Download A Linguistic Exploration of Propaganda in Advertising

Journal of the Linguistic Association of Nigeria Volume 16 Nos. 1 & 2 2013 (pp. 63-72)
A Linguistic Exploration of Propaganda in Advertising in Nigeria
Wasiu Ademola Oyedokun-Alli, PhD
Department of English & Literary Studies, Federal University Oye-Ekiti, Nigeria
E-mail: [email protected]; [email protected]
Phone: 234 (0)803 916 2490/ 234 (0) 805 843 0092
Language is man’s major means of communication and social intercourse. It is also used
to influence the behavioural patterns of others. This paper examines the use of propaganda
in selected advertisements as “mind bending” contrivances. It claims that propaganda is
used or spread to influence people in favour or against some doctrine or idea. The inference
from the study is that propaganda is used through the instrumentality of language and
cinematographic effects; the art of making the other man’s mind for him. The paper
recommends that concise and proactive efforts should be made by the National Assembly,
the National Judicial Council, the National Broadcasting Corporation and Advertising
Practitioners’ Council of Nigeria (APCON) to stem the tide of making false or wild claims
as a veil for propaganda.
Introduction
Language is an important arsenal through which humans communicate among themselves.
It is the manifest use of language that distinguishes man from animals, when
communication is in focus. This, undoubtedly, underscores Harold’s (1981), assertion,
cited in Tonga (1997), that language is the “medium through which thoughts are conveyed
from one person to another”. From the foregoing, one can conclude that language is used
to achieve some ends: to inform; to entertain; to educate; to set matters in motion; to
persuade; and to influence one another. This is the thrust of this paper. Propaganda, in this
study, is viewed and understood as a seminal expression of opinion or information
(especially prejudiced ones) “spread to influence people in favour of or against some
doctrine or idea”, The New Webster’s Dictionary of the English Language (International
Edition).
In our fast paced world, language is an effective tool in socialization and social
intercourse. Its deployment as a means of communication is intricately linked to the control
of or influence on the human mind. Hence, the scope of this work: minds at work? The
paper examines the deployment of language laced with propaganda to influence human
mind in selected advertisements of products and services.
Advertising: Nature, Scope and Functions
Advertising, as a marketing strategy, is defined as “use of paid space in publication, for
instance, or time on television, radio or cinema, usually as a means of persuading people
to take a particular course of action, or to reach a point of view”, Osho (2001). Cooley
(1961) defines advertising as “a mass, paid communication, the ultimate purpose of which
is to impart information, develop attitude and induce action beneficial to the advertiser
(generally for the sale of a product, service or idea)”. This line of reasoning is also toed by
American Marketing Association (AMA, 1977), which sees it as “any paid form of nonpersonal presentation and promotion of goods, services or ideas by identified sponsors”.
Oyedokun-Alli: Propaganda in Advertising in Nigeria
64
What is basic in all these is that advertising is a “basic tool” whose sole aim is “to build
preferences for advertised brands or services”, (Doghuje, 1985).
At this juncture, the questions may be asked, “what is persuasion and what
persuasive techniques are available as a tool for propaganda in advertising? Persuasion,
generally speaking, is a means of convincing people to buy certain products; to believe
something or act in a certain way; and to agree with a point of view, (source:
http://www.slideshare.net/LHghighi/common-persuasive-techniques-in-advertising). Lee
and Lee (1985) identify six common persuasive techniques. These are discussed below:
(i)
(ii)
(iii)
(iv)
(v)
(vi)
Bandwagon: a statement suggesting that everyone is using a particular product,
so you should too!
Repetition: the name of a product is repeated many times.
Testimonial: a well-known person supports a product or service.
Emotional appeal: a person is made to have strong feelings about a situation or
product.
Humour: makes people laugh.
Rhetorical question: asks a question to produce an effect. No answer is expected.
One can safely conclude, therefore, that the ultimate goal of most media managers is to
persuade the audience to believe or do something. The media literacy project submits that:
Hollywood movies use expensive, special effects to make us believe that what we’re seeing
is real. News stories use several techniques, such as direct quotation or identified sources,
to make us believe that the story is accurate. Persuaders use a variety of techniques to grab
our attention, to establish credibility and trust, to stimulate desire for the product or policy
and to motivate us to act (buy, vote, give money, etc.). These, generally, are referred to as
‘techniques’ or ‘language’ of persuasion.
The Communicative Relevance of Propaganda
The New Webster’s Dictionary of the English Language (international edition) defines
propaganda as “information” and “opinion” (especially prejudiced ones) spread “to
influence” against some doctrine or ideas; “the spreading of such information and
opinions”. Curran and Curevitch (1997) cite the authority of Herman and Chomsky who,
in their book, Manufacturing Consent: the Political Economy of the Mass Media (1988)
argue that propaganda is an instrument by which capitalists use their economic power with
a commercial market system to ensure that the flow of public information is “consonant
with their interests”. They argue that “the powerful are able to fix the premises of discourse,
to decide what the general populace is allowed to see, hear and think about; and to ‘manage’
public opinion by regular propaganda campaigns”, Herman and Chomsky (1988:IX).
In this context, the deployment of language in the media as an arsenal of persuasion
(or even deceit!) cannot be over-emphasized. It is the contention of O’ Sullivan, Dutton
and Rayners (2003) that the media, generally, use “propaganda techniques” to manipulate
“the minds of whole population; and that, in such a situation, the media have enormous
political potentials. And of the many examples cited by the authors, one common inference
is the “mind-bending” powers of the media as one which still “has considerable common
currency”.
65
Oyedokun-Alli: Propaganda in Advertising in Nigeria
One is inevitably drawn to the examples cited by O’ Sullivan, et al, (2003),
Broekhuizen (1995), Curran and Gurenvitch (1997) and Arens and Bovee (1994) that there
is a general consensus that some political contents in the media qualify as propaganda. O’
Sullivan, et al (2003) asserts that propaganda is “the conscious manipulation of information
in order to gain political advantage”.
However, in broad terms, propaganda is not limited to politics. Propaganda is also
overtly used or deployed in product or service advertising. Owing to fierce competitions
among commodity producers and service providers, a lot of gimmicks (as veiled
propaganda) are used to “bend the minds” of the end-users of the products or services. In
fact, Osho (2001) argues that the use of propaganda in advertising is inevitable and involves
the “art of making up the other man’s mind for him”. It, therefore, becomes inevitable that
individuals become vulnerable to the influence, whims and caprices of the advertiser/
propagandists.
Propaganda in Advertising
Osho (2001) highlights seven propaganda devices as enunciated by Lee and Lee (1987).
They include:
a) Name calling: this device is said to be the oldest as it attaches a bad name to the
adversary and, of course a good name to the brand being promoted. Examples:
“Gold leaf for good taste”, “Harp for happiness”, etc.
b) Bandwagon: This device appeals to the individual to be on the popular side.
Examples: “join the winning team, use addidas”, “come to Marlboro country”.
c) Transfer: the speakers with the frame picture of a national hero behind him or the
national flag on a staff by his side tries to channel the emotion aroused by these
symbols towards the acceptance of his ideas.
d) Card stalking: this devices shuffle lies, half truths, evasions, innuendos, overemphasis, understatements, all together like cards in a pack. If the truth is on any of
the card dealt, it would take more than human power to discover it.
e) Testimonial: here the pet device of the advertiser is used to sell ideas. A star in sports
is used to promote sportswear and materials, or an accomplished academician (sic)
is used to testify to the quality of a ball pen.
f) Plain Folks: here the propagandist uses the homespun style by making it clear that
he is just “one of the folks”, or so honest and free from guides.
g) Glittering generalities: this technique matches broad ideals to particular situations
in a high – sounding but hazy way which gains its effects even though it won’t
withstand critical examination.
Oyedokun-Alli: Propaganda in Advertising in Nigeria
66
These frontiers can be extended by considering such other factors as:
(i)
(ii)
(iii)
(iv)
(v)
Inbuilt biases,
Accents of the broadcasters,
Camera angles,
Sexist stereotyping,
Sexually seductive images, as a selling strategy.
Purpose of study
Despite the claim to the contrary, preliminary inquiries show that news items, editorial and
(more importantly) advertising are not free from biases and mind – bending propaganda.
In our fast paced world, the dissemination of information via the instrument of language is
so central to human existence. Therefore, this study examines the deployment of language
as an arsenal for propaganda and its effect on the end – users of the information.
Research Objectives and Questions
The study has the following objectives:
(a)
(b)
(c)
(d)
To determine the use of language in selected advertising
To determine whether the use of language is merely to inform, educate or entertain
To ascertain propaganda contents in such information /advertising
To assess devices used to reinforce the propaganda
Specifically, the following questions were asked:
(a)
(b)
(c)
(d)
Is the use of language in the data merely informative?
Is the use language laced with propaganda?
What linguistic features distinguish (a) from (b) above?
What linguistic or extra – linguistic features are used to lace the information with
propaganda?
Corpus Materials
These consist of four items, two each from (i) products and (ii) services as follows:
(a)
(b)
(c)
(d)
Guinness advertising (product).
MTN advertising (product).
Nigerian Television Authority (NTA) slogan (services).
Peoples Democratic Party political slogan (Services).
Sampling Procedure
These items were selected at random. They are common advertisements and political
slogans in vogue. The use of language in these advertisements has special appeal to the
mind; the appeal (to be determined in our analysis) was categorized into two, informative
and propaganda. However, notwithstanding the randomness of our corpus materials, the
choice of these products and services has been made to be representative of the total
67
Oyedokun-Alli: Propaganda in Advertising in Nigeria
population. The writer, therefore, wishes to posit that the results of the analysis are
generalizable within a wider framework.
Testing Procedure
Each of the four items selected was examined within the context of psycholinguistic
analysis. The reason being that the use of language (and even propaganda) in the
advertisement can be properly analyzed within the purviews of psychology and linguistics.
Analytical Procedure
For analytical expediency, the researcher adopted Quirk and Greenbaum’s (1973)
Performance and Judgment Test methodology, using the following scale;:
Item 1 2 3 4
(product)
familiarity scale
No. of % of No of % of No of % of No
SA
SA
A
A
U
U
SD
of % of No of % of
SD
D
D
Fig. 1. Quirk and Greenbanm’s (1973) Performance and Judgment Test scale.
Key: SA (Strongly Agree); A (Agree) U (Undecided), SD (Strongly Disagree), D
(Disagree).
To test the correlation between the claim in the advertisements and the responses of the
end-users, and to accurately account for the conceptual representation, the study examined
Braddock’s communication model. The major thrust of Braddock’s model is in form of
these questions:
1
Who?
Says what?
For what purpose?
To who?
Through which
medium?
With which effect?
Under what
circumstance?
Fig. 2: Braddock’s (1958) communication model
The
advertisers
Under
promote
servicers
Provide information
about their
products
To increase
scales
The T.V
Electronic media
Yet to be
determined
Prospective
users of the
product
Oyedokun-Alli: Propaganda in Advertising in Nigeria
68
Summary of Findings: (Item-by-Item)
1
2
No of
SA
7
6
% of
SA
70%
60%
3
5
50%
4
5
6
7
8
9
10
2
5
6
5
7
8
9
20%
50%
60%
50%
70%
80%
90%
No of A % of No
A
of U
3
30%
1
10% 1
3
1
10%
2
5
2
20% 1
2
10% 1
10%
1
1
% of
U
No of
SD
% of
SD
No of
D
% of D
10%
1
10%
1
10%
30%
1
10%
1
10%
3
30%
4
40%
2
2
1
20%
20%
10%
50%
20%
10%
20%
10%
Fig. 3: Summary of findings (using Quirk and Greenbaum’s Performance and Judgment
test).
Overall analysis and Discussions
(i) Service Provider: MTN (Nigeria)
Description of the language used “everywhere you go”
Message Intended: That MTN (as GSM service provider is all over Nigeria. (emphasis
mine).
Psycholinguistic Analysis
The audio – visual effects suggest that MTN (as a GSM service provider) has such a wide
coverage that it covers the entire nook and crannies of Nigeria; everywhere is painted
yellow – the official color of MTN as covering the entire geographical milieu. This, from
our findings, is a mere propaganda! The fact, as attested to by our respondents, is that the
MTN coverage (of Nigeria’s territory) is less than being “everywhere” Apart from this,
even when the network coverage is available, constant network failures that characterize
the services of the GSM providers have rubbed off on this claim.
Beer/Stout Producer: Guinness (Nig.) Plc.
Description of the language used:
(ii)
GUINNESS IS GOOD FOR YOU
Message intended that drinking Guinness stout is beneficial to the consumers.
Psycholinguistic Analysis
The use of language, laced with captivating cinematographic illustration of a man’s
successful adventure, is suggestive of the invigorating power of Guinness stout to
69
Oyedokun-Alli: Propaganda in Advertising in Nigeria
strengthen the drinker. In fact, the Guinness stout as portrayed by the advert turns the man
actor, Michael power into a superman! The adjective “good” is defined by Macmillan
English Dictionary for Advanced Learners as “of a high quality/standard; able to do
something well; giving pleasant fetching; pleasant to look at; giving a lot of value...” It is
not in doubt that the advertisers (of Guinness stout) have the last meaning in mind. In other
words, the advertisement is suggestive of the idea that “Guinness stout is giving a lot of
value or is “beneficial to the drinker”. If the conceptual theories of meaning are made
applicable to our understanding of the adjective “good”, then it is apt for us to conclude
that the ‘frontiers’ or borderlines of the meaning of good is everything positive, beneficial
and standard. However, contrary to this claims, medical records have proved that alcoholic
intake poses some dangers to human health! Apart from this, the drinker (especially heavy
ones), also run the risk of protruding bellies and temporary loss of control. These lines from
William Shakespeare’s Othello aptly illustrate our view point (on alcohol):
...O invisible spirit of wine the enemy men put in their mouth which steals their
brains, if thou hast no other name let us call thee the devil.
(iii)
Service Provider: Nigerian Television Authority (NTA)
Description of language used:
“NTA: Africa’s largest network”.
Message intended: that the Nigerian Television station’s broadcasts cover the largest (of
all other stations) parts of Africa.
Psycholinguistic analysis
This T.V Jingle is aimed at imploring prospective advertisers to patronize NTA stations for
their advert placements, since NTA is “Africa’s largest network”. Africa is the second
largest continent, with an area covering 11,700,000 sq. miles and a population of
650,000.000. (The New Webster’s Dictionary of the English Language (International
Edition), 1995:14). With fifty-two countries, NTA’s claim to covering the largest part of
Africa is merely a propaganda device to secure patronage. The questions may be asked:
(i)
(ii)
(iii)
What statistical data can attest to this claim?
Does the quality of programming guarantee this “brand loyalty”?
Does the NTA take cognizance of constant power outage, poor signals and the
infiltration of the media space by foreign stations?
It is intuitively evident that this appeal to the minds of the viewers notwithstanding, the
jingle is a mere propaganda.
(iv)
Nigerian Political Party [Peoples Democratic Party (PDP]
Description of language use “power to the people”
Oyedokun-Alli: Propaganda in Advertising in Nigeria
70
Message Intended: The PDP’s slogan, coupled with its umbrella symbol is suggestive of
the fact that, with the party, “real power” resides with the electorates. The slogan, arguably,
is consonant with Abraham Lincoln’s definition of democracy as “government of the
people by the people and for the people”. “Power”, therefore, is defined as the “political
control of a country or government”. The inference is that the control of political
machineries ultimately resides with the masses. However, contrary to these positive claims,
ten years into the present republic/democratic dispensation, real control of power resides
with a tiny cabal, across the six geopolitical gives of the country. The masses with whom
“power” supposedly resides live in object poverty, disease, ignorance and insecurity
Conclusion and Recommendations
This study examined the deployment of language as an arsenal used as propaganda devices
in selected advertisements. It has been established in the analysis of data that deceptive
contrivances are deeply rooted in propaganda device used in the four items discussed. The
items are:
(i)
(ii)
(iii)
(iv)
Guinness stout advertising
MTN advertising
Nigerian Television Authority (NTA) advertising and
Peoples’ Democratic Party (PDP) political slogan.
Each of the four items was analyzed within the purview of psycholinguistics – bearing in
mind the use of propaganda devices to appeal to the mind. The study concludes that the
advertisements of these items are laced with deceptive contrivances like visual distortion,
false testimonials and partial disclosures. The twin instruments of sound and vision (in
electronic media) and graphitic and graphological variations (in print media) were
skillfully deployed in these tasks. It is the position of this paper that such abuse of the
minds of the people should be checked. It is tantamount to fraud, deceit and false pretence
to make claims to issues and facts that are false or partially true. We, therefore make the
following recommendations:
(a)
Much more drastic and proactive legislations should be enacted by the National
Assembly to check the deployment of “deceptive contrivances in advertisers’
claims.
(b)
The National Broadcasting Commission (NBC) should be further empowered to
verify advertisers’ claims before such clams are made public.
(c)
The National Judicial council (NJC) should direct judges to be much more proactive
in deciding cases on propaganda for deception in advertising.
(d)
Advertising Practitioners’ Council of Nigeria (APCON) should be much more
proactive in meting out strict penalties to its erring members who engage in such
propaganda for deception.
(e)
Much more research interests should be channeled towards verifications of claims
in advertisements, especially by members of the academic.
71
Oyedokun-Alli: Propaganda in Advertising in Nigeria
References
American Marketing Association (1972)
Arens, W. and Bovee, C. (1994) Contemporary Advertising. Massachusett S, Irwin.
Braddock, P (1958) The Structure and Function of Communication in Society. New York:
Harper and Row.
Bittner J.R. (1989) Mass Communication: An Introduction. New Jersey: Prentice Hall
Publisher.
Curran, J. and Gurenvitch, M. eds. (1997). Mass Media and Society. London: Arnold
Group.
Colley, R. (1961) Defining Goals for Measuring Advertising Results. New York:
Association of National Advertisers.
Doghuje, M. (1988) The Hidden Persuaders. Lagos: Granters Publishers.
Herman M. and Chomsky, N. (1974) Trends in Advertising: A Critical Perspective. New
York: Macraw-Hill Publishers
Hittp://google.com.ng/search: Bittner J. R. (1989) Mass Communication: An Introduction.
New Jersey: Prentice Hall Publishers
Http://www. Slideshare.net/LHghighi/common-persuasive –techniques-in-advertising.
Durham M. and Kellner, D eds. (2001) Media and Cultural Studies. Oxford: Blackwell
Publishing.
Leech, G. (1986) English Advertising. London: Longman.
Lee, A.M. and Lee, E.M. (1985) The Fire Art of Propagandas. New York: University of
Chicago Press
Macmillan English Dictionary (New Edition 1993). London: Macmillan.
O’ Sullivan, T., Dutton, B. and Rayners, P. (2003) Studying in the Media. New York:
Oxford University Press.
Osho, S. (2001) Advertising and Public Relations Law. Abeokuta: ESS Oh Publishers.
Osuala E. (1993) Introduction to Research Methodology. Onitsha: Africana-Fep
Publishers.
Oyedokun-Alli, W. (2008) Introduction to Communication for Higher Education. Offa:
Hamby Publishing.
Quirk, R. and Greenbaum, S. (1973) Elicitation Use Experiments in English: Linguistic
Studies in Use and Attitude. London: Longman Group.
Shakespeare, W. (1599) Othello. The Moor of Venice.
Tomga, A. ed. (1997) Use of English for Polytechnics (1). Lagos: Sterling-Hordes
Publishers.
The New Webster’s Dictionary of Contemporary English. (International Education). New
York: Lexicon Publishers
Yule, C. (2002) The Study of Language. Cambridge: Cambridge University Press.
Oyedokun-Alli: Propaganda in Advertising in Nigeria
72
Appendix I
Questionnaire
1.
I am quite familiar with the language of advertisement of these products/services
(please tick the ones) applicable.
(a)
(b)
(c)
(c)
(d)
2.
The language of the advertisement is well understood by me
SA( )
A( )
U( )
SD( )
D( )
3.
The use of language in the advertisement is laced with propaganda
SA( )
A( )
U( )
SD( )
D( )
4.
The use of other visional effect (beautiful pictures, sceres, etc) reinforces the
propaganda.
SA( )
A( )
U( )
SD( )
D( )
5.
I have carried out checks on the claim(s) of the advertisers
SA( )
A( )
U( )
SD( )
D( )
6.
My checks have revealed contrary results to the claims of the advertisers
SA( )
A( )
U( )
SD( )
D( )
7,
Without the propaganda the product would still have sold well in my neighborhood
SA( )
A( )
U( )
SD( )
D( )
8.
The advertisement touches on my sensibilities
SA( )
A( )
U( )
SD( )
D( )
9.
My choices of product/service have been heavily influenced by the manner of the
use of language
SA( )
A( )
U( )
SD( )
D( )
10.
I am of the opinion that the claims of the advertisers should be verified
SA( )
A( )
U( )
SD( )
D( )
Freely comment on what you further recommend should be done to advertisers with
“wild” claims.