Propaganda Analysis

It’s spring. A mother shows her child how she cares for her world. Her brunette hair, pale complexion, and clean, cut outfit are symbols of the typical American woman. This woman has a stately air about her stance; she seems completely comfortable and stable—physically and emotionally. The clothes that hang on her slender and curvy body are simple. The focus of her body is on her countenance and the action she is engaged in. She gently pours water from a garden pitcher on a lawn where flowers are blooming. Her son watches intently; he sits cross-legged on the ground with a clumsy smile wiped across his face. His caring mother is showing him that she cares for the Earth and she desires for him to learn the same. CVS/Pharmacy emphasizes that they care as much as you do about the Earth and it’s dwellers through their advertisement. This mother is intended to represent a pharmacist at CVS/Pharmacy whose love and care for the Earth is reflected in her work ethic. Through an appealing display, CVS/Pharmacy
Commercials take use of visual, emotional, and verbal cues. Word choice can affect the way in which a person perceives you, the product you are selling, and/or the company you are promoting. One technique that can affect the amount information you, as the consumer, retain is repetition. A company repeats their slogan or motto many times. CVS/Pharmacy’s slogan, for example, is “For all the ways you care.”

is repeated verbally in the commercial and is most likely visually displayed, as well. Another persuasive technique is words that are too general—nice, nature, care—that are much too relative to the background of the reader/listener/viewer. During a 2007 CVS/Pharmacy commercial, CVS uses a famous artist (Sarah McLachlan) to perform a song (Ordinary Miracle) that sends the message that they want throughout, and in closing, they leave you with a question. “It’s in your nature to care for others, to listen, to advise, to always be there. Isn’t it nice that there’s a pharmacy that cares as much as you do?” The couple minute monologue is to persuade viewers that CVS/Pharmacy is positive and encouraging, yet they expect you to view their pharmacists as loving and caring. Throughout the entirety of the commercial, “Ordinary Miracle” is heard; its lyrics are specifically designed to challenge you to act upon the message. “Life is like a gift they say, wrapped up for you everyday; open up and find a way, to give some of your own. Isn’t it remarkable? Like every time a raindrop falls. It’s just another ordinary miracle today.“ CVS/Pharmacy desires that all their potential costumers have the mindset that their pharmacy will be something that is ordinary and accessible, but the care and treatment you will receive is unordinary and rare.
It’s summer. A quiet evening with a full moon shining brightly in the cloudless sky allows for a romantic night. The couple sits silently gazing on the thousands of stars and the glowing moon; comparatively, they are so entranced with the sky and each other, that their surroundings are viewed as miniscule. Their white house has a lovely porch swing on which they are both comfortably resting. The man’s arm is placed lovingly on the woman’s shoulder. CVS/Pharmacy facilitates the appearance of the compassionate

and respectable couple through the decent apparel they are wearing and their sweet, innocent quality time. And the artist strategically placed a few flowers toward the front of the picture. The flowers are not only a reoccurring theme in the summer visual advertisement, but they represent peace and beauty; this implies labor on the yard and therefore a beautiful outcome.
An animated commercial like CVS/Pharmacy’s makes use of the propaganda tools in their box. Words like “ordinary” imply that the company desires to be in your community and promotes the philosophy that the employees and location should be local. Plain Folks is the propaganda reference I would place on this “community” emphasis. Throughout each sketch, the company has been careful to represent their idea of a “typical” American. Phrases such as “in your nature to care for others, listen to others and to advise,” allow for viewers to believe that CVS/Pharmacy hires only the most caring and thoughtful pharmacists—an example of glittering generality.
It’s fall. Two girlfriends are taking a brisk walk, breathing in the crisp autumn air. Appropriate clothing and plain colors allow for the viewer to admire their clothing, but concentrate primarily on the expressions on their faces. The one on the left is endearingly placing her hand on the friend that so eagerly seeks her guidance and/support. The women have mocha skin and brown wavy hair. And as the sun shines brightly behind them, they look hopeful for the future. These friends know that they will be there for each other throughout every season of the year and of life. CVS/Pharmacy claims to care for you the same way that you care for others, but can they live up to their standards?