Melanie Eder

ILM 4
Mrs. Samantha Einwagner
April 28, 2019

Propaganda in the modern Marketing

Propaganda is still used in modern advertisements and affects the customer behavior

of the people – most of the time in negative ways but it could be also used in a positive way.

Since the begin, as in recent centuries, propaganda disseminate information, facts, arguments,

half-truths, or lies, to influence public opinion.

The effects of TV and technology on our minds and how it does make us consume

more. “Advertising as used today is primarily a type of propaganda, designed to gain and hold

the allegiance of a mass market. The essence of propaganda is that its conditions people to

act in a way favorable to or desired by the propagandist.” There are lots of different techniques

in the world of propaganda, which are used in todays marketing strategies. One of my favorites

examples is the Hummer, a car which hasn`t the best design, but has been sold very good.

The reason is that it has been promoted as a weapon, which protect the kids and the family.

Another technique, which most companies use, is the card stacking method. Therefore, they

keep focus at the positive facts of a product and downplaying the negative once.

Propaganda is used to change the customer behavior of people, so it should also be

able to say that people should buy more heathy food, stop buying cigarettes and doing over

consuming. There are already successful examples which show that propaganda could also

influence people in a more positive way. A current example is the film Earthlings, which is

marketing for a vegan lifestyle. There have been still a few more examples in the past –
campaigns that promote AIDS awareness and proposal to wear seatbelts. Most probably the

reason that there are not that much of such positive ways of propaganda to mention, is the

reason that it is a capitalist venture, not an ideological with associated costs.

In conclusion propaganda effects all of us in our daily life and is also an essential

element in advertising. Moreover, it influences our subliminal level and if we mind out, we`ll

notice the most of them. I think since the begin of propaganda it will always be a topic in our

world and influence our opinions in different ways.

https://eluxemagazine.com/magazine/ways-advertisers-make-you-buy-stuff/
https://blog.hubspot.com/marketing/ads-with-subliminal-messages
https://www.jstor.org/stable/1247829?seq=1#page_scan_tab_contents
https://marketingwit.com/examples-of-propaganda-techniques