Know your enemy
Posted on 19:46, December 4th, 2011 by Lew
The image above is “scientifically formulated to enhance [women's] perception of men who drink Molson [...] a perfectly tuned combination of words and images designed by trained professionals. Women who are exposed to it experience a very positive feeling. A feeling which they will later project directly onto [men who drink Molson].”
That’s not my analysis; it’s what the creatives who developed the ad said about it, in another ad. The first ad, the one you see above, ran in Cosmopolitan and was pitched at women. The ad from which the explanatory text was drawn ran in Playboy under the heading “Hundreds of thousands of women. Pre-programmed for your convenience.” The full analysis is here, on the Sociological Images blog.
The lesson is essentially that propaganda relies on market segmentation; messages crafted and pitched with accuracy and intent. If you read what you’re told to read, you’ll think what you’re told to think. Avoiding such a fate means embracing diversity of input, understanding your opponents’ arguments and their reasoning even if you disagree with it. To a large extent that means consuming their media. For a rounded perspective you’ll need, at least occasionally, to read sites like DailyKos and Free Republic, infuriating and interminable comment threads on The Standard and Kiwiblog, and SOLOpassion and Gates of Vienna and WSWS and the Wall Street Journal; listen to talkback, watch Fox News and pick up both Cosmo and Playboy from time to time, for the articles or whatever. This is obviously not an exhaustive list, but the point is: read, listen, watch and discuss promiscuously. Argue with those folks you disagree with; drink beer with them from time to time. Take them seriously. Insist that they take you seriously, and give them reasons to do so.
It might hurt; in fact, it often will. But it beats being a dittohead.
Edit to add: Anita points out that the Sociological Images post created a bit of a stir. They write:
As you would. Not clear whether they now regret the decision to run such ads, or whether it’s a pro-forma blowback response.