The Beginner’s Guide to Effective Propaganda

By Baran Ghaforian | From Archives

The sentence “Big Brother is watching you” is coveted by Orwell fans and used satirically by political commentators alike. This phrase is arguably fiction’s most prolific example of propaganda— it's a slogan expertly crafted to advertise a belief or cause. Today, propaganda runs amok, targeting everyone. In a world of constant consumerism, propaganda, and its more innocent counterpart, advertisement, are impossible to escape. Propaganda can be incredibly similar to advertisement, especially in the tactics they employ. Historical examples of propaganda, such as Canadian Wartime Propaganda, used the same bright colours and fancy fonts as today's makeup advertisements. To accumulate interest, these campaigns bombard their audience with so much visual stimulation they must remember the promotion. While this media can be excessively showy, their main message is always short and sweet— effective promotional campaigns never overstay their welcome. Campaigns must be easily digestible by anyone, anywhere. People don't want to be bombarded with dozens of concepts while watching television or walking down the street. A sentence is enough to garner interest, and longer phrases may result in convoluted and difficult to consume promotional material. Your audience must barely register your influence. Barack Obama’s 2008 presidential campaign is an example of effective propagation. To ensure his election, Obama’s team produced a poster of a stencil portrait of him with the simple tagline of “change,” “progress,” or “hope.” The efficacy of this poster lies in its simplicity. Rather than spouting statistics or detailed plans of action, Obama merely associates his name with these positive traits and advertises himself with a bold, blocky font and bright hues. Sportswear company Nike applies the same tactics. Their iconic slogan “Just do it,” is stylized in a simple, eye- catching font, which does not vitiate the slogan’s intent. Your advertisements must be clear, as accessibility guarantees further reach. With simplistic messaging, more people will support your cause or buy your product.

Effective promotional material targets consumers’ emotions. Obama’s presidential posters instill confidence in Barack Obama’s ability to spark change, kickstart progress, and spread hope. Nike’s slogan is inspiring as well, instilling self-confidence in consumers. The latter’s slogan uses a popular advertising tactic: addressing the reader directly. By establishing a connection with audiences, you cement yourself in their minds. Promoting your campaign can be daunting, but appealing to readers’ emotions and keeping things simple ensures an effective campaign.