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BENEFICIAL HARMFUL
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Appeal to Emotion in Campaign Advertising
Background Information
This photograph captures the official unveiling of a highly controversial campaign billboard advocating for the United Kingdom to leave the European Union (Brexit), led by Nigel Farage, the leader of the UKIP party at the time. The billboard was presented in London on June 16, 2016, just one week before the historic referendum. The image used on the billboard was originally captured a year earlier, in October 2015, at the border between Croatia and Slovenia during the height of the European migrant crisis.
Technique Used
Activate Emotion
This is propaganda because
This billboard utilizes the appeal to emotion (fear-mongering) technique by deliberately linking the complex socio-economic issue of EU membership with an alarming visual of a massive crowd to trigger anxiety, insecurity, and panic among voters. By framing the situation as a critical "breaking point," it completely bypasses rational political debate and manipulates public opinion by manufacturing a false sense of an immediate existential threat. This propaganda is ultimately harmful because it relies on fear and resentment to drive a major political decision, deeply polarizing society and promoting xenophobia.
Source
ResearchGate - https://www.researchgate.net/figure/Nigel-Farage-in-front-of-the-Breaking-Point-poster-on-16-June-2016-Photograph-credit_fig1_370245562
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