In what way do the pigs (especially Napoleon and Squealer) exploit the hopes and dreams of the animals in order to control them?
First Old Major, then Napoleon, Snowball, and Squealer persuade the animals of Manor Farm that they are oppressed, and that they should rise up to overthrow the humans so that they can attain true equality. They appeal to the animals with the Seven Commandments, which emphasize equality and seem, if properly implemented, to be aimed at creating a better life for the animals:
1. Whatever goes upon two legs is an enemy.
2. Whatever goes upon four legs, or has wings, is a friend.
3. No animal shall wear clothes.
4. No animal shall sleep in a bed.
5. No animal shall drink alcohol.
6. No animal shall kill any other animal.
7. All animals are equal.
They encourage them to work hard, and, having learned to read, manipulate information to explain away the realities of the situation. This occurs even early in the book, when Squealer assures the other animals that it is absolutely necessary for the pigs to have better food than the other animals, it being scientifically proven that their brains function best on milk and apples.