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Unformatted text preview: ent above my duty to society.” Introduced concept of “media mix” Bernays’ Campaigns 1920s group of young models to march in New York City parade to break taboo against women smoking Pancake breakfast: 1st overt media act for Calvin Coolidge’s presidential campaign 50th anniversary for light bulb invention Campaigns that water fluoridation was safe (Alcoa-ADA) and another that Dixie cubs were more sanitary Tools of the trade … Tools Prediction Expectancy Cognitive dissonance Propaganda Devices Propaganda
Familiar? Pay attention to Familiar? advertisements; you’ll see these. advertisements; Here they are! Here Name calling (good or bad) generalities (hype) Glittering Transfer Transfer (accessing big-name stars, such as a political endorsements) endorsements) (actual endorsement) endorsement) folks (aw shucks) Testimonial Testimonial Plain Here are some more …. Here Band Card Card wagon stacking (one side of story) story) stereoty...
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- Spring '10