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1、孙远的工具箱传媒类1．宣传技术(propagandatechniques)Today’sAdvertisingPropagandaisnotjustthetooloftotalitariangovernmentsanddictators.Rather,propagandaisallaroundus—intheformofcommercialsandadvertisements.TheauthorofthisselectionshowshowMadisonAvenueusesmanyofthetechniquestypicalof
2、politicalpropagandatoconvinceusthatweneedcertainproductsandservices.Americanadultsandchildrenalike,arebeingseduced.Theyarebeingbrainwashed.Andfewofusprotest.Why?Becausetheseducersandthebrainwashersaretheadvertiserswewillinglyinviteintoourhomes.Wearevictims,content—ev
3、eneager—tobevictimized.Wereadadvertisers’propagandamessagesinnewspapersandmagazines;wewatchtheiralluringimagesonthetelevision.Weabsorbtheirmessagesandimagesintooursubconscious.Wealldoit—eventhoseofuswhoclaimtoseethroughadvertisers’tricksandthereforefeelimmunetoadvert
4、isers’charm.Advertisersleanheavilyonpropagandatoselltheirproducts,whetherthe“products”areabrandoftoothpaste,acandidateforoffice,oraparticularpoliticalviewpoint.Propagandaisasystematicefforttoinfluencepeople’sopinions,towinthemovertoacertainvieworside.Propagandaisnotn
5、ecessarilyconcernedwithwhatistrueorfalse,goodorbad.Propagandistssimplywantpeopletobelievethemessagesbeingsent.Often,propagandistswilluseoutrightliesormoresubtledeceptionstoswaypeople’sopinions.Inapropagandawar,anytacitisconsideredfair.Indeed,thevastmajorityofusaretar
6、getsinadvertisers’propagandawar.Everyday,wearebombardedwithslogans,printads,commercials,packagingclaims,billboards,trademarks,logos,andthedesignerbrands-allformsofpropaganda.Onestudyreportsthateachofus,duringanaverageday,isexposedtooverfivehundredadvertisingclaimsofv
7、arioustypes.Thissaturationmayevenincreaseinthefuturesincecurrenttrendsincludeadsonmoviescreens,shoppingcarts,videocassettes,evenpublictelevision.Advertisersuseseventypesofpropagandatechniques:1)NamecallingNamecallingisapropagandatacitinwhichnegativelychargednamesareh
8、urledagainsttheopposingsideorcompetitor.Byusingsuchnames,propagandiststrytoarousethefeelingofmistrust,fear,andhateintheiraudiences.
