This website uses cookies to ensure you have the best experience. Learn more

Age Of Propaganda: The Use And Abuse Of Persuasion By Anthony Pratkanis And Elliot Aronson

1154 words - 5 pages

Today, we are bombarded by messages; not just text messages, or electronic messages, but marketing messages. With modern technological advances, advertisers are competing for the consumer’s attention. When we are crowded by these images, we no longer recognize them and fall into their carefully designed traps. This behavior leads to more extreme tactics deployed by the mass media to catch the attention of its demographic. Eventually, the companies are producing and promoting propaganda. This trend is pointed out in the non-fiction book, Age of Propaganda: The Use and Abuse of Persuasion by Anthony Pratkanis and Elliot Aronson. The two authors explain how the media and advertisers use a ...view middle of the document...

The only right decisions after this commercial is to donate money. If you did not, you would be a heartless puppy murderer, to be put bluntly. The entire commercial is fabricated in a way where the scenario presented leaves only one option, to donate, and convince others to donate as well.
Secondly, the stratagem that comes after the pre-persuasion is source credibility. This is quite self-explanatory, but the idea when it comes to media is a tad more complicated. In the terms of research papers and scholarly articles, source credibility is checking to make sure the people writing and researching their certain topics are capable of the job. According to Age of Propaganda: The Use and Abuse of Persuasion, source credibility is, “In other words, the communicator needs to appear likeable or authoritative or trustworthy or possessed of any other attribute that would facilitate persuasion” (Pratkanis and Aronson, 51). An obvious example of this is celebrity endorsement. If the product is a skin care product, you want your model and spokesperson to have a smooth complexion. If the product is a car, you want the person endorsing the motor vehicle to be a winning NASCAR driver. For quite some time, Tiger Woods was the main spokesperson for the sports drink Gatorade. He is an athlete, which was the perfect fit for a drink aimed towards athletes. Tiger Woods was a credible source for Gatorade up until rather recently. After his scandal with sex addiction, he was pulled from the campaign. With the bad reputation attached to his name, Tiger Woods lost his credibility with the public, and in turn he lost his spot with Gatorade. Who is selling your image is just as important as the message itself.
The one point of advertising that most consumers recognize is the message. Often it is shrouded in complicated marketing tactics. Pratkanis and Aronson define the message as, “The third stratagem is to construct and deliver a message that focuses the target’s attention and thoughts on exactly what the communicator wants them to think about…” (51). A common viewer of advertising may say that the message is the most important part of a campaign, but that is not always true. It is the driving force behind convincing people they need the product. It is tricky to say ‘buy my product’ outright, so marketing firms have found ways to convince consumers that buying the product was...

Find Another Essay On Age of Propaganda: The Use and Abuse of Persuasion by Anthony Pratkanis and Elliot Aronson

The Use and Abuse of Antibiotics

1510 words - 6 pages The Use and Abuse of AntibioticsAntibiotics (Greek for against (anti) life (biotic)) are drugs that are capable of killing, weakening or inhibiting the growth of infectious organisms such as bacteria. Composed by weak concentrations of chemical substances produced by living organisms such as bacteria (Bacillus) and fungi (Penicillium), antibiotics have been given the name of "miracle drug" because of its wide uses over the last two

The use and abuse of anti-biotics

1311 words - 5 pages have suffered mutations and are beginning to resist some anti-biotics.the result is that anti-biotics are starting to loose the war against bacterial infections. For centuries, infections like pneumonia and tuberculosis caused by bacteria were a major cause of disease and death. The discovery of antibiotics has greatly reduced infectious diseases, and protecting public health relies heavily on the use of these drugs. But repeated exposure to

Thomas Paine: Propaganda and Persuasion

726 words - 3 pages Thomas Paine, often called the "Godfather of America" was an eighteenth century writer who used propaganda and persuasion techniques to motivate Americans in the fight for freedom from Britain. In one of several editions of his pamphlets titled The Crisis, Paine used several propaganda and persuasion techniques including over generalization, either/or fallacy, bandwagon appeal, parallelism, analogy, repetition, anecdote, and loaded language

Use and abuse of credit

1413 words - 6 pages Use and Abuse of CreditThe use of credit cards is much more dangerous than use of checks or cash. Paying with cash is very easy; for knowing how much money is available and how much can be spent makes it very hard to get into debt. When paying with a check the process is a bit trickier; the exact balance has to be kept on the account at all time. Knowing what this balance is and continuously replenishing it can be quite hard. Nevertheless, even

ASPCA and the Power of Persuasion

798 words - 4 pages ASPCA and the Power of Persuasion Advertisers all have one goal in common, that is an ad that is catching to a consumer’s attention. In today’s fast paced society there are so many selling products and charities. As I exam the advertisement for the American Society for the Prevention of Cruelty for Animals (ASPCA), I will show how they use the pathos, ethos, and logos – also known as Aristotle’s Theory of Persuasion. Pathos is an emotional

The Psychological Effects of Propaganda and the Nazis Use of It During WW II

9863 words - 39 pages Why We Fight series. Capra was the producer of such movies as It's Wonderful Life and was one of the most famous producers of his day. Capra would mention in his biography that he was inspired by the propaganda films of the Nazis, most notably Leni Riefenstahl's Triumph of the Will. Capra cleverly decided to use the enemy newsreels and propaganda films themselves to create Why We Fight, shooting only the maps and the headlines separately. "Let

The Use of Persuasion in Jewelry Departments

1775 words - 7 pages . Furthermore, they were very well kempt. Their hair was combed and they instantly smelled of cologne. One had a nicely trimmed goatee while the other lacked facial hair. I was impressed. The That’s-Not-All technique is a method of persuasion which initially disguises itself as the Door-in-the-Face technique. In both approaches, a retailer begins by recommending a costly product. The difference lies, however, in the motivation. Individuals who rely on the

Aims, Methods and Success of the use of Propaganda in Two Single Party States

2018 words - 8 pages Compare and contrast the aims, methods and success of the use of propaganda in two single party states. Essentially, both Benito Mussolini and Adolf Hitler had the same fanatic desire to make their nations “Great” and gain considerable respect worldwide which would be determined by their economic might. Both leaders used various means of propaganda to achieve their ultimate aims. To what extent they were successful, however, is a debatable

Abuse of Power in" A Clockwork Orange" by Anthony Burgess

1325 words - 5 pages is the narrator for the reader. The only feelings and insight originate from Alex's point of view. This view is very biased and one sided, thus evoking a sense of sympathy and compassion from the reader. Even though he commits horrible, senseless acts of violence, they are lightened by his narrated thoughts to prove his control. Alternatively, any attempt to control Alex is shown as a horrendous attack and abuse of power. When the ability to

Nazi Party's Use of Artistic Propaganda Led To The Ascension and Dominance of German Culture

760 words - 3 pages Throughout history, government and culture have proven to be inextricably linked . During the early twentieth century, the Nazi Party's use of artistic propaganda through multiple forms of media directly led to its ascension and dominance of German culture. The Nazis' success can be directly attributed to its careful planning, ruthless implementation, and clear results. The Nazi's use of propaganda was meticulously planned by party leaders

"The Picture of Dorian Gray" by Oscar Widle and "The Love Song of Alfred Prufrock" by T.S. Elliot

1017 words - 4 pages Prufrock is a mouthpiece for discontent. Prufrock is a burlesque, but also ominous, because he is a product of the age, a contemporary of T.S. Elliot. Prufrock suffers the woe of the higher classes, a general dissatisfaction at materialism and society, but his nihilism resonates throughout his age, regardless of class, being seen in both farmer and estate owner. The aesthetic paradigm of Prufrock is beauty as a vice of spirituality. The social

Similar Essays

Persuasion And Propaganda Analysis

1283 words - 6 pages come from a reputed company. Overall, the ad uses large text to show the main message, and use much smaller text for the info that is not as important. Propaganda: Virtue Words/Glittering Generalities- “ultimate”, “faster”, “quick” These word appeal to pathos. The word “ultimate” makes us feel elite and superior. The words “faster” and “quicker” makes us feel like we are saving time, since we feel that by doing thing faster or quick. Evaluate

An Account Of The People's Temple Mass Suicide And Jim Jones's Persuasion And Propaganda

872 words - 3 pages Over 910 people committed mass suicide in November of 1977. The people were all followers of the People's Temple (a religious death cult) based originally in California, lead by the infamous Jim Jones (Dickerson 2). The demise of the People's Temple and the killings of over 900 people in Jonestown, Guyana were due to the Temple's contradicting beliefs, Jones's growing insanity and abuse of prescription drugs, and the assassination of Congressman

The Media And The Use Of Propaganda In War

1496 words - 6 pages Dictionary, tenth edition. Oxford: Oxford UniversityPetley, Julian. (2000) Media: The Impact on Our Lives. Great Britain: Hodder WaylandPratkanis, A. R. & Aronson, E. (1992) Age of propaganda: the everyday use and abuse of persuasion. New York: W.H. Freeman.Sardar, Ziauddin & Van Loon, Borin. (2000). Introducing Media Studies. United Kingdom: Icon Books Ltd.Shah, Anup. War, Propaganda and the Media. (2003) Retrieved: 4th August 2003

The Use And Abuse Of Anabolic Steroids

895 words - 4 pages The use and abuse of Anabolic-Androgenic Steroids In a world of increasingly competitive sports, many collegiate and professional athletes test positive for the abuse of illegal performance enhancing drugs. A common drug used is known as the Anabolic-Androgenic steroid. The proper use of AAS when administered by health officials can help individuals with particular health conditions and hormone deficiencies. When an individual takes higher