Like propaganda generally, advertising must thus pervade…
“Like propaganda generally, advertising must thus pervade the atmosphere; for it wants, paradoxically, to startle its beholders without really being noticed by them. Its aim is to jolt us, not "into thinking," as in a Brechtian formulation, but specifically away from thought, into quasiautomatic action: "To us," as an executive at Coca-Cola puts it, "communication is message assimilation--the respondent must be shown to behave in some way that proves they [sic] have come to accept the message, not merely to have received it.”
About This Quote
This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation.
Advertising seeks to bypass conscious thought, prompting automatic behavior rather than reflective consideration.
In simple terms: Ads aim for instinctive action.
Key Takeaway
Be critical of media messages.
Themes
media
advertising
manipulation
psychology
Mood
skeptical
analytical
Type
critical
informative
When to use this quote
- consumer decisions
- political campaigns
- social media usage
Key Concepts
propaganda
cognitive bias
Questions to Reflect On
- How do you recognize subtle persuasion?
- What strategies help maintain critical thinking?
A Different Perspective
Advertising can also inform and inspire.