Lie to Me by Tiffany Taylor

I would like to thank and acknowledge Mr. Sandiford for his guidance and encouragement in the completetion of this work. I would also like to thank my classmates for their participation in questionnaires and conversations that contributed to the content of this discussion.

iii

Preface Methodology A History of Advertising The Problem with Advertising Defining Propaganda Facts or Feelings? The People Think Agents of Propaganda? Lie to Me Appendix Endnotes Bibliography Illustrations

vii ix 1 5 11 15 23 25 27 b f n r v

It is hard to imagine what the world would

of advertising may have entered an ethical

look like without advertisements. It has

grey area. Regardless of this, advertising is

been claimed the average American is

extensively embraced by our consumerism-

exposed to anywhere from a few hundred

driven public anyway.

to a few thousand advertisements a day.1

This is not only an issue of concern for

As Western culture has become increas-

consumers but also for those involved in

ingly saturated by the media, advertisers

the advertising industry. It is often said that

have had to adjust to growing competition.

a designerâ&#x20AC;&#x2122;s job is to communicate a mes-

Todayâ&#x20AC;&#x2122;s society is more bombarded with

sage. As such, is it a designerâ&#x20AC;&#x2122;s obligation

messages on a daily basis than any before

to deliver truthful messages to the public or

it. Even so discussions about the integrity

is her job merely to deliver the message she

and effect of these messages are propor-

is mandated to regardless of its integrity? Is

tionally lacking.

there a defining line that distinguishes per-

Few people will admit to being comfortable with their thoughts and decisions

suasion from manipulation and, if so, drawn by whom?

being manipulated by propaganda, yet

As marketing messages have become

many will passively accept the messages

a central fixture in contemporary Western

of advertisers. Developing from purely

societies, it is important for both consumers

informational to persuasive and eventually

and designers to contemplate what good

becoming manipulative in nature, the art

advertising really means.

vii

In order to discuss this issue it was necessary to determine how the public defines advertising and propaganda and to ascertain the attitudes they hold towards each of these. To do this, a questionnaire was created and administered to a sample of the public consisting of 62 individuals. Respondents varied in age from 14-62, with the majority falling into the 18-22 years age range.

A questionnaire was also administered to 26 individuals studying or working in fields of communication arts such as graphic design and writing. This aimed to establish what degree of conversation exists about the integrity of their messages as communicators and to investigate what persuasive tactics are encouraged in the industry.

In 2008, it was estimated that worldwide

entertainment such as this are increasingly

spending on advertising would exceed (US)

filling the media with advertising content

$500 billion for that year.2 The advertising

that consumers more than just accept, they

industry employs hundreds of thousands of

actively seek out.5

people directly and plays an important role

The reason for all these advertising mes-

in the global economy. 3 Almost every media

sages is simple: we live in a commercial

outlet is fuelled by advertisers, and, as a

world. We no longer grow our own food

result, they are saturated with messages

in our backyards or sew our own clothes.

to persuade the public to buy innumerable

Instead, every country has a delicately

products and services. Advertisements are

balanced economy that relies on products

on the radio, in magazines and newspapers,

and consumers. Companies specialize in

in the breaks between television shows, and

offering specific goods and services that

sometimes even in the television shows

consumers in turn purchase out of need

themselves.

or desire. Advertising is, in essence, the

Companies continue to blur the line between

entertainment

and

advertis-

ing further every year in an attempt to

language of commercialism, speaking to the satisfaction of our specific and varied requirements.

keep the attention of the public. In 2001,

So how did advertising become so central

for example, BWM hired popular filmmak-

to Western society? It is believed that early

ers and actors to create eight short films

advertising existed in ancient civilizations,

centred around their vehicles. These films,

taking the form of wall paintings and public

featuring Clive Owen, were featured online

messages written on papyrus in Ancient

and received more than 11 million views

Greece

within four months, ultimately contribut-

became prominent, however, until after

ing to a 12% increase in sales for the BMW

the Renaissance in the 1500s. Prior to that,

company that year.4 New forms of branded

during the Middle Ages, the average citizen

and

Egypt.

Advertising

never

had no access to written information, and

After the invention of the printing press in

even if he did, it is unlikely he would gain

the 1400s, bulletins for books and medicine

much from it since most of the population

started to become used, and by the 1700s

was illiterate. Peddlers would shout in vil-

advertisements could be found in newspa-

lages to let people know where they were

pers in England. These were mainly wordy

and what they were selling. In his play A

articles describing or informing the public

Winter’s Tale, Shakespeare even refers to

about a product and looked very much like

the street barkers who were often posted

actual news articles.

outside of stores to proclaim what was on

offer. One of his characters, Autolyciis, calls

late 18th and early 19th centuries came a

out advertisements in song;

boom in the number of products produced

With the Industrial Revolution in the

and, as a result, an increased need for advertising. It is from this period forward ...Gloves as sweet as damask roses;

a shift in the role of advertising is evident.

Masks for faces and for noses;

Advertising became necessary not just to

Bugle bracelet, necklace amber.

inform the public about the products they

Perfume for a lady’s chamber;

“needed” but to popularize new products

Golden quoifs and stomachers,

that previously had no market. In the

For my lads to give their dears;

1830s, newspapers began to include paid

Pins and poking-sticks of steel,

advertising to support their production at

What maids lack from head to heel:

a low cost; by 1869, the first full-service

Come buy of me, come; come buy,

advertising agencies were established with

come buy;

Reynell & Son in London and N. W. Ayer &

Buy, lads, or else your lasses cry

Son in the United States.7 Almost a century

Come buy.6

and a half later, advertising has become an inseparable part of contemporary life.

What was once limited to simple informational notices has transformed into billboards, guerilla tactics and multi-milliondollar films. As technology advances it continues to create new ways for advertisers to get their message to the public. With media

being delivered directly to the pockets of every person with a cell phone, the face of advertising is evolving. One academic definition states that â&#x20AC;&#x153;advertising is persuasive and informational, it is designed to influence the purchasing

behaviour

and/or

patterns of the audience.â&#x20AC;?8

the

thought

Some defini-

tions also include that the message must be public, impersonal and paid for. Regardless, all definitions of advertising acknowledge that its main purpose is to persuade its audience. For advertising to be effective and yet ethical, the balance between informing and persuading must be carefully considered.

During the past century, the number of

The famous author H. G. Wells once boldly

goods and services available to the public

stated that “Advertising is legalized lying.”

has grown exponentially. As the options

While this appears all too often to be true,

available increase, it becomes more and

it is also a broad generalization. Rules do

more difficult to persuade consumers to

exist which prevent advertisers from claim-

buy one product over other nearly identi-

ing whatever glamorous lie they would like.

cal ones by only communicating informa-

Several moderating bodies exist which

tion about the product. Bill Bernbachs, a

outline and enforce these regulations. One

renowned American advertiser of the 20th

such organization, for example, is the inde-

century, explained that as an advertiser,

pendent Advertising Standards Authority

“Our job is to bring the dead facts to life.”

(ASA) which acts “to resolve complaints

In bringing to life the “dead facts” of

about advertisements in UK media, includ-

commercial products, however, advertis-

ing television, radio, press, posters, direct

ers can encounter a dilemma of ethics. At

marketing and some online advertising.”9

what point does persuasion cross the line

The existence of organizations such as this,

into manipulation? When does advertising

however, does not mean that all released

become propaganda?

advertising has been filtered to pure truth.

In fact, these organizations usually deal

lied to by advertisements in the past.11 Yet

with reported problems, and do not act as

only 5.2% of those people expressed that

a prevention.

they would report the advertisement to a

In 2007, the ASA received over 12,000

governing body.12 It could therefore be rea-

complaints for misleading advertisements.10

sonably assumed that, although only 12,

Compared to the plethora of advertise-

000 complaints were received by the ASA

ments produced annually and an audience

that year, the number of advertisements

of millions, this number seems slight at first.

that left consumers feeling lied to could be

The reality is, however, that the number of

20 times that number.

complaints officially made to these bodies

Perhaps contributing to the low report

is likely to represent only a fraction of those

rate of misleading ads is the fact that many

who perceived the piece negatively. In a sur-

messages that leave viewers â&#x20AC;&#x153;feelingâ&#x20AC;? lied

vey of 62 people conducted for this study,

to may not infringe any guidelines and may

more than 91% of people admitted to feeling

continue to be used despite complaints.

In 2006, People for the Ethical Treatment

Obviously exaggerated and untrue adver-

of Animals (PETA) released a poster with

tisements such as this are relatively unlikely

a close-up image of a chubby child about

to convince viewers. The danger lies in

to bite into a hamburger and the tagline

the subtle lies that advertisements often

“Feeding Kids Meat Is Child Abuse.” Despite receiving 68 complaints and making news headlines because of its exaggerated accusation of the majority of the UK population, the ASA deemed that the advertisement was not misleading and PETA continued the campaign.13 Other advertisements present messages that stretch the truth but remain officially acceptable by using fine-print disclaimers. Some of these advertisements are obvious over-exaggerations that under-estimate the

tell. In 2007, the ASA criticised L’Oreal for

intelligence of the consumer. In one adver-

a mascara advertisement which failed to

tisement for the skin product Dermitage,

state eyelash extensions were used on the

the headline claims, “Less wrinkles in only

model. Advertising experts admitted that

minutes”, over a “before and after” image

“beauticians frequently add fake lashes to

of a woman. The pictures depict a young

ensure that a model has a complete set

face with flawless skin on the left and a

of shutters for a photo shoot,” according

severely wrinkled face that looks at least

to an article in the Times Online.14 Tactics

30 years older on the right. A small, faint

such as this are far more likely to convince

disclaimer sits under the image stating that

consumers that they too could have long,

the imagery is “simulated.”

thick eyelashes if they used the advertised

mascara brand. Very few people actually

states that it produces the “Ultimate driving

read the disclaimers which explain that the

machine.” British airways is “The world’s

results they are made to expect from the

favourite airline,” the Barnum & Bailey

depiction in the advertisement are other-

Circus is “The Greatest Show on Earth”

wise attained. As the singer-songwriter Tom

and Carlsberg beer is “Probably the best

Waits puts it, “The big print giveth and the

beer in the world.” Advertisers can make

small print taketh away.”15

these bold statements because they are

On the other hand, blatant lies are harm-

largely unprovable. This leeway for claim-

ful to advertising. Bob Garfield, an essayist,

ing the title of “greatest” and “best” falls

critic, and columnist for Advertising Age

under what is called Puffery. According

magazine, believes that advertising has

to the College of Communication at The

to basically “stick to the facts. Even if the

University of Texas, puffery is “a legal exaggeration of praise lavished on

...a legal exaggeration of praise lavished on a product that stops just short of deception

a product that stops just short of deception.”17 Puffery is considered a

government doesn’t do anything about it,

legal and acceptable advertising strategy

your competitors are going to drag your

because the theory is that consumers know

a** into federal court, and they’re going to

the claims made are just boastful exag-

sue you, and they’re going to make your

gerations. Advertisers claim that the public

life a living hell. And while they’re doing

don’t take puffery seriously. Ivan Preston,

that, your campaign is off the air, and by

professor of advertising at the University of

the way, it’s in the newspapers, and you’re

Wisconsin, says, however, that “advertising

taking a lot of hits to your brand image” he

people are smart. If puffery means nothing

says.16 Essentially, outright lying will make

to consumers, why do they bother with it?

the company that is advertising appear to

If advertisers had the facts, they might use

be a liar, and looking like a liar is not good

the facts and forget the puffs.”18

for business.

Essentially, advertisements use vague,

Instead, advertisers make claims. Gillette

unprovable claims to impress upon con-

is “The best a man can get,” while BMW

sumers the value of their product. Definitive

claims are avoided in exchange for values

inducing guilt is acceptably used as a tool

which are immeasurable. For example, a

to convert parents to veganism, renowned

car cannot claim to be the fastest avail-

graphic designer Milton Glaser wonders,

able without reputable facts to back that

“As someone involved in the communica-

up since that is a measurable quality. What

tion business, I often find myself confused

it can claim is to make you become “the

by whether I am an agent of propaganda.”

best daddy in the world” by impressing

your child’s friends, as BMW claims in one

ness of communication arts should perhaps

of their advertisements.

carefully consider themselves.

This is a question that anyone in the busi-

In a field where fine print and vagueness

legitimize

fantastic

claims

and

determine

how

closely

advertising

One wartime American poster attempted

resembles propaganda, one needs to decide

to guilt citizens into joining carpools by

what propaganda really is. In a survey of 62

informing them that riding in their car alone

people, when asked to define what propa-

is tantamount to riding with Hitler himself.

ganda means in their own words, over half

American advertisers, however, in an effort

of the respondents defined it as a message

to differentiate their patriotic efforts, would

involving the use of lies, bias or the distor-

refer to their propaganda as “persuasion”

tion of the truth.20 Generally, people have

instead.

a negative perception of propaganda, yet

Interestingly, and perhaps somewhat

these connotations are not intrinsically part

ironically, the origin of this heavily weighted

of its meaning. This association is largely

word lies with the Catholic Church. The term

to blame on the media history of the World

was derived from the Latin Congregatio

Wars.

de Propaganda Fide (Congregation for the

Propaganda was notoriously used by

Propagation of the Faith), a committee

the German media after Adolf Hitler took

established in 1622 to supervise the spread-

power in 1933 to inculcate a hatred of the

ing of Christianity. This came to be called

Jews and promote the Nazi agenda.21 One

the propaganda for short and became a

German handbill of the day carries an illus-

secular word used to describe the spread-

tration of a Jew emptying Allied soldiers into

ing of a message for any cause.21 As such, there remain many definitions

a meat grinder and churning out money from their bodies. The use of propaganda

propaganda.

Linguists

Princeton

was not limited to the Axis powers as it was

University define it as “information that is

equally employed by Allied forces to rally

spread for the purpose of promoting some

their efforts and demoralize the enemy.

cause.” Using this definition, advertising

is indeed a form of propaganda, yet this

idea of being manipulated by propaganda.

definition does not seem to reflect the

Eighty-eight percent of participants in the

attitudes of the general public towards the

previously mentioned survey indicated that

term. Indeed, according to Professor Ralph

they are uncomfortable with their opinions

D. Casey from the University of Minnesota,

being affected by propaganda messages.24

even “the experts have plenty of trouble in

So what then of advertising? Do advertis-

agreeing upon a satisfactory definition of

ers’ techniques of vagueness, subtle lying

propaganda.”23

and emotive story-telling qualify them

As difficult as it is to find a definition that captures the essence of this word, one thing is relatively clear: people do not like the

as propagandists? And if so, is the public aware and mindful enough of this?

According to the International Reading

child abuse which simply states the facts.

Association and the National Council of

“More than 300,000 children are sexu-

Teachers of English, a message qualifies

ally abused in Germany every year.” This

as propaganda when it “relies on emotions

statistic, used alongside a striking, black-

and values to persuade an audience to

and-white i llustration of a hand touching

accept a particular position.” On the other

a child, is all that is needed to communi-

hand, an argument offers “good reasoning

cate this inpactful message. Clearly this

and evidence to persuade an audience to

straight-up strategy is more effective for

accept ‘truth.’” 25

some messages than others. Statistics on

Needless to say, all advertising does

child abuse or world hunger, for example,

not fall at either end of that spectrum.

are going to be more startling and inpactful

Advertisements do exist which successfully

than dry factual statements about the most

use facts and reason to inform the public

absorbent paper towel.

and get out their message. For instance,

As a result, marketers employ a variety of

Grabarz & Partner, an advertising agency in

techniques to “spice up” the messages they

Germany, created a popular poster against

tell consumers. A survey of 26 students and

professionals involved in graphic design

survey performed for this study, 90% of

and similar communication fields gathered

people agreed that they prefer to make

information on the techniques communica-

their decisions based on informed facts.28

tors are encouraged to use in their school-

Whether or not consumers want adver-

ing and professional careers. “Appealing to

tisements to play with their emotions may

personal considerations rather than to fact

be up for debate, but these messages’ abil-

or reason” was indicated by seventy-three

ity to persuade them is not. If the appeals to

percent of those surveyed as an encour-

emotion, puffery and white lies afforded by

aged method and “appealing to the notion

fine print did not work, advertisers simply

of something being popular” by sixty-nine

would not use them. These methods of per-

percent. Furthermore, these designers and

suasion may look and feel like truth, but they

writers admitted unanimously that they

are really only an illusion. Advertisements

have been taught to appeal to the public’s

like this tell tales of products that can magi-

emotions in their work. Over a third also indi-

cally make you “put a smile on” and let you

cated that the creation of fear is an encour-

“open happiness” by simply purchasing.

aged method to support a message.26

Marketers appeal to emotions because

In an extended interview for PBS’

it connects with people at a deeper level

Frontline documentary The Persuaders,

than reason. “Advertising may make peo-

Kevin Roberts, the CEO of global advertis-

ple believe they are inadequate without

ing agency Saatchi & Saatchi Worldwide,

Product X and that Product X will satisfacto-

explains that marketers “have to really dig

rily manage their inadequacies. More likely,

in to emotional connections with consum-

it may remind them of inadequacies they

ers. The rational side of life isn’t enough.”

have already felt and may lead them, once

He believes “what consumers want now

at least, to try a new product that just might

is an emotional connection...They’re not

help, even though they are well aware that it

going to buy simply rational.”27 Yet in the

probably will not,” writes Michael Schudson

on the subject of advertisement persua-

people know that this will not really hap-

sion.29 Humans have an innate desire to be

pen, but this advertisement is not primarily

accepted and advertisers can use this to

focused on what people know, rather on

push products as the solution. Visa used a

how they feel or might be made to feel.

What consumers want now is an emotional connection.. commercial in 2006 in which happy shop-

If any doubt remains about the nature of

pers are depicted dancing through stores

some advertising, there are the techniques

lines to upbeat music making purchases

designers and design students admit being

with the quick swipe of their credit card.

encouraged to use. When given a list of

Everything is moving like precise clockwork

eight

until one unknowing person pulls out cash to

each one was indicated as an encouraged

pay at the counter. Then everything comes

persuasion method by a percentage of the

to a sudden halt as the cashier has to stop

designers queried. These propaganda tech-

to make change. The commercial tries to

niques are as follows:30

common

propaganda

techniques,

make people feel as though they are outsiders and an annoyance if they use cash to make purchases. They are somehow ruining

1. Appeal to personal considerations rather than to fact or reason

a flawless system. The reality is that credit

2. Appeal to emotions

cards are not miraculously faster than cash,

3. Bandwagon, or the appeal to the

and an entire store of people will not stop

notion of something being popular

and stare at a buyer who uses cash. Most

therefore desirable

4. Black-and-White fallacy, or limiting

this ad deeming it misleading. But this ad

the options of the consumer by pre-

employs a propagandist techniques apart

senting a false choice; for example,

from puffery: an appeal to fear. One of

“You’re either part of the solution or

humanity’s deepest fears is death and this

part of the problem.”

advertisement finds a way to quickly attach

5. Appeal to the people, using the

to that emotion. No one is going to believe

views of the majority as a persua-

that this product will make them immortal,

sive device

but subconsciously the association has

6. Appeal to fear

been made that this product can help sooth

7. Generalization, draws a conclusion

that fear.

about a population based on a small sample

When an advertisement appeals directly to emotions, people do not usually process

8. Traditional wisdom, the logic that

the message analytically but based on gut

this is how things have always

responses. A 2006 advertisement by Y&R

been, therefore it is good.

Philippines Advertising Agency uses this natural response to create a very effective ad

What makes each of these techniques

for Concordia Children’s Services. A striking

successful is that consumers are not usu-

image of eight newborn children suckling a

ally consciously aware that there are being

pig in the mud carries the message, “If you

used. POM Wonderful pomegranate juice

don’t help feed them, who will?” This ad cre-

had a billboard advertisement in 2009

ates a call to action by manufacturing guilt

which showed an image of their product

in its viewers. This works because “when we

alongside a cut noose. The advertisement

feel guilty, we typically pay little attention

boldy said, “Cheat Death.” While the com-

to the cogency of an argument. Instead, our

pany defended itself by saying the claim

thoughts and actions are directed to remov-

was only puffery, the ASA ruled against

ing the feeling of guilt,” explains Anthony

Pratkanis and Elliot Aronson in their book Age of Propaganda: The Everyday Use and Abuse of Persuasion.31 Advertising seems rife with examples of the half-truths, vagueness and emotional undertones that define propaganda. “Every day we are bombarded with one persuasive communication after another,”

write Pratkanis and Aronson. “These appeals persuade not through the give-and-take

argument

and

debate, but through the manipulation of symbols and of our most basic human emotions. For better or worse, ours is an age of propaganda.”32

Every day we are bombarded with one persuasive communication after another

These appeals persuade not through the give-and-take of argument and debate but through the manipulation of symbols and of our most basic human emotions

There have been mixed attitudes towards

use of propaganda at all.37 From comparing

advertising in society for as long as adver-

this acceptance of advertising with people’s

tising has existed. In 1886 The London

general disdain for propaganda, it is evident

Times published sentiments expressing

that many individuals do not associate the

that “the incessant witless repetition of

two closely, even though advertising clearly

advertisers’ moron-fodder has become so

uses propagandist techniques. It seems

much a part of life that if we are not careful,

that although people claim to be critical of

we forget to be insulted by it.”33 Still, many

advertisements they do not evaluate them

people think advertising is tolerable. More

with the level of scrutiny that would seem

than eighty-eight percent of individuals sur-

appropriate given their dislike of being

veyed agreed that the advertising they are

manipulated.

exposed to is acceptable.34 Yet half of this

This failure to identify advertisements’

survey group expressed a generally critical

relationship to propaganda may in part be

stance towards advertisements.35 These

due to lack of understanding. Less than

seemingly contradictory positions reflect

half of study participants recollected being

an uncertainty in society in how to perceive

taught how to identify propagandist tech-

commercial messages. There is a tug of war

niques during their schooling even though

between the necessary role that advertis-

fifty-eight percent have or were in the

ing plays in the economy and individuals’

process of attaining a bachelor’s degree.38

dislike of being told what choices to make.

Considering the prevalence of advertise-

While the majority of survey participants

ments in modern life, and the manipulative

expressed that the use of advertising is

techniques they contain, there is a lack of

OK, an equal majority admitted to being

sufficient education and conversation in the

uncomfortable with being manipulated by

general public about these issues.

propaganda.36 Over half disagreed with the

There is need for increased awareness and

difference between telling the truth to your

conversation among the creators of adver-

wife and family and telling the truth to a

tising messages. Of the designers and writ-

general public?”41 Glaser then goes on the

ers surveyed, only nine percent felt that the

describe a list he made which illustrates

topic of honesty in the creation process had

how easily persuasion in advertising can

really been addressed in their education.

become a morally grey area.

Forty-seven percent believed it had not

The choices a designer must make to per-

been addressed at all.39 They all admitted

suade yet be ethical are often complicated.

to being encouraged to use propagandist

As part of the questionnaire for this paper,

techniques yet they also all stated that

the sample of designers and writers were

honesty is an important personal and pro-

asked to rate their willingness to perform

fessional attribute.40 In a field where one’s

the tasks on the list Glaser darkly calls “12

job is to persuade, the extremes one will go

steps on the Road to Hell.” The things which

to in order to succeed need to be constantly

most of the respondents said they would

evaluated to maintain personal ethics.

probably do include: “designing a package

In a presentation at the AIGA (the pro-

to look bigger on the shelf , designing a

fessional association for design) National

crest for a new vineyard to make it look old

Design Conference in March 23, 2002,

and established” and “designing a pack-

Milton Glaser pointed out that “the question

age for children whose contents you know

becomes a professional one, because as

are low in nutrition value and high in sugar

designers or communicators (the preferred

content.” Further down the list, twenty-two

current description), we are constantly

percent of designers said they would prob-

informing the public, transmitting informa-

ably “design a promotion for a diet product

tion, and affecting the beliefs and values of

they know does not work.” These are the

others. Should telling the truth be a funda-

same individuals who agreed that honesty

mental requirement of this role? Is there a

is an important personal and professional

attribute.

Obviously,

being

honest

advertising is not always an obvious line.

or need after seeing an advertisement for it and later regretted it.

Designers are pressured to sell their mes-

The difficulty that arises in trying to

sage at whatever cost. There seems to be

investigate people’s real vulnerability to

an unspoken expectation for a designer to

advertising has been succinctly expressed

“sell their soul” in order to be successful.

by Eric Clark, who once said, “Asked about

Is advertising at its roots an unethical

the power of advertising in research sur-

field? Are people fooled by it? Some adver-

veys, most agree that it works, but not on

tisers claim that no matter what techniques

them.”43 Indeed, this is reflected in survey

they use people are not manipulated into

results which show that people generally

purchasing anything they do not want. “It’s

don’t think that propaganda is acceptable,

really, really hard to make anybody buy

yet the majority of these people believe that

anything,” says Bob Garfield. “Advertising

the majority of the rest of society accepts

is not very good at getting you to buy

it.44 So are advertising techniques working

goods and services that you don’t want or

on the public? From this sample, it looks like

need.”42 However, around fifty-five percent

people think that society is falling for them.

of people surveyed for this study said that they bought something they did not want

If advertisements tend to be full of “white

loyal to a product not because of superior

lies,” yet consumers still accept them, the

quality but just because they enjoy the

obvious question to consider is whether

story. “Advertising makes food taste better,

or not people actually want honest adver-

it makes cars run better, it changes the per-

tising. Seth Godin, an author of several

ception of everything,” says George Lois,

business and marketing books, thinks that

an award-winning giant in the advertising

“marketers lie to consumers because con-

world in the 2009 film Art & Copy.46

sumers demand it.“45 In an article for CNN’s

While ninety percent of individuals sur-

Fortune Small Business, “Be a Better Liar”,

veyed for this study said that they prefer

he explains that people want and need a

to make decisions based on informed facts,

story. People want to buy the overpriced

over half of them also said that they pre-

elite brands on special occasions and feel

fer to make purchasing decisions based on

emotions. Kevin Roberts of Saachi & Saachi

able to make an educated decision to fol-

Worldwide may have been right when he

low that compulsion or not. He chooses to

said that consumers are looking for emo-

buy into the “story” that Adidas sells him

tional connections with products. He, him-

because he enjoys that story. This may also

self recounts a time that he made over $800

be why the public generally accepts the

in purchases during a visit to an Adidas

many ads around them. They enjoy buying

store. He said, “I didn’t need anything

into the story of products that make their

in these bags…I didn’t care; I felt great. I

lives better. At least they do subconsciously.

have loyalty beyond reason to Adidas…but

However, if given the choice between the

there’s no reason really.”47

ugly truth and a pleasing lie, what would

The difference, perhaps, is that Roberts

most people choose? The answer to this

is aware that he is responding to emotional

may not be the same for every individual,

appeals and not acting “logically.” He pro-

but surely, in order to be able to make that

motes appeals to emotion over logic as

choice one needs to be aware that the

a successful marketing technique and is

choice exists. In order to recognize the dis-

therefore more able to understand when

tortion of truth, the public needs to be well

he’s being influenced. Because he is aware

versed in the ways of persuasion.

that it is an emotional connection to the

Some might say that this encourages an

brand that makes him want to buy it, he is

unhealthy cynicism that ruins the soothing

façade that advertising may provide. But the

wouldn’t want your own family to read. You

truth is that the “dishonesty” of advertising

wouldn’t tell lies to your own wife. Don’t tell

does not always bring about positive emo-

them to mine....Good products can be sold

tional connections. Advertising can leave

by honest advertising. If you don’t think the

people feeling lied to, and cause people to

product is good, you have no business to be

make decisions that they regret. Marketers

advertising it.”48 Surely it is possible to cre-

cannot simply console themselves with the

ate effective and enjoyable advertisements

thought that they are modern story-tellers

for any worthwhile product by using the

making the world a happier place. For every

basic truth combined with a good dose of

message they create, they must decide how

creativity. Good advertising should not need

“economical” they are willing to be with the

to stoop to the level of emotional blackmail

“truth.”

or trickery in order to be successful. At the

David Ogilvy, in his book Confessions of

end of the day, everyone, including the

an Advertising Man, advises designers to

marketers themselves are consumers and

“never write an advertisement which you

everyone deserves a choice.

Questionnaire Age: What is your education level? Secondary School/HS Asc. Degree

Bachelors Degree

Masters/

higher

How much do you agree or disagree with the following statements: I prefer to make my decisions based on informed facts. Strongly Agree Agree Disagree

Strongly Disagree

I am ok with making purchasing decisions based on emotions. Strongly Agree Agree Disagree

Strongly Disagree

How would you define propaganda in your own words? I believe the use of propaganda is acceptable. Strongly Agree Agree Disagree

Strongly Disagree

Most people in our culture accept propaganda. Strongly Agree Agree Disagree

Strongly Disagree

I am comfortable with my opinions being affected by propaganda. Strongly Agree Agree Disagree

Strongly Disagree

The use of advertising is acceptable. Strongly Agree Agree Disagree

Strongly Disagree

I am generally _______________ advertisements. neutral about

accepting of

critical of

unaware of

I have felt lied to by an advertisement in the past. Strongly Agree Agree Disagree

Strongly Disagree

If you have felt lied to by an advertisement, either in the past or future, would you take any action and if so what? I have bought something I did not want or need after seeing an advertisement for it and later regretted it. Strongly Agree Agree Disagree

Strongly Disagree

If so, can you think of an example(s) of this? In your schooling did any course aim to teach students how to identify propaganda techniques? If so at what level ( secondary / tertiary) ?

The following section is for those who have studied or are currently studying in the field of communication arts. (i.e. Graphic Design, Advertising, Marketing, Digital Design etc) In your schooling has any course addressed honesty in relation to the messages you create? If so can you briefly describe in what way? I consider honesty an important personal attribute. Strongly Agree Agree Disagree

Strongly Disagree

I consider honesty an important professional attribute. Strongly Agree Agree Disagree

Strongly Disagree

Milton Glaser is a well known graphic designer, best known for the I Love New York logo. The following is a list he created to evaluate his own willingness to lie through his work.

Use a tick to indicate those things you would probably be willing to do. Use an X to indicate those things you would probably be unwilling to do. Use a question mark ? to indicate those things you are uncertain about.

• • • • •

Designing Doing

a package to look bigger on the shelf.

an ad for a slow, boring film to make it seem like a light-hearted comedy.

Designing

a crest for a new vineyard to suggest that it has been in business for a long time.

Designing

a jacket for a book whose sexual content that you find personally offensive.

Designing

a medal using steel from the

September 11th. (or

World Trade Center

any other equivalent

to be sold as a profit-making souvenir of

)

• Designing an advertising campaign for a company with a history of known discrimination in minority hiring. • Designing a package for children whose contents you know are low in nutrition value and high in sugar content.

• • • •

Designing

a line of t-shirts for a manufacture that employs child labour.

Designing

a promotion for a diet product that you know doesn’t work.

Designing

an ad for a political candidate whose policies you believe would be harmful to the general public.

Designing

a brochure for an

150

SUV

that turned over frequently in emergency conditions known to have killed

people

• Designing an ad for a product whose frequent use could result in the user’s death.

Which, if any of the following tools have you been encouraged to use in communicating a message in your work? Please indicate using a tick

• Appealing to personal considerations rather than to fact or reason • Appealing to emotions • Appealing to the notion of something being popular (the impression that everybody is doing it and so you should too)

• • • • •

Limiting Using

competitor options in the eye of the consumer

the views of the majority as a persuasive device

Creating

(everyone

believe this is better therefore it must be)

fear to support a message

Using

generalizations

(One

or two people do or think this, therefore everyone else does as well)

Using

the logic that this is how things have always been, therefore it is good.

How Many Advertisements is a person exposed to in a day, American Association of

Advertising Agencies(2007), at <http://www.aaaa.org/eweb/upload/FAQs/adexposures.pdf>.

Global ad spending to grow 6.6pc: Zenith, ZenithOptimedia Worldwide (2008), at

<http://www.btimes.com.my/Current_News/BTIMES/articles/zenbs_xml/Article/>.

Work Force in Advertising/Agencies, U.S. Bureau of Labor Statistics, Employment &

Unemployment Statistics (2008), at <http://www.aaaa.org/eweb/upload/faqs/employed.pdf>.

Jane Weaver, That’s advertainment!, msnbc.com (2009), at

<http://www.msnbc.msn.com/id/3073236/>.

The Hire, Wikipedia(2009), at <http://en.wikipedia.org/wiki/BMW_Films>.

Branded Content, Wikipedia(2009), at <http://en.wikipedia.org/wiki/Branded_content>.

William Shakespeare, The Winter’s Tale (1623 ), Act IV. Sc. iv.

Stephen J Eskilson, Graphic Design: A New History (New Haven: Yale University Press, 2007),

pp. 58.

Jane Imber and Betsy-Ann Toffler, Dictionary of Marketing Terms, 3rd edition (Hauppauge NY:

Barron’s Educational Series, 2000).

ASA Annual Report 2007 — Complaint Statistics, The Independent Advertising

Standards Authority (ASA)(2008), at

<http://www.asa.org.uk/ASA_2004_Rebuild/ASAAppBase/AnnualReport2007/default.asp>.

10. ASA Annual Report 2007 — Complaint Statistics. 11. A survey of 62 individuals was conducted as background research for the writing of this

paper. Respondents varied in age from 14 – 62, with the majority falling into the 18-22 years

age range. 37.1% “strongly agreed” and 54.8% “agreed” (total of 91.9%) with the statement

“I have felt lied to by an advertisement in the past.”

12. A total of 43.8% said they would take no action, 28% said they would disuse product or

service, 14% said they would complain to the company, 8.7% said they would bring it to

others attention and 5.2% said they would complain to a governing body

13. ASA Adjudications — People for the Ethical Treatment of Animals, The Independent

Advertising Standards Authority (2007), at <http://www.asa.org.uk/asa/adjudications/Public/

TF_ADJ_42153.htm>.

14. Carl Mortished, Advertising watchdog in a flutter over L’Oreal’s fake eyelashes, The Times

Online (2007), at <http://business.timesonline.co.uk/tol/business/industry_sectors/retailing/

article2127835.ece>.

15. Tom Waitts, quoted in Michael Jackman, Crown’s Book of Political Quotations (New York:

Crown Publishing Inc., 1982), p. 1.

16. The Persuaders — Interview with Bob Garfield, Public Broadcasting Station (PBS)

Frontline(2004), at <http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/interviews/

garfield.html>.

17. Glossary, The University of Texas at Austin College of Communication at <http://advertising.

utexas.edu/resources/terms/index.htm>.

18. Steve Hall, Puffery in Advertising (2003), at <http://www.adrants.com/2003/01/puffery-in-

advertising.php>.

Ivan L. Preston is a professor of advertising at the University of Wisconsin and author of The

Great American Blow-up: Puffery in Advertising and Selling.

19. Milton Glaser, Art and Propaganda, AIGA the professional association for design (2008), at

<http://www.aiga.org/content.cfm/art-and-propaganda>.

Milton Glaser is among the most celebrated graphic designers in the United States. He has

had the distinction of one-man-shows at the Museum of Modern Art and the Georges

Pompidou Center. In 2004 he was selected for the lifetime achievement award by the Cooper-

Hewitt, National Design Museum. As a Fulbright scholar, Glaser studied with the painter

Giorgio Morandi in Bologna. Today, he is a spokesman for ethical practice in design. He

opened Milton Glaser, Inc. in 1974 and continues to produce work in many fields of design.

20. Sixty-two individuals were asked, “How would you define propaganda in your own

words?”43% used terms such as “Persuade” or “Convince”, 37% used terms such as “Bias”

or “Partial truth”, 25% used terms such as “Misleading” or “Distortion of the truth”, 24%

used the word “lies”, 22% used the word “advertising”, 17.7% used the word “politics”, 13%

used the word “emotion”.

21. Nazi propaganda , Wikipedia (2009), at <http://en.wikipedia.org/wiki/Nazi_propaganda>. 22. Taylor Stults, Ph.D., Propaganda, The World Book Multimedia Encyclopedia (2003), at

<http://ics.leeds.ac.uk/papers/pmt/exhibits/727/propaganda.pdf>.

23. Ralph D. Casey, What is Propaganda (Washington D.C. : War Department 1944), p. 36.

Available from: The American Historical Association , at <http://www.historians.org/projects/

GIroundtable/Propaganda/Propaganda.pdf>.

24. A total of 40.3% “strongly disagreed” and 48.4% “disagreed” (88.7% in all) with the

statement “I am comfortable with my opinions being affected by propaganda.”

25. Argument, Persuasion, or Propaganda?, ReadWriteThink(2005), at <http://www.

readwritethink.org/lesson_images/lesson829/Argument-Propaganda.pdf , 2005>.

ReadWriteThink, established in April of 2002, is a partnership between the International

Reading Association (IRA), the National Council of Teachers of English (NCTE), and the

Verizon Foundation.

26. Percentages of communication students and professionals that indicated the following

techniques as encouraged methods of persuasion in their work. 100% indicated “Appeal

to Emotion”, 73.1% indicated “Appeal to personal considerations rather than to fact or

reason” , 69.2% indicated “Appeal to the notion of something being popular therefore

desirable (Bandwagon)”, 61.5% indicated “Appeal to the people, using the views of the

majority as a persuasive device”, 50% indicated “Limiting the options of the consumer by

presenting a false choice (Black-and-White fallacy)”, 42.3% indicated “Appeal to fear ”,

23.1% indicated “Traditional wisdom, the logic that this is how things have always been,

therefore it is good”, 19.2% indicated “Generalization, draws a conclusion about a

population based on a small sample”.

27. The Persuaders — Interview with Kevin Roberts, Public Broadcasting Station (PBS)

Frontline(2003), at <http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/interviews/

roberts.html>.

28. A total of 64.3% “strongly agreed” and 26% “Agreed” (total of 90.3%) with the statement ”I

prefer to make my decision based on informed facts.”

29. Michael Schudson, Advertising, The Uneasy Persuasion: Its Dubious Impact on American

Society (New York: Basic Books 1984), p. 224.

30. Recognizing Propaganda Techniques and Errors of Faulty Logic, Cuesta College (2003), at

<http://academic.cuesta.edu/acasupp/as/404.htm>.

Propaganda, Wikipedia (2009), at <http://en.wikipedia.org/wiki/Propaganda>.

Propaganda, The Institute for Propaganda Analysis, (2002), at <http://www.propagandacritic.

com/articles/intro.ipa.html>.

31. Anthony Pratkanis and Elliott Aronson, Age of Propaganda: The Everday Use and Abuse of Persuasion (New York: W.H. Freeman, 1991). 32. Pratkanis and Aronson 33. The London Times (1886), quoted in Robert I. Fitzhenry, The Fitzhenry & Whiteside Book of Quotations (Markham, Canada: Fitzhenry & Whiteside Limited, 1993), p. 17. 34. A total of 30.6% “strongly agreed” and 58.1% “agreed” (in all 88.7%) with the statement

“The use of advertising is acceptable.“

35. A total of 51.6% indicated that they were “generally critical of” advertisements, 32.3%

indicated that they were “generally accepting of” advertisements, 29% indicated that they

were “generally neutral about” advertisements, 3.2% indicated that they were “generally

unaware” of advertisements

36. A total of 40.3% “strongly disagreed” and 48.4% “disagreed” (in all 88.7%) with the

statement “I am comfortable with my opinions being affected by propaganda.”

37. A total of 23% “strongly disagreed” and 37.7% “disagreed” (in all 60.6%) with the statement

“I believe the use of propaganda is acceptable.”

38. A total of 17.7% “strongly disagreed” and 33.9%“disagreed” (in all 51.6%) with the statement

“In my schooling I was taught how to identify propagandist techniques.” A total of 8.1%

“strongly agreed” and 40.3% “agreed” (in all 48.4%) 58% said they have or were in the

process of gaining a Bachelor’s Degree, 6.5% said they have or were in the process of gaining

an Associate Degree, 35.5% have graduated high school.

39. Twenty-three individuals in the communication arts field were asked, “In your schooling has

any course addressed honesty in relation to the messages you create? If so can you briefly

describe in what way?” 47.8% said “No”, 34.6% said a similar topic had been covered but not

this specifically, 8.6% said “yes”.

40. A total of 88.5% “strongly agreed” and 11.5% “agreed” (in all 100%) with the statement

“I consider honesty an important personal attribute.” A total of 79.9% “strongly agreed”

and 23.1% “agreed” (in all 100%) with the statement “I consider honesty an important

professional attribute.”

41. Milton Glaser, “This is what I have learned”, (lecture, Voice: AIGA National Design Conference ,

March 23, 2002) available at <http://voiceconference.aiga.org/transcripts/presentations/

milton_glaser.pdf>, p. 6.

42. The Persuaders — Interview with Bob Garfield, Public Broadcasting Station (PBS)

Frontline(2004), at <http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/interviews/

garfield.html>

43. Eric Clark, The Want Makers: Inside the World of Advertising (New York: Penguin Non-Classics,

1990).

44. A total of 60.6% disagree with the statement “I believe the use of propaganda is acceptable”,

yet 93.6% agree with the statement “Most people in our culture accept propaganda.”

45. Seth Godin, Be a Better Liar , CNN FORTUNE Small Business (2005), at <http://money.cnn.

com/magazines/fsb/fsb_archive/2005/05/01/8259747/index.htm>.

46. Art & Copy, Movie Trailer, directed by Douglas Pray (Los Angeles: The One Club for Art and

Copy , 2009) available at <http://www.artandcopyfilm.com/ >.

47. The Persuaders — Interview with Kevin Roberts. 48. David Ogilvy, Confessions of an Advertising Man (New York: Ballantine Books, 1971), p. 1990.

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