PROPAGANDA IN MODERN ADVERTISING BY PARKER DALE
A Mercedes-Benz television commercial attempts
to persuade consumers to buy its vehicles by using a variety of propagandist techniques.
(Maggie L, 2017)
When we think of
propaganda, our minds usually wander to the dictators of the past. Hitler,
Stalin, Mao, they were all masters of using propaganda to control and persuade
the public. However, the corporate giants of our modern world are
no different. Propaganda often seems like a dinosaur of the past,
but every television commercial,
radiobroadcast, and billboard is
designed to grab our attention and subconsciously manipulate consumers into
making purchases they wouldn’t normally make. Unfortunately, modern-day propagandists get their message
across free from sanctions. Thus, as critical thinkers, we must challenge the information we receive from these advertisers.
As consumers, we are often unsuspecting and don’t use critical thinking skills. It is the propagandist that takes advantage of this fault. Instead of challenging what we see, hear and read we often accept it as the truth. A study performed by Clutch found that North Americans are roughly exposed to 10,000 advertisements a day. This is an astounding amount of information that is difficult for consumers to deflect. Furthermore, Clutch found that 90% of consumers are influenced by the advertising we come into contact with. Propaganda is everywhere, magazines, billboards, radio, television, social media, and many other platforms and thus it is very easy for it to play a role in a consumer’s purchases. Even when it seems that we can avoid the grasp of the advertising giants, they are still controlling us.
As consumers, we are often unsuspecting and don’t use critical thinking skills. It is the propagandist that takes advantage of this fault. Instead of challenging what we see, hear and read we often accept it as the truth. A study performed by Clutch found that North Americans are roughly exposed to 10,000 advertisements a day. This is an astounding amount of information that is difficult for consumers to deflect. Furthermore, Clutch found that 90% of consumers are influenced by the advertising we come into contact with. Propaganda is everywhere, magazines, billboards, radio, television, social media, and many other platforms and thus it is very easy for it to play a role in a consumer’s purchases. Even when it seems that we can avoid the grasp of the advertising giants, they are still controlling us.
The simple fact is that propaganda is effective because it
works on the subconscious mind. Advertisers use a variety of propagandist
techniques to persuade consumers into purchasing their products. These include
bandwagon, testimonial, and repetition. These techniques wear down a consumer’s
ability to avoid propaganda's persuasive motives until they feel compelled to
make a purchase. The worst part is that at this point the consumer believes
that their decision to purchase a product has been entirely their own. This is
what makes propaganda the ‘silent killer’. My question to you is, have you ever felt compelled to buy toothpaste
because 9 out of 10 dentists recommend it? Even a 30-second toothpaste
commercial can launch a variety of propagandist techniques at a consumer. These
include using celebrities to endorse their product, using emotionally charged
statements and repeatedly demonstrating the “positive” effects of purchasing
their products.
As our world continues to become digitally enhanced, it becomes considerably easier for advertisers and propagandists to reach their audience. Thus, it is our job as humans to be critical of the information that we receive from outside sources. It may even be as little as some quick research before we choose to purchase a product or endorse an idea. However, the long-standing effects of taking the time to inform ourselves will allow us to avoid falling into the propagandist traps that our ancestors once fell for.
As our world continues to become digitally enhanced, it becomes considerably easier for advertisers and propagandists to reach their audience. Thus, it is our job as humans to be critical of the information that we receive from outside sources. It may even be as little as some quick research before we choose to purchase a product or endorse an idea. However, the long-standing effects of taking the time to inform ourselves will allow us to avoid falling into the propagandist traps that our ancestors once fell for.
Works Cited
Hasic,
Albinko. “Perspective | Why Propaganda Is More Dangerous in the Digital
Age.” The
Washington Post, WP Company, 12 Mar. 2019, https://www.washingtonpost.com/outlook/2019/03/12/why-propaganda-is-more-dangerous-digital-age/.
Ljmediaworks. “How Can Propaganda Affect the World in Positive and Negative Way.” Ljmediaworks, 25 Jan. 2016, https://ljmediaworks.wordpress.com/2016/01/20/how-can-propaganda-affect-the-world-in-positive-and-negative-way/
L, Maggie. “Propaganda Techniques In Modern Advertising - Lessons - Tes Teach.” Tes Teach with Blendspace, https://www.tes.com/lessons/juu_XU8wRX2_Fw/propaganda-techniques-in-modern-advertising.
Rickert, Melanie. “Propaganda? What Propaganda?: Discourse, Identity, and Queer Activism in St. Petersburg, Russia.” doi:10.22215/etd/2014-10471.
Smith, Bruce Lannes. “Propaganda.” Encyclopædia Britannica, Encyclopædia Britannica, Inc., 7 Nov. 2019, https://www.britannica.com/topic/propaganda.
Stefan, Tracy. “Advertising vs. Propaganda.” Small Business - Chron.com, Chron.com, 21 Nov. 2017, https://smallbusiness.chron.com/advertising-vs-propaganda-24409.html.
"How Propaganda Is Used In Advertising Media Essay." UKEssays.com. 11 2018. All Answers Ltd. 12 2019 <https://www.ukessays.com/essays/media/how-propaganda-is-used-in-advertising-media-essay.php?vref=1>.
Media's Use of Propaganda to Persuade People's Attitude, Beliefs and Behaviors, https://web.stanford.edu/class/e297c/war_peace/media/hpropaganda.html.
Ljmediaworks. “How Can Propaganda Affect the World in Positive and Negative Way.” Ljmediaworks, 25 Jan. 2016, https://ljmediaworks.wordpress.com/2016/01/20/how-can-propaganda-affect-the-world-in-positive-and-negative-way/
L, Maggie. “Propaganda Techniques In Modern Advertising - Lessons - Tes Teach.” Tes Teach with Blendspace, https://www.tes.com/lessons/juu_XU8wRX2_Fw/propaganda-techniques-in-modern-advertising.
Rickert, Melanie. “Propaganda? What Propaganda?: Discourse, Identity, and Queer Activism in St. Petersburg, Russia.” doi:10.22215/etd/2014-10471.
Smith, Bruce Lannes. “Propaganda.” Encyclopædia Britannica, Encyclopædia Britannica, Inc., 7 Nov. 2019, https://www.britannica.com/topic/propaganda.
Stefan, Tracy. “Advertising vs. Propaganda.” Small Business - Chron.com, Chron.com, 21 Nov. 2017, https://smallbusiness.chron.com/advertising-vs-propaganda-24409.html.
"How Propaganda Is Used In Advertising Media Essay." UKEssays.com. 11 2018. All Answers Ltd. 12 2019 <https://www.ukessays.com/essays/media/how-propaganda-is-used-in-advertising-media-essay.php?vref=1>.
Media's Use of Propaganda to Persuade People's Attitude, Beliefs and Behaviors, https://web.stanford.edu/class/e297c/war_peace/media/hpropaganda.html.
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