Techniques of Propaganda and Persuasion by Magedah Shabo

Author:Magedah Shabo [Shabo, Magedah]
Language: eng
Format: mobi
Tags: Sociology
ISBN: 9781935466673
Publisher: Prestwick House
Published: 2010-10-31T14:00:00+00:00

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The desire for power and prosperity and the fear of loss are two of the sentiments propagandists exploit to bypass rational thought.

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CHAPTER 15: THE DESIRE FOR IMMORTALITY AND THE FEAR OF DEATH

The fear of death and the desire for immortality are very closely related. In both cases, continued life is the desired outcome, and death is to be avoided. Depending on the circumstances, however, one way of stating the issue may be considerably more powerful than the other.

In the case of an anti-smoking campaign, for instance, preying on the fear of death is far more appropriate than promising health and longevity. After all, a person who doesn’t smoke will not necessarily live to an old age, so the advertiser cannot promise a long life to those who don’t smoke. In an ad for a “healthy” breakfast cereal, on the other hand, it would make more sense to appeal to the audience’s desire for a long life. In any case, a company cannot claim that failing to eat their cereal causes death.

DESIRE FOR LONGEVITY

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