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PAGEPAGE24孙远的工具箱作者：鱼的宝贝来源：寄托天下传媒类1．宣传技术(propagandatechniques)Today’sAdvertisingPropagandaisnotjustthetooloftotalitariangovernmentsanddictators.Rather,propagandaisallaroundus—intheformofcommercialsandadvertisements.TheauthorofthisselectionshowshowMadisonAvenueusesmanyofthetechniquestypicalofpoliticalpropagandatoconvinceusthatweneedcertainproductsandservices.Americanadultsandchildrenalike,arebeingseduced.Theyarebeingbrainwashed.Andfewofusprotest.Why?Becausetheseducersandthebrainwashersaretheadvertiserswewillinglyinviteintoourhomes.Wearevictims,content—eveneager—tobevictimized.Wereadadvertisers’propagandamessagesinnewspapersandmagazines;wewatchtheiralluringimagesonthetelevision.Weabsorbtheirmessagesandimagesintooursubconscious.Wealldoit—eventhoseofuswhoclaimtoseethroughadvertisers’tricksandthereforefeelimmunetoadvertisers’charm.Advertisersleanheavilyonpropagandatoselltheirproducts,whetherthe“products”areabrandoftoothpaste,acandidateforoffice,oraparticularpoliticalviewpoint.Propagandaisasystematicefforttoinfluencepeople’sopinions,towinthemovertoacertainvieworside.Propagandaisnotnecessarilyconcernedwithwhatistrueorfalse,goodorbad.Propagandistssimplywantpeopletobelievethemessagesbeingsent.Often,propagandistswilluseoutrightliesormoresubtledeceptionstoswaypeople’sopinions.Inapropagandawar,anytacitisconsideredfair.Indeed,thevastmajorityofusaretargetsinadvertisers’propagandawar.Everyday,wearebombardedwithslogans,printads,commercials,packagingclaims,billboards,trademarks,logos,andthedesignerbrands-allformsofpropaganda.Onestudyreportsthateachofus,duringanaverageday,isexposedtooverfivehundredadvertisingclaimsofvarioustypes.Thissaturationmayevenincreaseinthefuturesincecurrenttrendsincludeadsonmoviescreens,shoppingcarts,videocassettes,evenpublictelevision.Advertisersuseseventypesofpropagandatechniques:1)NamecallingNamecallingisapropagandatacitinwhichnegativelychargednamesarehurledagainsttheopposingsideorcompetitor.Byusingsuchnames,propagandiststrytoarousethefeeli
