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1、Sectionfour:MassMedia1. PropagandaTechniquesinToday’sAdvertisingPropagandaisnotjustthetooloftotalitariangovernmentsanddictators.Rather,propagandaisallaroundus—intheformofcommercialsandadvertisements.TheauthorofthisselectionshowshowMadisonAvenueus
2、esmanyofthetechniquestypicalofpoliticalpropagandatoconvinceusthatweneedcertainproductsandservices.Afterreadingtheessay,youmayregardinadifferentlightthejingles,endorsements,andsloganscharacteristicoftoday’scommercials.Americans,adultsandchildrenalike,a
3、rebeingseduced.Theyarebeingbrainwashed.Andfewofusprotest.Why?Becausetheseducersandthebrainwashersaretheadvertiserswewillinglyinviteintoourhomes.Wearevictims,content—eveneager—tobevictimized.Wereadadvertisers’propagandamessageinnewspapersandmagazines;w
4、ewatchtheiralluringimagesontelevision.Weabsorbtheirmessagesandimagesintooursubconscious.Wealldoit—eventhoseofuswhoclaimtoseethroughadvertisers’tricksandthereforefeelimmunetoadvertising’scharm.Advertisersleanheavilyonpropagandatoselltheirproducts,wheth
5、erthe“products”areabrandoftoothpaste,acandidateforoffice,oraparticularpoliticalviewpoint.Propagandaisasystematicefforttoinfluencepeople’sopinions,towinthemovertoacertainvieworside.Propagandaisnotnecessarilyconcernedwithwhatistrueorfalse,goodorbad.Prop
6、agandistssimplywantpeopletobelievethemessagesbeingsent.Often,propagandistswilluseoutrightliesormoresubtledeceptionstoswaypeople’sopinions.Inapropagandawar,anytacticisconsideredfair.Whenweheartheword“propaganda,”weusuallythinkofaforeignmenace:anti-Amer
7、icanradioprogramsbroadcastbyatotalitarianregimeorbrainwashingtacticspracticedonhostages.Althoughpropagandamayseemrelevantonlyinthepoliticalarena,theconceptcanbeappliedfruitfullytothewayproductsandideasaresoldinadvertising.Indeed,thevastmajorityofusare
8、targetsinadvertisers’propagandawar.Everyday,wearebombardedwithslogans,printads,commercials,packagingclaims,billboards,trademarks,logos,anddesignerbrands-allformsofpropaganda.Onestudyreportsthateachofus,duringanaverageday,isexposedtooverfivehun
