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Smart Propaganda

 Image taken from anarchosydicalism.net

The definition of ‘Propaganda’, according to businessdictionary.com, is “a message designed to persuade its intended audience to think and behave in a certain manner.” In 1933, Adolf Hitler came to realize how potent and effective it is; therefore, he appointed Joseph Goebbels as the Minister of Propaganda during the former’s political regime in Germany.

In that position, Goebbels used all media of education and communication forms for the benefit of Nazi aims: the concept that Germans were leaders and rulers of the world. Moreover, his successful ideas have prevailed throughout history and still apply not only in political aspects but also in commercial ones.

If you want to read about all these principles, click here.

Propaganda might have a negative connotation because of its importance and effect back then; however, nowadays it could be used in a more positive way. Not like “white propaganda”, where the methods of persuasion are gentler. It is more of smart propaganda.

Let us focus on the following points, taken from Goebbels:

6. To be perceived, propaganda must evoke the interest of an audience and must be transmitted through an attention-getting communications medium.

12. Propaganda may be facilitated by leaders with prestige.

14. Propaganda must label events and people with distinctive phrases or slogans.

Suppose you were to persuade your target to get a recycling culture. First of all, the idea supports a social cause for a better world, and therefore your brand will gain an activist reputation; nevertheless, saying so is not enough. Choosing the right media to communicate the message is the first step. Then again, not the end of the process.

Catching attention means telling the audience why it is important to do something about the issue your brand is concerned about and why it is necessary to act as a whole. As a society. Creativity is a must to construct the right message since a severe tone might be a little overused.

Leaders with prestige could be the brand itself, famous people as ambassadors of the cause…but it would be necessary to make alliances with actual activists who are into the cause already. How about a Non Governmental Organization? Openness in this sense may lead to a greater participation.

Labeling events and people is translated into segmentation. As simple as that.  The key is keeping in mind who you are talking to; hence, the catchy or punchy phrases will come easier.

Social responsibility goes beyond selling an idea. If it turns into an ideology that will bring social benefits, then it is smart propaganda we are talking about; thus, the cause becomes much more powerful and creates awareness.

Awareness that your brand started it all up.


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