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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.TheauthorofthisselectionshowshowMadisonAvenueusesmanyofthetechniquestypicalofpoliti
2、calpropagandatoconvinceusthatweneedcertainproductsandservices.Americanadultsandchildrenalike,arebeingseduced.Theyarebeingbrainwashed.Andfewofusprotest.Why?Becausetheseducersandthebrainwashersaretheadvertiserswewillinglyinviteintoourhomes.Wearevictims,content—eveneager—tobevicti
3、mized.Wereadadvertisers’propagandamessagesinnewspapersandmagazines;wewatchtheiralluringimagesonthetelevision.Weabsorbtheirmessagesandimagesintooursubconscious.Wealldoit—eventhoseofuswhoclaimtoseethroughadvertisers’tricksandthereforefeelimmunetoadvertisers’charm.Advertisersleanh
4、eavilyonpropagandatoselltheirproducts,whetherthe“products”areabrandoftoothpaste,acandidateforoffice,oraparticularpoliticalviewpoint.Propagandaisasystematicefforttoinfluencepeople’sopinions,towinthemovertoacertainvieworside.Propagandaisnotnecessarilyconcernedwithwhatistrueorfals
5、e,goodorbad.Propagandistssimplywantpeopletobelievethemessagesbeingsent.Often,propagandistswilluseoutrightliesormoresubtledeceptionstoswaypeople’sopinions.Inapropagandawar,anytacitisconsideredfair.Indeed,thevastmajorityofusaretargetsinadvertisers’propagandawar.Everyday,wearebomb
6、ardedwithslogans,printads,commercials,packagingclaims,billboards,trademarks,logos,andthedesignerbrands-allformsofpropaganda.Onestudyreportsthateachofus,duringanaverageday,isexposedtooverfivehundredadvertisingclaimsofvarioustypes.Thissaturationmayevenincreaseinthefuturesincecurr
7、enttrendsincludeadsonmoviescreens,shoppingcarts,videocassettes,evenpublictelevision.Advertisersuseseventypesofpropagandatechniques:1)NamecallingNamecallingisapropagandatacitinwhichnegativelychargednamesarehurledagainsttheopposingsideorcompetitor.Byusingsuchnames,propagandiststr
8、ytoarousethefeelingofmistrust,fear,andhateintheiraudie
