Evolutions in Advertising and Propaganda

Abstract

The influence of advertising and propaganda shapes our understanding, whispers to our drives, and beckons our behavior. Methods are both direct and indirect, at times appealing to our thoughtful, conscious minds, and at other times sidestepping the thinking process altogether to insinuate messages and urges deep beneath our conscious understanding. When we’re consumers, we’re truly guided by voices that are not our own.

Treatment

What is Thinking?

This is a question that has retained its vitality among scientists and philosophers, alike.

From a neurological perspective, and at a very high level, the gray matter of the brain can be described as a neural network comprised of billions of nerve cells. Neurons respond to stimuli with a series of electrochemical signaling passed between neurons at synapse points, carried by chemicals known as neurotransmitters – serotonin, dopamine, and endorphins. The nerve cells are separated into different regions of the brain and assigned different tasks. (Whybrow, 1997)

Acclaimed neuropsychiatrist Peter C. Whybrow, M.D., refers to the research of Paul D. MacLean, and his seminal work The Triune Brain in Evolution, as useful for mapping functional centers of the brain. These are the reptilian, limbic/ancient mammalian, and the cortex/new mammalian (1997).

The reptilian brain represents the center for biological and fight/flight urges, while the limbic and cortex brains are affiliated with emotion and higher-order cognition, respectively (Sacks, 2006). These assignments can be loosely mapped to the physical regions of the brain:  reptilian brain linked to the amygdala, limbic to the hippocampus, and neocortex to the frontal lobe, as seen here.

(Boyd, 2010)

Ultimately, thinking is the neurologic activity that we use to interpret, consider, and organize our physical responses to the objects and experiences of our lives. “Thinking allows beings to make sense of or model the world in different ways, and to represent or interpret it in ways that are significant to them, or which accord with their needs, attachments, objectives, plans, commitments, ends and desires” (“Thinking,” 2011.).

In the realm of advertising and propaganda, however, thinking is intended to be either subdued or simply bypassed altogether.

Direct Influence

Of the two approach methods, direct influence is more closely tied to the thinking process. These are appeals which engage reasoning functions, the cortex. Frequently, this approach uses communication that is misleading or deceptive for the purpose of remolding our thinking.

Techniques include propaganda, such as name calling, false analogies, celebrity testimonial, and glittering generalities. This method also uses faulty logic such as either/or fallacy, correlation as causality, over simplification, circular reasoning, evasion, and generalizing from a specific. Other tactics include errors of attack and of weak reference - employing threat, force, or baseless appeals to social motivations. (Cuesta College, 2003)


A terrific example of this kind of skewed appeal to reasoning is Rupert Murdoch’s FOX News. In this clip, we see use of a number of the techniques listed above. Most damningly, though, we see the memorandums to pundits which determine what opinions to express as well as specific phrases and terms to be used to express them (Greenwald, 2006).

Indirect Influence

Indirect techniques are the ones that target the limbic and reptilian centers of the brain. They tend to exploit the ways our subconscious minds associate the objects and images of the world with our passions, fears, and longing.

These methods are not intended to only offer product information, but instead subtly insert themselves into our emotional and subconscious minds, to direct our buying behavior from beneath our reasoning centers. Clotaire Rapaille, renowned market researcher, specifically addresses the lower level functioning of the reptilian brain. As he says, "The reptilian always wins” (qtd. in Sacks, 2006).

In his work, Rapaille investigates the associations we have with certain words, our deep psychological “imprint,” made the first time we understand the word (qtd. in Dretzin, Goodman, and Soenens, 2003). Rapaille believes researching our connections to these words uncovers “an unconscious code in the brain” that links all the way down to our most primal drives and urges. The idea is that marketing and product design built to match this code will pull consumers via unconscious and innate drives, simply bypassing rationality for impulse driven action (Dretzin, et al, 2003).

Similarly, political consultant Frank Luntz uses market research focus groups to observe subject responses to certain words, polling for positive response and also tracking body language and affect. He’s been highly successful, guiding the Republican party to use the friendlier sounding “tax relief” rather than the suggestive knife-brandishing of “tax cuts,” for example. (Dretzin, et al, 2003)

Luntz was responsible for the stunning turnaround in public opinion that resulted from changing the prevalent language from “Estate Tax” to “Death Tax” (Dretzin, et al, 2003). When challenged about the integrity of his tactics, Luntz replied, “It's the same tax, but nobody really knows what an estate is, but they certainly know what it means to be taxed when you die. I'd argue that is a clarification, it's not an obfuscation” (qtd in Dretzin, et al, 2003).

Technology continues to introduce even more advanced systems for influencing the motivations of an audience. Neuromarketing uses biomedical instruments to measure subjects’ neurological response to products and messages at both conscious and unconscious levels by monitoring brain activity, muscle movement, eye tracking, and biophysical indicators (MindLab, 2011).

In their research, MindLab analysts have found that the success or failure of a product or service is often guided by influences far outside of reason and rationality. Their work suggests that conscious thinking doesn’t primarily drive decision making, such that even factors as “seemingly unimportant as changes in font can, on occasions, have profound effects on consumer responses at a subconscious level” (MindLab, 2011).

Conclusion

Beyond thinking, those engaged in the high art (and science!) of advertising and propaganda are interested in outcomes: revenue, votes, loyalty, and action. They’re interested in the most effective, efficient means for inducing positive response.

Direct methods and techniques offer a specific argument or assertion. Often, these can be found to be faulty or unproven.  Those on the receiving end have claims they can investigate or points they can consider – or not; they may also choose to be passive recipients of the message. 


Indirect methods signal impulses, starting connections that travel the neural network deep beneath the centers of reason and logic, pulling at our limbic responses and reptilian urges. They may bypass our thinking processes, but it's important to note, they don't disable them. As with direct methods, recipients must still choose to consider choices - or not.

Methods for extending both types of influence are increasingly pervasive, sophisticated, and nuanced (Dretzin, et al, 2003). In one way, with techniques as effective and subtle as those which use the indirect method, it would be reasonable to evaluate if advancement of study in this area might represent a dangerous imposition on our free will. 

I will take a more optimistic outlook, though, to posit that perhaps these studies reflect an evolution in our understanding of how to communicate with one another. The ability to convey deep impressions is one we’ve always had, but haven't completely understood. I marvel at these advancements: the insight to the working of the mind, new knowledge of how to relay message on multiple levels. I'm intrigued and excited by the prospect of new power and opportunity for all forms of creative expression, and am looking forward to learning more as the evolution continues.

References

Boyd, R. (2010). Triune brain summary [image]. Retrieved from http://www.energeticsinstitute.com.au/page/triune_brain.html

Cuesta College (2003). Recognizing propaganda techniques and errors of faulty logic. Retrieved from http://academic.cuesta.edu/acasupp/as/404.htm

Dretzin, R., Goodman, B., & Soenens,M. (Producers). (2003). Frontline: The persuaders [video]. Retrieved from http://www.pbs.org/wgbh/pages/frontline/shows/cool/

Greenwald, R. (Producer). Brave New Films (Poster) (2006, May 3). OUTFOXED: Rupert Murdoch's war on journalism – trailer [video]. Retrieved from http://www.youtube.com/watch?v=w39FnpuMRfo

MindLab International, LTD. (n.d.) Neuromarketing at MindLab International. Retrieved March 12, 2011 from http://www.themindlab.org/ml_Neuromarketing_at_Mindlab_International.pdf

Sacks, D. (2006, April 1). Crack this code. Fast Company. Retrieved from http://www.fastcompany.com/magazine/104/rapaille.html

Thought (n.d.). In Wikipedia. Retrieved March 12, 2011 from http://en.wikipedia.org/wiki/Thought

Whybrow, P. C. (1997) A mood apart: The thinker’s guide to emotion and its disorders. HarperPerennial, New York.