(完整word版)专业硕士英语教材第七节内容.pdf

Section four:Mass Media 1.Propaganda Techniques in Today s Advertising We Americans,adults and children alike,are being seduced.They are being brainwashed.And few of us protest.Why?Because the seducers and the brainwashers are the advertisers we willingly invite into our homes.We are victims,seemingly contenteven eagerto be victimized.One study reports that each of us,during an average day,is exposed to over five hundred advertising claims of various types.This bombardment may even increase in the future,since current trends include ads on movie screens,shopping carts,videocassettes,even public television.We absorb their messages and images into our subconscious.Advertisers lean heavily on propaganda to sell their products,whether the“products”are a brand of toothpaste,a candidate for office,or a political viewpoint.Propaganda is a systematic effort to influence people s opinions,to win them over to a certain view or side.Propaganda is not necessarily concerned with what is true or false,good or bad.Propagandists simply want people to believe the messages being sent.Advertisersoften use subtle deceptions to sway people s opinions;they may even use what amount to outright lies.What kind of propaganda techniques do advertisers use?There are seven basic types:1.Name Calling Name calling is a propaganda tactic in which a competitor is referred to with negatively charged names or comments.By using such negative associations,propagandists try to arouse feelings of mistrust,fear,and even hate in their audiences.2.For example,a political advertisement may label an opposing candidate a“loser,”“fence-sitter,”or“warmonger”.Depending on the advertiser s target market,labels such as“a friend of big business”or“a dues-paying member of the party in power”can be the epithets that damage an opponent.Ads for products also often use name calling.An American manufacturer may refer in its commercial,for instance,to a“foreign car”-not an“imported one.”The label of foreignness will have unpleasant connotations in many people s minds.Another example is the MasterCard ad that shows a man trying unsuccessfully to get some cash with his American Express card.A childhood rhyme claims that“name can never hurt me,”but name calling is an effective way to damage the opposition,whether it is another credit card company or a congressional candidate.3.Glittering Generalities。A glittering generality is an important-sounding but general claim for which no explanation or proof is offered.It is the opposite of name calling.advertisers who use glittering generalities surround their products with attractiveand slippery words and phrases.They use vague terms that are difficult to define and that may have different meanings to different people，such as“great”,“progress”,“beautiful”and“super”.精品资料-欢迎下载-欢迎下载 名师归纳-第 1 页，共 4 页 -This kind of languages stirs positive feelings in people,feelings that may spill over to the product or idea being pitched.As with name calling,the emotional response may overwhelm logic.Target audiences accept the product without thinking very much about what the glittering generalities really mean.4.The ads for politicians and political causes often use glittering generalities because such“buzz words”can influence votes.Election slogans include high-sounding but basically empty phrases like the following:“He cares about people.”(That s nice,but is he a better candidate than his opponent?)“Vote for progress.”(Progress by whose standards?)“Theyll make this country great again.”(Does“great”mean the same thing to candidate as it does to me?)“Vote for the future.”(What kind of future?)Ads for consumer goods are also sprinkled with generalities.Product names,for instance,are often designed to evoke good feelings:Love diapers,New Freedom feminine hygiene products,joy liquid detergent,and Loving Care hair color.Products slogans lean heavily on vague but comforting phrases:Kinney is“The Great American Shoe Store,”General Electric“brings good things to life,”and Dow Chemical“lets you do great things.”We are also told that Chevrolet,is the“heartbeat of America,”and Coke is“the real thing.”3.Transfers In transfer,advertisers try to improve the image of a product by associating it with a symbol most people respect,like the American flag or Uncle Sam.The advertisers hope that the prestige attached to the symbol will carry over to the product.Many companies use transfer devices to identify their products:Lincoln Insurance shows a profile of the president;Continental Insurance portrays a Revolutionary War minuteman;Amtrak s logo is red,white,and blue;Liberty Mutuals corporate symbol is the Statue of Liberty;Allstate s name is cradled by a pair of protective,fatherly hands.Corporations also use the transfer techniques when they sponsor prestigious shows on radio and television.These shows function as symbols of dignity and class.Kraft Corporation,for instance,sponsored a“Leonard Bernstein Conducts Beethoven”concert,while Gulf Oil is the sponsor of National Geographic specials and Mobil supports public television s Masterpiece Theater.In this way,corporations can reach an educated,influential audience and,perhaps,improve their public image by associating themselves with quality programming.Political ads,of course,practically wrap themselves in the flag.Ads for a political candidate often show the Washington Monument,a Fourth of July parade,the Stars and Strips,a bald eagle soaring over the mountains,or a white-steeple church on the village green.The national anthem or“America the Beautiful”may play softly in the background.Such appeals to Americans love of country can surround the candidate with an aura of patriotism and integrity.精品资料-欢迎下载-欢迎下载 名师归纳-第 2 页，共 4 页 -文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 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HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L64.Testimonial The testimonial is one of advertiser s most-loved and most-used propaganda techniques.Similar to the transfer device,the testimonial capitalizes on the admiration people have for a celebrity to make the product shine more brightlyeven though the celebrity is not an expert on the product being sold.Print and television ads offer a nonstop parade of testimonials:heres Cher for Holiday Spas;heres basketball star Michael Jordan eating Wheaties;Michael Jackson sings about Pepsi.American Express features a slew of well-known people who assure us that they never go anywhere without their American Express card.Testimonials can sell movies,too;newspaper ads for films often feature favorable comments by well-known reviewers.And,in recent years,testimonials have played an important role in pitching books;the backs of paperbacks frequently list complimentary blurbs by celebrities.Political candidates,as well as their ad agencies,know the value of testimonials.Barbra Streisand lent her star appeal to the presidential campaign of Michael Dukakis,while Arnold Schwarzenegger endorsed George Bush.Even controversial social issues are debated by celebrities.The nuclear freeze,for instance,starred Paul Newman for the pro side and Charlton Heston for the con.As illogical as testimonials sometimes are(Pepsis Michael Jackson,for instance,is a health-food adherent who does not drink soft drinks),they are effective propaganda.We like the person so much that we like the product too.5.Plain Folks The plain folks approach says,in effect,“Buy me or vote for me.Im just like you.”Regular folks will surely like Bob Evanss Down on the Farm Country Sausage or good old-fashioned Country time Lemonade.Some ads emphasize the idea that“were all in the same boat.”We see people making long-distance calls for just the reasons we doto put the baby on the phone to Grandma or to tell Mom we love her.And how do these folksy,warmhearted scenes affect us?They re supposed to make us feel that AT&T the multinational corporate gianthas the same values we do.Similarly,we are introduced to the little people at Ford,the ordinary folks who work on the assembly line,not to bigwigs in their executive officers.What s the purpose of such an approach?To encourage us to buy a car built by these honest,hardworking“everyday Joes”who care about quality as much as we do.Political advertisements make almost as much use of the“plain folks”appeal as they do of transfer devices.Candidates wear hard hats,farmers caps,and assembly-line coveralls.They jog around the block and carry their own luggage through the airport.The idea is to convince voters that the candidates are at heart average people with the same values,goals,and needs as you and I have.Card Stacking.When people say that the cards were stacked against me,they mean that they were never given a fair chance.Applied to propaganda,card stacking means telling half-truthsmisrepresenting the facts by suppressing relevant evidence.Card stacking is a difficult form of propaganda both to detect and to combat.When a candidate claims that an opponent has changed his mind five times on this important issue,we tend to accept the claim without 精品资料-欢迎下载-欢迎下载 名师归纳-第 3 页，共 4 页 -文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6文档编码:CS9V4H2I9P7 HA10N6X7Q1X10 ZT9Y8V1A7L6investigating whether the candidate had good reasons for changing his mind.Many people are simply swayed by the implication that the candidate is waffling on the issue.Advertisers also use a card stacking trick when they make an unfinished claim.For example,they will say that their product has twice as much pain reliever.We are left with a favorable impression.We dont usually ask,Twice as much pain reliever as what?When Ford claimed that its LTD model was 400%quieter,many people assumed that The LTD must be quieter than all other cars.When taken to court,however,Ford admitted that the phrase referred to the difference between the noise level inside and outside the LTD.5.Bandwagon In the bandwagon technique,advertisers urge,“Everyone s doing it.Why don t you?”This kind of propaganda appeals to the deep desire many have not to be different.Political ads tell us to vote for the“winning candidate.”Advertisers know we tend to feel comfortable doing what others do;we want to be on the winning team.Or ads show a series of people proclaiming,“I m voting for the Senator.I dont know why anyone wouldn t.”Again,the audience feels under pressure to conform.The bandwagon approach is also a staple of consumer ads.They tell us，for example，that“Nobody doesn t like Sara Lee”(the message is that you must be weird if you don t).They tell us that“most people prefer Brand X two to one over other leading brands”(To be like the majority,we should buy Brand X).If we dont drink Pepsi,were left out of“the Pepsi generation.”To take part in“Americas favorite health kick,”the National Dairy Council urges us to drink milk.And Honda motorcycle ads,praising the virtues of being a follower,tell us,“Follow the leader.He s on a Honda.”Why do these propaganda techniques work?Why do so many of us buy the products,viewpoints,and candidates urged on us by propaganda message?They work because they appeal to our emotions,not to our minds.Clear thinking requires hard work:analyzing a claim,researching the facts,exami