New Propaganda

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New Propaganda
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Why new propaganda?

• Consumers started to get wise to some old
  techniques
• Advancements in technology
• Changes in society/culture

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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

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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

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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

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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

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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

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(No Transcript)
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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 womans 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 womans need to feel strong and
prepared and if I was in the target audience, I
might be persuaded to try Asics shoes.