Propaganda is the act of using false information to persuade people or customers in terms of marketing to accept an opinion or change their beliefs about something. Many international trade marketers and companies in the sale of their products have used this method. Customers have let propaganda pursued them into buying products they would not want to use them. In a variety of companies, the media of mass communication have been the central means for the development of consent through the cultural form of propaganda.
The aim of propaganda is to deliver the message to a large group of people with the intention of changing or manipulating their original views. All this propaganda is found in televisions, magazines, billboards, and movies (McClintock, 2005). Where this propaganda is featured, is in companies, which manufacture cosmetics or women’s products.
Tough people have realize that what the advertisement says, and how the products are advertised is not the reality of the situation they still end up buying the products. For example, the advert of facial lotion says that the use of it will result to a younger look in ninety days. However, this is unbelievable, but still consumer’s hope for the best results. It has caught the attention of many consumers.
Various methods of propaganda
There are various methods on how companies use propaganda into persuading the consumer develops a desire to purchase. The first device used frequently in the adverts is the use of overstatement that is exaggerating the importance of its use to the target customers. For example, max factor company, dealing with cosmetics succeeds with the use of a claim suggesting that if women uses these cosmetics, they will make them feel like a wild tiger and more adventurous. The use of these cosmetics especially the eye products will make the women more noticeable, which is more less to be impressive like a wild tiger.
Another device is the use of false analogy. This is the comparison of two items sharing some common qualities. Using the above example, comparing a woman look in the process of using the product to a wild tiger is a false analogy. The feelings of a wild tiger represent how a woman will feel after using these products. There is also the use of bandwagon method, that is an act of making people believe that everyone is doing the act or using it and so they should do so themselves. This is more featured in the use of celebrity model and the affordability of the products. This sways the consumers into purchasing the products because the celebrity uses it, then it will make the consumer look like the celebrity. The popularity of the product is more valuable to the many consumers than how it is used.
A celebrity testimonial is another device use by propaganda. This is also used in the cosmetic industries, where they use a model to give consumers hope and believe that in the use of the product they will look like them. It is not likely that this model or celebrities use these products, however women end up using because of the confidence they gain from the celebrities. It causes the target consumer to identify him or herself with the product or accept the outlines in the product.
Glittering Generalities is another device, which makes the consumers, accept, and approve the use of the device without a further examination and evidence of the product. It is the opposite of name-calling. Words as “ultra soft” in the advertisement of sanitary buds are well enough to persuade the customer to purchase it (Louiseekeene, 2009). The slogan catches the attractiveness of the consumers to the extent that they do not question what it is all about the product. It has an appeal to the emotions of love, goodness, and generosity of the consumer. It stirs up the emotions and fogs out the thinking of consumer.
Assertion is also a technique of propaganda commonly use in the advertisement industry. An assertion is an energetic and enthusiastic statement presented as a fact though it is not the truth of the situation. The subject agrees with the statement without the use of additional information for further clarity. The advertiser states that the product is best for the intended use without providing an evidence for its use. Card staking is also another widespread technique that consumers may not be aware of its presence in the market. This involves staking of cards in favor of the products; where advertiser stress more on the positive quantities leaving the negative quantities uncovered. Another way of applying propaganda is obtaining disapproval of the consumers. If the group using the product is, mobilize to support the qualities of the product the unbelieving consumers will end up using the product at the long run.
Missing information device is also another technique big company’s use to affects customers on the purchasing of their products. This work well in speech and writing where the advertiser use the impression and supporting sources to explain the impact or effect on the consumer on the use of the product. For example, in the advert of food products, an advert can put across such statements as” I know individuals who use this product but are not with us.”
In conclusion, various companies have embraced the use of this propaganda in the market and it will not easily fade away because of its effectiveness in persuading consumers in purchasing of the products. The only thing is for consumers to control impulse and reading between the lines of advertisements but rather be aware of why they purchase such products.