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New Propaganda
Why new propaganda?
Consumers started to “get wise” to
some old techniques
 Advancements in technology
 Changes in society/culture

Otherness
Opposite of bandwagon
 “Not everybody is doing this, but you
are special, so you should.”
 Promotes ELITE mentality– you are
one of just a few in an exceptional
club

Mass Marketing to a
Subculture
Subculture= smaller group of people
within the main culture
 Old propaganda focused on the
“average American”
 New propaganda targets various
subcultures
 Often moves a subculture to the
mainstream

Collective Memories
Plays on memories shared by large
numbers of people because of
common experience
 Intent is to stir emotions, sometimes
fears
 9/11 is a good example

Humanizing Technology
Old advertisements used scientific
jargon to impress the consumer
 Consumers have grown suspicious of
this strategy
 Humanizing technology= simplifying
technological products
 Makes consumers willing to try new
technology

Strong Women
Past ads used beautiful women that
were weak, gentle, in need of help
 Now, images of women are strong,
athletic, confident
 Appeals to modern mentality of
women being strong and independent

Advertisers hired by the Asics athletic company created this
media message to market the “GEL-Kayano XII” running shoe.
The picture of the young woman in a typical American
neighborhood and the text on the page suggest a target
audience of women around ages 20-45. The literal meaning of
the text is that this woman is going to continue to run for
exercise each day because it makes her feel “ready” and
“prepared” for whatever may come along. The unstated
message is that if you wear Asics running shoes, you will be a
better runner, and therefore be better prepared for whatever
challenges life throws your way. The “strong women”
propaganda technique is being used because the ad implies
that strong women, like the one pictured in the ad, would wear
Asics shoes. This ad uses pathos because it appeals to a
woman’s fears of being unprepared or unable to handle
circumstances that might arise in her life. I think the ad does a
good job of appealing to a woman’s need to feel strong and
prepared and if I was in the target audience, I might be
persuaded to try Asics shoes.