Lawrence Medina

A Single Word Amidst the Chaos

Understanding what propaganda is and the means by which you can use it—does not create successful propaganda. After all, once you know the core message of your propaganda, you must now learn how to implement… What’s the best way to do that? Well, of course by looking at other’s campaigns.

To break through the chaos of any industry all it ever takes is a single word—that single word isn’t the only one that needs to be said, but it is what your campaign or idea must herald. With that being said, let’s take a look at some Propaganda (remember, using the definition we’ve gone over).

Political Candidates Propaganda

Now… This may seem like a curse in the sphere of politics, but the notion that propaganda is an evil idea in politics is foolish. That is because, according to our definition of propaganda—you are bringing a new idea into the public space and trying to open people to that very idea.

Then as a politician, you will want to utilize propaganda. Let refer to the image above.

Obama. His political campaign—images, designs, and an idea. Heralded by that single word: Hope.

In a dried and tired political landscape at the time, this was a single drop of water that lead many voters to the polls. Given people’s typical idea of politicians—excuse me as I use a cardboard cutout idea of a politician—someone who simply tells people what they want to hear. With people who have had this ingrained into their political discord, then it is clear to see how that single word… Could spark a massive shift.

Considering who Obama was during his first run, it is easy to say… He was practically unknown to most people. It was his campaign that opened people’s mind to his legitimacy for the White House. Whether the words were kind or malicious—Obama became more and more known to the public political discord.

That awareness is the very thing that drove people to act.

This awareness is subtle, meant to trickle into a change that slowly jolts people to one side or another. This is perhaps, why the political cycle seems so long because the propaganda needs more time to work. The propaganda typically needs to seep into the minds of the voters.

That’s politics. Slow and subtle. A wonderful playground for propaganda. Now, this doesn’t mean that all political propaganda is slow… Sometimes it must be dynamic. Create a change immediately within a time of need.

Political Movement Propaganda

“We Can Do It!”

A massive political movement—where despite the pushback, was required. After that specific time period need women in the workforce, even if the masses did not like the idea of it. People had to accept it. Along with a single change of necessity came a greater push towards equality and rights. Political movements often spring from a need to change and will reverberate, leading to more shifts within daily, social, and political landscapes.

Using feminism as one example of many (Mostly for that poster), it was a spark that caused a wildfire within a section of the public that wanted—no, needed more from their society and place of being.

Propaganda of political movements must often move like a firestorm and pick up speed and push their idea into the public mind. This type of propaganda is typically more aggressive. It must be, since it is looking to enact a massive change within the society. This type of propaganda must be heralded by the people. It needs to be something any individual sees as an issue.

Product Propaganda

When it comes to products… Propaganda is very different. You don’t go around telling people, “HEY, TRY MY PRODUCT! DO IT NOW!” A single word won’t compel droves of people to purchase your product. You need to create a voice, a feeling, a situation where your product meets their needs or wants.

We’ll take a look at everybody’s favorite (Almost everybody’s) Coca-Cola.

While this is old, it is still a good form of propaganda. A slogan is often what it takes to enhance your propaganda, but the slogan is only a part of the product. I won’t go into quality or taste because often times even a bad product can have great propaganda and appear great in the eyes of the public.

What enhances your product beyond the words alone? The very thing everybody will see first. The design. The colors. Which boil down to, “The Brand Image.” That is when your slogan should come in and tie everything together.

Pure and simple, “Drink Coca-Cola,” but beyond that, what do you have? No matter what you’re doing, no matter what you’re having… It will go better with a Coke.

This is great propaganda because it isn’t telling anybody to do anything (Excluding the “Drink Coca-Cola” bit), it is telling people, with a Coke in hand, things go better.

Great propaganda will only place the idea in your head. So the next time you come across their product… You’ll probably want to pick it up.

When it comes to propagating your propaganda with products, you often want to aim for a feeling that you can impart onto your potential consumers or clients. This also goes for services. Say you run a creative service, you don’t want to give the impression that you’re dull.

Your Brand’s Image matters to your consumers. It is what attracts them at first, but it’s the words you use from then on that bring them to your product/service.

What about products that do not have the same appeal as the Coca-Cola… Like, say, something that’s good for you… Something that you might need, but certainly wouldn’t normally want to drink (Some people anyway).

Got Milk?

This will be short. Since the main appeal from this campaign was the use of popular and public figures.

The use of public figures often does not bode well for your brand, but if it is for the purposes of creating awareness, then this is another story. If you have a product, then you want it to take center stage, because that is the appeal—The product.

What if your product is something good for people, but not what they enjoy? That’s where “Got Milk?” came in. They used celebrities, to get more people to look at their product and essentially purchase it.

Now… Celebrities… Are not good for your brand. In fact, they’re terrible. For the simple fact that celebrities themselves must push their own brand. Your product will become a bandwagon of their brand. Which means you lose your voice underneath theirs. Celebrities are great for awareness, but not for elevating your brand.

Propaganda is an excellent tool for creating awareness and if your product doesn’t need to take center stage… Then feel free to use celebrities or rather influencers, they’ll certainly make more people know your product exists.

Where lies the change within propaganda? Where can you utilize it? How do you push beyond simple awareness and implanting a new idea?

Creative Propaganda-Inspiration

This may seem like a strange way to look at propaganda… Or you can view it as a slightly upgraded definition of it. Perhaps an extra asterisk to it.

Inspiration.

The means of which is to inspire those who gaze upon it. To fill them with a new meaning or shift their perspective on any manner of topic. Creativity is an odd force in propaganda. Why is that?

Who can clearly stat that something is truly creative? The best way to determine creativity within propaganda is a shift in perspective. Which is essentially what propaganda will aim to do.

The Creative Revolution is upon us all. New eyes are turning to places that other may have never looked before. This means only one thing.

Propaganda is changing. Shifting into a new tool that anyone could potentially use.

So long as we know how to let people see things in a new light.

If there is anything to take away from this… Well. I can’t directly say that now can I?

Let me know what you took away from this.