The name-calling technique is linking a person or an idea to a negative symbol so that people will reject the subject rather than considering it with evidence and logic. The name-calling technique is used most commonly as associating a subject with a word that has negative connotation such as fascist, pig, terrorist.
|
This issue of Mad Magazine portrays George W. Bush along with Alfred E. Neuman (the fictitious mascot and cover boy of Mad Magazine). It is written on Alfred's shirt "I'm with stupid", with an arrow pointing to his left where George W. Bush stands. This is an instance of name-calling because Alfred, who is the representing the Mad Magazine, is calling Bush "stupid". The title, "The Mad War on Bush", also has an instance of name-calling, but a subtler kind. The word "mad" has a bad connotation, meaning mentally ill or insane. Although the magazine is not directly calling Bush "mad", the use of this word creates a negative atmosphere associated with Bush. From just the cover, a person feels a negative emotional charge about Bush that can unconsciously influence their logical views on him. The Mad Magazine further goes on to enforce this negative charge with taunting jokes about the Iraq war and Bush's inadequate response to hurricane Katrina in New Orleans.