The most interesting part about this book so far for me is that it has presented propaganda in an entirely different manner than I've always thought of it. For some reason, the word has always called to mind brainwashed zombies, hundreds of thousands of soldiers in uniforms marching together in some ridiculously elaborate goose step, or some other equally horrifying, epic image of colossal obedience. What I did not realize, however, is how much of what goes into making commercials and the like - the framing, weasel words, eye candy, glittering generalities and whatnot - is actually really propaganda. In my head, the practice had always just been a part of advertising, which goes to show you the power words can have in situation. Advertising is a method of making a living, a career field. Propaganda is what has caused some of the worst atrocities in history, and the very sound of it brings to mind something evil.
But propaganda can work in quiet ways, and indeed it seems to work best when it is silent, stealthy, and personalized; it is easiest to convince people when they believe they have come to the decision themselves. This can very much be seen in advertising in this country, where so many commercials are aimed directly at the audience member viewing them. Instead of expounding on the product's own intrinsic value for its own sake, companies will write commercials that go something like "How many times has this happened to YOU?", forcing viewers to inadvertently make a personal connection. Advertisers do some of their most effective work when they pair personal connection with audience members' own insecurities, as the wildly successful Listerine bridesmaid campaign reveals. This can also be seen in situations such as makeup and diet commercials, where uncommonly gorgeous models are generally used to show people what they really should look like, and (possibly) could if they bought the company's product. So far, reading this book has shown me that pretty much all a company has to do to create an effective propaganda-filled commercial is make it inconspicious, force their audience to relate, and make sure it's in a way that leaves them feeling either insecure or paranoid. No truth or assembly required.
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I love the example of brainwashed zombies and soldiers; its so true! Also, i agree with how companies use models to shove your insecurities in your face and that their products can save you. I guess when you really look deep into each commercial you see what they are really trying to prove. Ironically,like looking deep into a mirror and thinking about the face wash you should buy.
ReplyDeleteMiranda-
ReplyDeleteI agree that the word 'propaganda' carries evil or scary connotations, and that advertising has always just seemed like a career field for a good salesman. But I think that the profession has evolved to where the companies have a sort of "authority" over its audience. They 'guide' and persuade fashions, trends, brands, etc. on society. We have somewhat lost our ability to be skeptical or criticize the information in front of us. It's true that ignorance is bliss; most consumers would rather display brand loyalty than accept the truth that a product could be utterly useless.
Miranda-
ReplyDeleteI really liked reading your blog entry and I think you brought up some very interesting points. I think that propaganda is very subtle and quiet, as you suggest in your entry. I also agree that a lot of propaganda-especially in commercials- play off of individuals insecurities. I also think that a lot of propaganda gives consumers a false sense of needing something instead of just wanting something. Like, I need my clothes to last longer so I need to buy this detergent.
I found your analogy of soldier zombies to be similar to my pre-disposition idea of what I thought propaganda was before reading our text. I guess this is due to what small amount of propaganda information we learned in previous classes about WWII.
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