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1、Sectionfour:MassMedia1. PropagandaTechniquesinToday’sAdvertisingPropagandaisnotjustthetooloftotalitariangovernmentsanddictators.Rather,propagandaisallaroundus—intheformofcommercialsandadvertisements.TheauthorofthisselectionshowshowMadisonAvenueusesmanyofthetechniquestypicalofp
2、oliticalpropagandatoconvinceusthatweneedcertainproductsandservices.Afterreadingtheessay,youmayregardinadifferentlightthejingles,endorsements,andsloganscharacteristicoftoday’scommercials.Americans,adultsandchildrenalike,arebeingseduced.Theyarebeingbrainwashed.Andfewofusprotest.Why?B
3、ecausetheseducersandthebrainwashersaretheadvertiserswewillinglyinviteintoourhomes.Wearevictims,content—eveneager—tobevictimized.Wereadadvertisers’propagandamessageinnewspapersandmagazines;wewatchtheiralluringimagesontelevision.Weabsorbtheirmessagesandimagesintooursubconscious.Weall
4、doit—eventhoseofuswhoclaimtoseethroughadvertisers’tricksandthereforefeelimmunetoadvertising’scharm.Advertisersleanheavilyonpropagandatoselltheirproducts,whetherthe“products”areabrandoftoothpaste,acandidateforoffice,oraparticularpoliticalviewpoint.Propagandaisasystematicefforttoinfl
5、uencepeople’sopinions,towinthemovertoacertainvieworside.Propagandaisnotnecessarilyconcernedwithwhatistrueorfalse,goodorbad.Propagandistssimplywantpeopletobelievethemessagesbeingsent.Often,propagandistswilluseoutrightliesormoresubtledeceptionstoswaypeople’sopinions.Inapropagandawar,
6、anytacticisconsideredfair.Whenweheartheword“propaganda,”weusuallythinkofaforeignmenace:anti-Americanradioprogramsbroadcastbyatotalitarianregimeorbrainwashingtacticspracticedonhostages.Althoughpropagandamayseemrelevantonlyinthepoliticalarena,theconceptcanbeappliedfruitfullytothewayp
7、roductsandideasaresoldinadvertising.Indeed,thevastmajorityofusaretargetsinadvertisers’propagandawar.Everyday,wearebombardedwithslogans,printads,commercials,packagingclaims,billboards,trademarks,logos,anddesignerbrands-allformsofpropaganda.Onestudyreportsthateachofus,duringanaverage
8、day,isexposedtooverfivehun
