LOOK, YOU HATE ME!DON’T YOU?: BUT I WILL MAKE YOUR LIFE BETTER AND STUFF.

A brief look into the the

language and nature of

propaganda advertisement.

DO THAT!

BUY THIS! PLEASE? : IT WILL/COULD MAKE YOU LOOK SEXY LIKE RYAN GOSLING AND GIVE YOU A BIGGER PENIS!

: YOU WILL BECAUSE IF YOU DON’T YOU WON’T FIT IN AND PEOPLE WILL STARE. WEIRDO.

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BUY THIS! PLEASE? : IT WILL/COULD MAKE YOU LOOK SEXY LIKE RYAN GOSLING AND GIVE YOU A BIGGER PENIS!

: YOU WILL BECAUSE IF YOU DON’T YOU WON’T FIT IN AND PEOPLE WILL STARE. WEIRDO.

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This short publication has been birthed out of a researched interest in the world of consumerism and how that may effect us as individuals and a society. Through my research I have began to see two more distinct sides of promotion involved in the selling of such consumable items. One side can be classed as ‘Propaganda’. The other as ‘Persuasion’. These classes have a large amount to do with language, and how the designer chooses to provoke a response in his desired group. With this lies a responsibility and a question or morality. Are you persuading someone to buy, go or vote through a fair and valid arguement. Or are you aiming to achieve an emotional response through bold, sometimes down right ridiculous fabrications and speculations of the beneficial and life-affirming characteristics of the product.

The statements used are an exageration of the underlying emotional hooks in advertising. We all know they suggest more then they say. The subtle white text highlight a sub-conscious response.

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COCA-COLA

COCA-COLA

: IS GOOD? FOR BABIES TOO!?WELL IT MIGHT BE,WE SHOULD KNOW RIGHT?

: IT’S REFRESHING! BEST SERVED COLD OVER ICE AND DRANK IN MODERATION.

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COCA-COLA

COCA-COLA

: IS GOOD? FOR BABIES TOO!?WELL IT MIGHT BE,WE SHOULD KNOW RIGHT?

: IT’S REFRESHING! BEST SERVED COLD OVER ICE AND DRANK IN MODERATION.

The above selling point was once used in old Coca-Cola print advertisements. “How soon is too soon?”. Obviously it was worded differently in the actual advertisement but this publication is concerned with what the creators sub-conscious may say if it were allowed to come to the surface when creating such ads that could be directly associated with Propaganda tecniques. It pushes on the borders of truth and lie and aims to sell its product through a mis-leading one sided statement that preys on the maternal instinct of consumers.

Left is another used selling point for Coca-Cola. This could be said to focus more on a persuasive arguement than the previous out right statement. Coca-Cola is refreshing! To a certain point at least. I think most would find this hard to dispute, despite its eventual sugary aftertaste. And it is best served cold over ice. These are beneficial characteristics of the product as oppose to speculative propaganda. It aims to persuade the consumer into drinking a coke because they are thirsty, surely its purpose. It isn’t trying to persuade you that coke will change your life, make you ‘cool’ or become a superior human being.

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Be sure to read the small print?

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Be sure to read between the lines.

: McCANN-ERICKSON ADVERTISING AGENCY ASKED A SAMPLING OF PEOPLE WHY THEY DIDN’T BUY ONE CLIENT’S PRODUCT - KIP-PERED HERRING. THE MAIN REASON THE PEOPLE GAVE UNDER DIRECT QUESTIONING WAS THEY JUST DIDN’T LIKE THE TASTE...08_

: McCANN-ERICKSON ADVERTISING AGENCY ASKED A SAMPLING OF PEOPLE WHY THEY DIDN’T BUY ONE CLIENT’S PRODUCT - KIP-PERED HERRING. THE MAIN REASON THE PEOPLE GAVE UNDER DIRECT QUESTIONING WAS THEY JUST DIDN’T LIKE THE TASTE... 09_

PROBING UNCOVERED THE FACT THAT 40% OF THE PEOPLE WHO SAID THEY DIDN’T LIKE KIPPERS HAD NEVER (...)TASTED KIPPERS!FINALLY, THE MARKETERS DECIDED IT IS DANGEROUS TO ASSUME THAT PEOPLE CAN BE TRUSTED TO BEHAVE IN A RATIONAL WAY.10_

- VANCE PACKARD

PROBING UNCOVERED THE FACT THAT 40% OF THE PEOPLE WHO SAID THEY DIDN’T LIKE KIPPERS HAD NEVER (...)TASTED KIPPERS!FINALLY, THE MARKETERS DECIDED IT IS DANGEROUS TO ASSUME THAT PEOPLE CAN BE TRUSTED TO BEHAVE IN A RATIONAL WAY. 11_The other side of the coin of course is that these ‘Propaganda’ advertisements are a necessary

evil in the capitalist environment. We are social animals who need to be herded otherwise we might make negative assumptions. If rational thought fails us and restricts us from trying something new - in this case kippers - can we really blame a business for wanted to sell their product by use of more emotionally provoking means?

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WHO ARE YOU? WHAT MAKES YOU BUY NIKE OVER ADIDAS? SPRITE OR 7UP? APPLE OR SAMSUNG? GO TO TESCO INSTEAD OF SAINSBURYS, ASDA OR MORRISONS? PICK UP THE SUN OVER THE INDEPENDENT? WHAT DO YOU WANT? WHAT DO YOU NEED?

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WHO ARE YOU? WHAT MAKES YOU BUY NIKE OVER ADIDAS? SPRITE OR 7UP? APPLE OR SAMSUNG? GO TO TESCO INSTEAD OF SAINSBURYS, ASDA OR MORRISONS? PICK UP THE SUN OVER THE INDEPENDENT? WHAT DO YOU WANT? WHAT DO YOU NEED?

LOVE ME!

VOTE FOR ME! : I WILL TOTALLY DO EVERYTHING MY MARKETING TEAM SAID I WILL, PROBABLY.

: YOU WILL NOT BE SORRY, I REALLY CARE ABOUT THE PEOPLE WHO PAY MORE TAXES.

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LOVE ME!

VOTE FOR ME! : I WILL TOTALLY DO EVERYTHING MY MARKETING TEAM SAID I WILL, PROBABLY.

: YOU WILL NOT BE SORRY, I REALLY CARE ABOUT THE PEOPLE WHO PAY MORE TAXES.

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As I said before, can we really be blamed for reaching out to a persons emotional wants and needs. The arguement can be held both ways. Personally I believe some of the most creatively interesting work comes out of what I have decribed as propaganda techniques. Whether these techniques are right our not is a question of our own morals and surroundings. They solve the problem posed to them by Capitalism. Goods need to be sold. People need goods. People more likely want said goods. And want is a powerful thing, more to the point an extremely emotional thing. This begs the question, is creating want wrong?

As a designer it is important to present this want in a responsible way. There is a fine invisible line which we must not be tempted to cross. That of promising something it cannot deliver.

DON’T YOU?