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New Propaganda. Why new propaganda?. Consumers started to “get wise” to some old techniques Advancements in technology Changes in society/culture. Otherness. Opposite of bandwagon “ Not everybody is doing this, but you are special , so you should.”
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Why new propaganda? • Consumers started to “get wise” to some old techniques • Advancements in technology • Changes in society/culture
Otherness • Opposite of bandwagon • “Not everybody is doing this, but you are special, so you should.” • Promotes ELITE mentality– you are one of just a few in an exceptional club
Mass Marketing to a Subculture • Subculture= smaller group of people within the main culture • Old propaganda focused on the “average American” • New propaganda targets various subcultures • Often moves a subculture to the mainstream
Collective Memories • Plays on memories shared by large numbers of people because of common experience • Intent is to stir emotions, sometimes fears • 9/11 is a good example
Humanizing Technology • Old advertisements used scientific jargon to impress the consumer • Consumers have grown suspicious of this strategy • Humanizing technology= simplifying technological products • Makes consumers willing to try new technology
Strong Women • Past ads used beautiful women that were weak, gentle, in need of help • Now, images of women are strong, athletic, confident • Appeals to modern mentality of women being strong and independent
Advertisers hired by the Asics athletic company created this media message to market the “GEL-Kayano XII” running shoe. The picture of the young woman in a typical American neighborhood and the text on the page suggest a target audience of women around ages 20-45.The literal meaning of the text is that this woman is going to continue to run for exercise each day because it makes her feel “ready” and “prepared” for whatever may come along.The unstated message is that if you wear Asics running shoes, you will be a better runner, and therefore be better prepared for whatever challenges life throws your way.The “strong women” propaganda technique is being used because the ad implies that strong women, like the one pictured in the ad, would wear Asics shoes.This ad uses pathos because it appeals to a woman’s fears of being unprepared or unable to handle circumstances that might arise in her life.I think the ad does a good job of appealing to a woman’s need to feel strong and prepared and if I was in the target audience, I might be persuaded to try Asics shoes.
