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1、孙远的工具箱（传媒类）传媒类1．宣传技术(propagandatechniques)Today’sAdvertisingPropagandaisnotjustthetooloftotalitariangovernmentsanddictators.Rather,propagandaisallaroundus—intheformofcommercialsandadvertisements.TheauthorofthisselectionshowshowMadisonAvenueusesmanyofthetechni
2、questypicalofpoliticalpropagandatoconvinceusthatweneedcertainproductsandservices.Americanadultsandchildrenalike,arebeingseduced.Theyarebeingbrainwashed.Andfewofusprotest.Why?Becausetheseducersandthebrainwashersaretheadvertiserswewillinglyinviteintoourhomes.We
3、arevictims,content—eveneager—tobevictimized.Wereadadvertisers’propagandamessagesinnewspapersandmagazines;wewatchtheiralluringimagesonthetelevision.Weabsorbtheirmessagesandimagesintooursubconscious.Wealldoit—eventhoseofuswhoclaimtoseethroughadvertisers’tricksa
4、ndthereforefeelimmunetoadvertisers’charm.Advertisersleanheavilyonpropagandatoselltheirproducts,whetherthe“products”areabrandoftoothpaste,acandidateforoffice,oraparticularpoliticalviewpoint.Propagandaisasystematicefforttoinfluencepeople’sopinions,towinthemover
5、toacertainvieworside.Propagandaisnotnecessarilyconcernedwithwhatistrueorfalse,goodorbad.Propagandistssimplywantpeopletobelievethemessagesbeingsent.Often,propagandistswilluseoutrightliesormoresubtledeceptionstoswaypeople’sopinions.Inapropagandawar,anytacitisco
6、nsideredfair.Indeed,thevastmajorityofusaretargetsinadvertisers’propagandawar.Everyday,wearebombardedwithslogans,printads,commercials,packagingclaims,billboards,trademarks,logos,andthedesignerbrands-allformsofpropaganda.Onestudyreportsthateachofus,duringanaver
7、ageday,isexposedtooverfivehundredadvertisingclaimsofvarioustypes.Thissaturationmayevenincreaseinthefuturesincecurrenttrendsincludeadsonmoviescreens,shoppingcarts,videocassettes,evenpublictelevision.Advertisersuseseventypesofpropagandatechniques:1)NamecallingN
8、amecallingisapropagandatacitinwhichnegativelychargednamesarehurledagainsttheopposingsideorcompetitor.Byusingsuchnames,propagandiststrytoarousethefeelingofmistrust,fear,andhateintheiraudie
