Modern Day Political Advertising

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Subliminal advertising. Those in my generation recognize this concept to be any attempt to create a subconscious desire; usually around soda and popcorn at movie theaters. The idea was to sneak images of movie fare into enough frames of film in order to generate an insatiable craving. But not so many frames as to be recognized by the conscious mind. While the idea was slick and sounded imposing, it never actually worked.

Supraliminal advertising. Once again, the attempt is to create a desire, or at least sway an opinion. Here, the advertiser is overt in the use of manipulation; so overt that most viewers and listeners miss it completely. While subliminal advertising never produced results, supraliminal advertising is quite effective. Witness Wednesday's speech by Bush.

Anyone who watched or listened to Bush experienced the most obvious use of this manipulation technique that I have heard in a very long time. As Bush rambled on, he was using a not-too-subtle speech pattern and repetition of words in order to incite the masses. And, it just might have worked.

How many times can a listener hear the repeated terms – extremists, al-Qaeda, and terrorists – before the words begin to alter the emotions of the listeners? Well, for me, I was done with his speech within minutes; gone from listening to content and reduced to counting references to the Bushian mantra three. He both raised my blood pressure and altered my chemical balance; I was enraged. Not to worry, I was not enraged in a manner as expected by the Bush White House; enraged into joining or supporting the Emperor's modern Crusade. However, I am enraged nonetheless.

Nevertheless, there will be many who will sleep, toss, and turn, while those three words play over and over. The boys and girls in DC are smart; they do not let Bush speak off the cuff. No, they planned the whole speech – it’s content, cadence, and choice of words – for an effect. Knowledge of psychology is essential to any propaganda campaign.

Wednesday, Bush played the role of Goebbels, doing his very best to keep a tiring nation in war. It was as choreographed as any scene from Triumph of the Will or speech given in the closing days of WWII; the repetition of the big lies, references to dangers home and abroad, the need for continued military interventions, and the absolute requirement that the true patriots remain steadfast.

On one hand, we are to believe that the "war" is being won, while, on the other hand, extremists, Al-Qaeda, and terrorists lurk in every corner. On top of that, in a very 1984-esque twist, the Iraq government is now our trusted ally, and the Iraqi citizens want us there. We are not involved in a civil war that may drag on for years. No, we are engaged in a pitched battle for the future of civilization; guest fighters of an appreciative host nation.

We are there to defend democracy; the pot of gold at the end of the mythical political rainbow. Yet, democracy is nothing more than the will of the majority of voters. For good or ill, the majority gets to claim the moral high ground by winning at the polls. Who in their right mind wants that? Those who believe that they can win the popular vote and run amuck over the minority of course.

Our nation was not founded on such a political structure. No, this nation was based on the principal of negative property rights; whether believed to be given by God or by nature. Without the protection of property from government – the will of the king or majority – no one is free.

Bush is not some modern day Jefferson quoting Locke, Mills, and Mises. Instead, Bush is defending the Anschluss to a crowd desperate for new conquests. Or, maybe he is desperately spinning Baghdad as a victorious Stalingrad campaign just before the encirclement.

Regardless of reality, the mantra is repeated often: extremists, al-Qaeda, and terrorists. Bush intertwined those words to such a degree that they have lost any separate meaning. They are now interchangeable, yet still able to spark fear or anger in many.

Of course, Bush’s speech was not about information, it was pure double-speak – manipulation. As you replay his speech in your mind – or, watch it on YouTube – consider the scene of White House bunker rats as they drafted it. I am certain that the writers were not sitting around thinking about how they could honestly present their case. No, they were looking for ways to play the nation, manipulate the folks based on a mantra of fear and anger. Most likely in a manner reminiscent of Goebbels in the Berlin bunker.

Of course, there will be no congressional investigations of such attempts at manipulating American citizens. Put a few shots of hot, buttered popcorn in a real of film and you will be testifying before some subcommittee of Washington bozos. However, manipulate those very same citizens with outright lies, as well as mantras of fear and anger, and the DC committee rooms will remain empty and silent. Why? They all play the same game, whether White House or Congress. And, no one wants to give it up.

Let’s return to our old rallying cry, “Life, Liberty, and the Pursuit of Happiness,” and send packing the political advertisers – the manipulators – and their fear-mongering tales of, “Extremists, al-Qaeda, and terrorists.”

September 15, 2007