4 propagandatekniker i reklamens värld

Skillnaden mellan reklam och propaganda är ibland hårfin. Att reklam lånar tekniker från propaganda – vars syfte är att övertala människor – faller sig naturligt. Propaganda är kraftfullt, det var till exempel till stora delar propagandans förtjänster som gjorde att forna Sovjetunionen höll ihop såpass länge som det gjorde.

1. Card-stacking

Card-stacking är med stor sannolikhet den allra vanligaste propaganda-tekniken som används inom reklam. Tekniken går ut på att till varje pris undvika vad som kan tänkas vara negativt med en produkt. Ett sätt att få en produkt att framstå som mer attraktiv än vad den i själva verket är. Ett relativt vanligt förekommande exempel är att marknadsföra godis och chips som nyttiga (t.ex. olika typer av chips gjorda på linser, naturgodis etc.). Det kan helt enkelt vara ett sätt att locka till köp som inte sker i fall där konsumenten har hela bilden.

2. ”Alla andra gör det”

Teknik nummer två som används i reklam och som hämtats från propagandans värld kan vi kalla för ”alla andra gör det”. Det är en teknik som går ut på att appellera till din känsla av grupptillhörighet. Om alla andra har en viss pryl eller gör på ett visst sätt, varför ska inte du också vara en av dem? Reklammakare vet att det ligger i människans natur att inte vilja vara utanför. Om de kan få dig att tro att alla andra använder deras produkter eller tjänster är chansen stor att du också hoppar på tåget.

Nu säger inte vi att det du sysslar med är propaganda, men om det nu skulle vara så så är det förmodligen helt okej. Internet är idag en överlägsen marknadsföringskanal, men det finns fortfarande ett syfte för budskap som sprids via alldeles vanligt papper. Officedepot är en bra onlineshop för allting relaterat till kontorsvaror, exempelvis kopieringspapper för all information du behöver sätta på print.

3. Överförings-propaganda

Kategori 3 är en typ av strategi som vi här väljer att kalla för överförings-propaganda. Reklammakare använder tekniken för att försöka överföra positiva känslor du associerar med någonting annat till deras produkter, tjänster eller varumärke. Säg till exempel att du ser en reklam för en kedja som säljer matvaror. Inte så attraktivt i sig kanske. Men om de väljer att krydda annonsen med tillägget att alla deras produkter är miljömärkta så överförs en del av dina positiva associationer med det till deras kedja.

4. Skimrande generaliseringar

Den sista tekniken att titta på handlar om att använda sig av positivt laddade ord vars betydelse i sammanhanget egentligen är oklar. Det inkluderar exempelvis ord som ”hopp”, ”förändring”, ”möjlighet” och ”rättvisa”. Vem minns till exempel inte Barack Obamas slogan ”Hope” från hans presidentvalskampanjer. Hopp för vad? För vem? Det behöver inte preciseras ytterligare. För att få dig på kroken behövs ibland inte mer än ett ord.

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