Propaganda and Its Hooks
Why is it that certain advertisements draw more attention than others? Today, propaganda still plays a huge role in advertisement just like it did back in the 1920s during Adolf Hitler’s time. Adolf Hitler was the leader in the National Socialist Party who used propaganda as a device to “convince the masses” (Miller 639). He compared propaganda to advertising because propaganda is similar to advertising in that they both attract the emotional component of their audience. Found in Robert K. Miller’s book is a passage written by Hitler, “All advertising, whether in the field of business or politics, achieves success through the continuity and sustained uniformity of its application” (Miller 639). After World War I, Hitler learned the advantages of propaganda through Germany’s opponent. He applied their similar skill and calculation in creating his own propaganda for World War II that worked towards the masses (Miller 633). Since persuasive advertising is a form of propaganda companies use to try to sell their products, people who pay attention to the advertisements should go beyond just the fine colors and wordly illustrations and figure out why the advertisement is the way it is.
Not only could one reference their judgment of an advertisement to Cross but could also utilize Fowles’ fifteen basic appeals. In this Ketel One Vodka ad it seems as though the ad is trying to get the message across about how if one consumes this brand one is in need for curiosity, affiliation, prominence, dominate, and autonomy. By just turning the page to this ad, one would be expected to stop and wonder why it is so vague but yet not so vague. By nature, one is curious and by looking at this ad he may be interested in exploring the hidden message behind the bold words on a white background. One would feel that he needs the feeling of affiliation because this ad is telling all “Ketel One Drinker” a message, thus, an individual may feel the need to be part of a group where he could share something in common with. By looking carefully at the words, it could suggest that the ad is telling an individual the he may have the need to feel autonomy as well as prominence and dominate. The wording is printed in bold Old English font which suggests that one could enjoy the “prestige and high social status” (Cross 439) if one consumes this brand. If he chooses to do so, he could feel the powerful integrity of being superior. It is clear that by taking a closer look at the advertisements consumers are
Some topics in this essay:
VW Beetle,
Ketel Vodka,
War II,
Ketel Drinker”,
Viejo CA,
Thank You”,
Referring Fowles’,
Rolling Stones,
Robert Miller’s,
Basic Appeals”,
vw beetle,
hand corner,
lower hand corner,
false analogy,
lower hand,
ketel vodka,
extreme fallacy,
“dear ketel,
squared shape,
fifteen basic,
draw attention,
words white background,
“dear ketel drinker,
ketel drinker thank,
drinker thank you”,
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Approximate Word count = 1837
Approximate Pages = 7 (250 words per page double spaced)
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