen for the party or candidate (senators, commentators, "spinmeisters," etc.) These people use the phrases over and over. Soon, others in the press pick up the phrases. A recent example; The introduction of the word "gravitas" by the Democrats to differentiate Al Gore from George W. Bush. In this case, its use backfired. It was used so frequently by so many Democrats and their advocates, that it became laughable. Everyone from senators and governors to NBC commentators were using the word multiple times in their discussions. The opposition quickly turned this into a joke, and undermined its effectiveness.

Examples:

(i) Drink Coca-Cola

(ii) Politicians using the phrase "It's for the children" when promoting anything at all, no matter how irrelevant to children.

(iii) The use of certain labeling phrases to describe the opposition, such as, "partisan", "mean-spirited," " far right," "extreme."

(iv) The repeated use by Vice-president Gore of the phrase, "It's a risky scheme."

Proof:

Identify the catch phrase or buzz words, then notice their sudden increased usage in the press.