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Ever since the October 1917 revolution, the communist information channels relied on red as the color of choice for propagation of propaganda materials (Beckett). The collapse of the Soviet Union in the…
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Download file to see previous pages The advertisement under focus (shown in Appendix A) utilizes propaganda techniques as well as communist symbols for propagation. Essentially the advertisement is geared to sell candy but the symbols used for propagation make the advertisement look like communist propaganda for revolution.
The first noticeable item about the advertisement is the heading at the top which provides a striking message in a Russian transcription type script. The heading is transcribed in a modified font to resemble Russian script (apparent from the horizontally flipped N symbols”. In addition, the contents of the heading make it provocative and even appealing to the intended audience. The heading reads “The Redolution is now!” where the word “Redolution” has been derived from the words “revolution” and “red”. This rebranding of the word revolution is an attempt by the advertisement to strike the curious sides of human beings. Human beings are typically interested in items that either provoke them or items that strike their curiosity. Since the word revolution is a strong word, mixing it with red leaves strange connotations. This is compounded by the fact that the United States and the Soviet Union remained at loggerheads with each other during the Cold War (Friedman). The advertisement under focus is geared for the United States where most people still carry biases against Russia. Using the color red along with the message of revolution tends to make the advertisement generate a strong appeal with audiences. The urgency of the message expressed by the word “now” tends to raise the bar even more.
The advertisement uses other strongly communist symbols as well including the M&M mascot and the volley of people at the bottom. The red colored M&M mascot symbolizes a turn into the communist fold. The figure’s head is shown strewn with a cap tagged with a single communist star leading to a greater appeal for the figure as being communist. ...Download file to see next pagesRead More
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