who the intended audience of the propaganda is, who the propaganda represents, and what the propaganda is trying to persuade the audience to believe.

The farm animals are the intended audience; the propaganda respresents Napoleon and his "regime," and its pirpose is to persuade the animals the Napoleon's power and actions are for the good of the "community."

Old Major uses some techniques of propaganda in his speech to the animals - he identifies humans as the enemy, and attempts to unite them all against this common enemy. He promises that their lives will be better and easier if they do what he suggests and overthrow the humans. He also teaches them a simple, easy-to-remember song, Beasts of England, to inspire them with his ideas. Although he genuinely believes that he is acting in the animals' best interests and is not trying to deceive them, this is all still propaganda.

The pigs persuade the other animals to agree with the principles of Animalism. They hold secret meetings in the barn, which always end with singing 'Beasts of England'. When the animals talk about loyalty to Mr. Jones, or ask why they should care about the Rebellion if it is going to happen after they die, or why they need to work for it if it is going to happen anyway, the pigs do not focus on logically explaining away these difficulties. Instead, they tell the animals that these ideas are contrary to the spirit of Animalism. It is very difficult to oppose an abstract argument like this. When Mollie asks if there will still be sugar and ribbons after the Rebellion, Snowball tells her that her ribbons are a badge of slavery. Although she does not seem convinced, she doesn't try to argue with him. Boxer and Clover, once they have been told something by the pigs, pass it on to the other animals by simple arguments.