COP3 _ Organising Your Research Lecture

"Doing your research project" - Useful Book to organising your research.

Approaches to research

Take a step back - what are  you doing? what do you want to achieve?
what research methods are appropriate?

Quantitative or Qualitative?

Quantitative - statistical data , numerical results, graphs. markets and trends, a body of people on mass, what they think and how they react. surveys, questionnaires.

Qualitative - content, ideas, theory and philosophy.

Which is more important to your project? Most efficient and most valid.
You only need what is relevant to what your doing.

Practice based methods, Library based Methods, Data Gathering.

Action Research 

A circle process of coming up with ideas, research themes and testing them out in real world situations and reflecting on those situations (reflective diaries, research logs) finding results and applying them to do it again, but better.

Planning the Project 

An organised and clear, detailed project plan. A Plan for the module that covers all basis until submission.

- Write down all questions your investigating. Everything you think is interesting.
- Consider each on their merits and focus on two (primary and secondary)
- Find a focus - One central driving question or theme and a related secondary question that might come into play.
- Write an A4 first thoughts sheet for each question.
- What is the purpose of the study? Is your question researchable? Purpose :  How powerful branding can be? Branding has no morals attached to it. It can be used for good and bad.
- Decide on a 'working title'. a thesis thats answerable.

Project Outline

- Consider timing
- DEADLINE - 12 weeks today
- Consider holidays / work / life
- Think about the aspects of your title that need addressing

- Research into Theories  - Freud, Marxist
- Allocate timings for everything
- Allow generous time for reading and writing up core elements.

Literature Search

- Key Themes
- Key Material on Topic
- What are the Key arguments
- All material that is already out there on what your investigating.
- Pick the essential books that link to the topic.
- From these essential texts, look t secondary sources, critisims of these texts.
- Focussed triagulation. Use sources to cross-reference and cross-crtique. - JOURNALS

Organise Research 

- Record the books your looking at and reference properly from the start.
- put them into categories, what is the point of the books, main themes.
- How can you use them? How is it relevant to your research?

- You need to understand the key arguments, opinions on the subject. Are you going to support or challenge these views?


- Working Title
- Literature Search
- Organised Document


- Consider the ethical side of your project.
- Don't offend or harm anyone.

- does your research involve human participants? If so have you taken care to ensure no harm can be done to them.
- are you involving people who are vulnerable. example children. do you need consent?
- discussion into sensitive topics?



- is it relevant? is there a rationale for it? theres lots of other ways. you need to think about questions and discuss with a supervisor.
- they need to be precise questions.
- they can't have assumptions behind them. or leading in any way.
- dont as questions that lead to other questions.

- Question type? Yes, No, Maybe. A Scale. Etc.
- Think about the format and appearance. It needs to look good and easy to fill out. Also think about sample size.
- Set a deadline for getting it back
- Record and collate responses.


- is it the best way?


Critical / Reflective Log, Diary, or Research File. 

- treat this seriously.
- what is the purpose?
- be disciplined. update it regularly.
-  target it to the purpose of your study.


- Don't Procrastinate
- Plan Research Methods Carefully
- Appropriate Methods of Research
- Self Assess Ethically
- Document all processes your doing. (BLOG)

- Detailed project outline and stick to it!
- Maximise opportunities to speak to supervisor.

Dissertation - Seducing the Subconscious - Book - Notes


PAGE 160 

"Advertisments ordinarily work their wonders... on an inattentive public."

Michael Schudson - Advertising, the uneasy Persuasion (1984 : 3) 

PAGE 165 


"There are a lot of consumers coming home in the evening, taking their brain out and putting it in a warm bowl of water, and watching television. That's what we watch TV for, to relax and not to have to think about too much." 


Page 11, 184, 204-206, 225-6

PAGE 225

A Force of Evil or Good?

"Most of you reading this book will be grown-ups. In one area, the dilemma is more important, and that is for children, Is it right that cereal manufacturers should be allowed to use advertising to create cartoon characters that appeal to children, when the products they are advertising contain significant quantities of added sugar?"

Its okay for us grown-ups because we are old enough to understand what might be happening, but kids are clueless and global corporations know this, and target it specifically. Is this fair? 

"Does the Subconscious Seduction model mean that we need to be a lot more vigilant about the sorts of campaigns that our children see? I suspect it does."

PAGE 226

"If you start advertising to people when they are aged 6, by the time they are 26 they will have been exposed to 20 years of advertising. Twenty years of beautiful imagery, 20 years of technical breakthrough, 20 years of 'the ultimate driving machine.' Is it any wonder, then, that so many people in the world want to own a BMW?


"But, another way of looking at subconscious seduction in advertising is to see it as a force for good. Every year governments use advertising to try to make us live better.... They warn us not to eat too much sugar, salt, and fatty foods.... Many of these campaigns are made using a traditional model of advertising.  They try to persuade us to behave correctly. ------ Suppose this sector of adveritsing were to employ the subconcious seduction model when making hter ad cmapaigns? And suppose they did it as effectivly as the commercial brand marketers do. Might it turn out to have a positive role, not a negative one? 

This is funny because governments are currently using a straight forward advertising model. what if they was the play the corporations at their own game and become even more succesful to counter-act what their doing and for greater good of the world. This is a really interesting thought. 

McDonalds Case Study

PAGE 205

"Ronald Mcdonald is a pied piper drawing youngsters all over the world to food that is high in fat, sodum and calories. On the surface, Ronald is there to give chilren enjoyment in all sorts of way with toys, games and food. But ronald Mcdonald is dangerous, sending insidious messages to young people." Alfred David Klinger 

Alfred Klinger believes that Ronald McDonald should become "retired", but is this right?

Theres no question that children like clowns , and so I'd probably agree that the clown shouldn't be used to sell the burger. 

Plus, ronald McDonald has ow cleverly been repositioned to front up a charity providing 305 Ronald McDonald houses which provide overnight accomadation for parents visiting children in chronic care hospitals. 

Ronald McDonald is also used for good so who is right? who knows?  at least This debate is out in the open and people can make up their own minds to if they want thier kids to wast at mcdonalds or not. 

PAGE 206


Go to Mcdonalds and many other fast food chains and you'll find yourself confronted with...

"A Blaze of Red and yellow and occasionally blue...These are exactly the same shades of bold primary colour that are found in Lego and Duplo and Mega Bloks and Fisher Price and the cast majority of baby toys. A baby or small child exposed to these colours would instinctively process them and feel like these restaurants are a friendly and safe environment, because they "look" exactly like toys their parents buy for them to encourage them to play with. By the time that child grows into an adult, they may well be conditioned to feel that McDonalds and Wendys and Burger King are associated with the colours of their childhood, and couldn't possibly be bad places. "

Great quote about the colours used in semiotics that appeal to children. 

COP3 - Secondary Research - Iron Fists

Iron Fists : Branding The 20th Century Totalitarian State (Book)

This provocative survey reveals how four of the most destructive dictatorships of the 20th century - Nazi Germany, Fascist Italy, Soviet Russia and Communist China - used graphic design to sell their messages. Explores each regime's distinctive strategies for seducing public opinion and infiltrating people's lives, in media ranging from logos, flags, typefaces and posters to children's books and figurines Remarkable archival photographs set the disturbingly powerful graphic devices in historical context. The perceptive text analyses how these four regimes established the most effective modes of visual propaganda, which were later adopted and adapted by many other dictatorships.

I'll be focussing primarily on the Nazi Regime for one of my case studies for the essay;



Page Numbers highlighted in Orange

Quotes highlighted in Yellow 

Meanings of Quote / Notes in Bold Underneath



 Page 8 

"Starting in the twentieth century, totalitarian states began using the same techniques as modern industries and corporations. Despots and businessmen alike strove to establish branding techniques, supported by visual images - logos and trademarks - that were used to trigger instantaneous recognition of their ideas and products. The goal was to ensure "brand loyalty", the ultimate objective of every branding strategy."

Nazi Germany use the same techniques as Corperations. Examples being Visual Images, Logos, Trademarls. BRAND LOYALTY

"Hitler was systematically exploring and exploiting the secret fears and hopes, the cravings, anxieties and frustrations of the German masses." wrote Aldous Huxley in Brave New World Revisited."

Interestingly and Ironically says cravings of the german masses. Cravings obviously can be easily related directly to Food. 

"Modern Totalitarian states market themselves both to reinforce their power over a captive populace obliged to consume the dominant ideology and to extend the reach of that ideology to the hold-outs, the not yet captive and the next generation. Corporate branding on the other hand, is ostensibly a benign practice intended to convince consumers to make informed choices."

This basically is saying that modern totalitarian states market themselves to reinforce their power but to also reach other people like the 'not yet captive' and more importantly, the 'next generation'. This means planting the idea early on in a young persons mind. This can easily be compared to children and Mcdonalds. 

"infiltrate the subconscious in order to trigger conformist behaviour (i.e. fealty to the brand)...capture the loyalty of the targeted and hopefully malleable demographic.

Malleable Demographic is the key word here. capturing the loyalty by brainwashing, much like Mcdonalds does.

"The design and marketing methods used to inculcate doctrine and guarantee consumption are fundamentally similar...public awareness and brand loyalty can be measures in sales - or votes."

This is basically saying that to 'inculcate doctrine' which means to stamp in a teaching uses very similar marketing techniques to 'guaranteeing consumption'. both is measured in sales or votes - corporations and political parties. 

"Nazi Germany... proved to be extremely creative in their use of new branding strategies to sell their political messages...their propaganda machinery created powerful visual narratives to seduce their respective popultions."

"The symbols and design objects devised as rallying points were so alluring on asthetic as well as formalistic levels that they captured the attention of the world."

Page 9

"The major component of any brand strategy is the logo---here, the swastika---but other mnemonic elements are also useful. Branding campaigns often rely on characters, based on real or imagined people or things, to catapult the brand into the mass conciousness. Many corporations invest heavily in the creation of these"trade characters":the common (and often comic) metaphoric or anthropomorphic personifications seen on television commercials and in print advertisements, like Mr. Clean, Joe Camel, and Ronald Mcdonald. by imbuing products with fanciful--indeed likeable--human characteristics, the trade character puts on a friendly face on an otherwise inanimate (or sometimes inhumane) product."

"These commercial examples are benign compared to the ways totalitarian regimes create mesemrising auras around the stern visages of their leaders , but the principal is the same."

Hitler "deliberatly emphasized certain personal characterisitcs" such as his moustache "with the aim of transforming their corporeal selves into icons. Then in every possible public venue, they made themselves omnipresent.

IMPORTANT QUOTES : comparing the use of characters such as 'Hitler' with commercial ones such as 'Ronald Mcdonald.  

"The Nazis for example, who paid unrelenting attention to the minutest details, prohibited flagrant commercial use of Hitler's image, was was restricted to official party or state documents...with royalties going to hitler himself. To make certain that the Hitler brand was untouchable...nobody but Hitler could be caller "Furer" (leader)."

"Effective branding is centred on a core narrative, and these totalitarian regimes offered two parallel sotries, one rooted in hate,m the other in projecting a utopian future. 

Page 10

"A dictatorship, on the other hand, maintains itself by censoring or distorting the facts, and by appealing, not to enlightened self-interest, but to passion and prejudice but to the powerful 'hidden forces,' as Hitler called them, present in the unconscious depths of every human mind. Each totalitarian brand story was designed to enrage and engage the populace."

dictatorships distorts facts and plays on the hidden subconscious of the human mind. 

"objects were stamped with the symbols and signs that made the regime seem omniscient and thus integral to the individuals daily life."

"The swastika is what in the branding field is called an 'ancillary' symbol designed to reinforce the "brand experience." In commercial terms, this means anything from stickers to clothes emblazoned with logo and trade characters. In political terms it means badges, armbands, posters, and other effluvia that are easy to mass produce."

The swastika is a symbol that was stamped into the daily lives of the german masses in order to get the message across, the brand across. 

"These elaberate uniforms, impressive badges, and other branded regalia were available in abundance, as were events to which to wear them including spectacles that subsumed individuals into a branded mass"

Page 11

Marching is the indispensable magic stroke performed in order to accustom the people to a mechanical, quasi-ritualistic activity until in becomes second nature. 

GREAT QUOTE ON MARCHING. This could be linked to queuing at Mcdonalds? The idea of queuing in Mcdonalds on a day-to-day basis or driving through the drive through and into the same exact routine. Even working there is very much a quasi-ritualistic activity and has become second nature to most of us. 

"Explaining the visual language and branding strategies of these totalitarian regimes is essential to an understanding of how they developed, communicated and perpetuated their core ideologies through word, picture, and design; how they seduced their followers and, curiously, their enemies as well...These totalitarian states used branding strategies for diabolical purposes, and they did so with undeniable effectiveness which is what made them so dangerously beguiling."

GREAT INTRO QUOTE which explains how Nazi Germany used branding strategies for diabolical things and effectivly. Again this could be linked to McDonald's is seen as diabolical by a lot of people and is a major factor in the obesity rise in USA and world. 


Creating Symbols

Page 14


the leader as designer

"He frequently said that art, not politics was his true calling...he promised that after winning the war Hitler would focus exclusively on matters of art."

"...he had a perverse vision, too, for in some of his studies he conceived and elaborate dystopia where the overall imagery, including uniforms, flags and symbols -- constituted a kind of sociopolitical art project"

"Culture and politics were intricately woven into a grand opera in which aesthetics integral to his extremist ideology played a leading role in an absurdist fantasy."

Comments on Hitlers as an artist and how he creating the symbols, uniforms and flags as some kind of sick art project.

Page 16


"When the Nazi's seized power in 1933, Hitler's entire conceptualisation was immediately put into practice...they commissioned extensive research on the physiological effects of posters...the book assessed English, American, French and German political poster design during World War I. It was destined to be used as a text book by German propagandists."

Nazi's researched into physcological effects of propaganda and poster design in order to control the masses. 

"Hitlers visual mission was his profound envy of the Bolshevik red flag and hammer-and-sickle emblems."

Hitler jelous of this.

"More than once in my youth, the phycollogical importance of such a symbol had become clearly evident to me,"

"A sea of red flags, red armlets and red flowers was in itself suffient to give that huge assembly of about 120,00 persons and outward appearence of strength."

 Hitler explained in his 1925 prison memoir 'Mein Kampf' (My Struggle). 

"One of the things he Nazi's purported to be offering the German population was the dream of social unification -- glorious Teutonic cohesion...and a common mission to "purify" the Ayran race, all symbolised by co-oridnated graphic signifiers that served as visual reinforcement of the common heritage"

Graphics used to brainwash.

Page 17

The use of intials became integral to the Nazi Branding Scheme ... "It became the model for the Nazi's who reduced all party and government departments to intials and acronyms, and was eventually widely adopted by businesses."

Hitler "insisted that visual idenity and graphic design be given the highest priority. "Up till then movement had possessed no party badge and no party flag" He wrote in Mein Kampf. "The lack of these tokens was not only a disadvantage at the time, but would prove to be intolerable in the future."

Page 18


" would be absolutely unthinkable that the future they should remain without some sort of token which would be a symbol of the movement and could be set against that of the [Communist] International." .... He immediately called for a well-definedidentity system to distinguish his party and it's members from the opposition --- as well as from the past. 

"In addition to the party's emblem and membership badge, Hitler designed it's stationery, rubber stamps... and the masthead of the party's newspaper."

"He convicingly sets down rationales for a systematic design program based entierly on signs and symbols.."             (again in hitlers book 'mein kampf'.)

"All those who busy themselves with the tastes of the public will recognise and appreciate the great importance of these apparently petty matters. In hundred of thousands of cases a really striking emblem may be the first cause of awakening interest in a movement" hitler wrote. 

This quote is really great because Hitler himself explains how important an emblem is in creating interest in a movement and this could be directly linked well with the golden arches. 

"Hitler...had an instinctive understanding in the emotive power of symbols... and applied this in designing the party's iconography"   writes Frederick Spots in Hitler and the Power of Aesthetics. 

Page 19

"In addition, he held that only certain colours were capable of attracting and focusing public attention, especially during a period of revolution. Using a semiotician's logic, he rejected pure white (too insignificant) or black (strong, but incapable of attracting attention alone, and any "weak" colour combinations. 

"Hitler decided upon a final form -- a red flag emblazoned with a white disk and a black swastika in the it's middle. He explained that the red expressed the social thought underlying the movement; white, the national thought; and the swastika signified the struggle for the victory of 'Ayran' makind."

Interesting comment on how Hitler come to choosing the colour combinations and design of the final flag.  This could also be easily linked to Mcdonalds as they use similar colour combinations to that of what the Nazi's did. 

Page 24


Hitler as Icon, Trademark and Mascot.

"Hitlers's image was designed to become the face of the Nazi State" 

Just like how Ronald Mcdonald was designed as the face of Mcdonalds. 

Page 25

"Hitlers identity was carefully crafted and skilfully managed to represent both the omnipresent leader and the protector of the nation. He was at once the proverbial 'Big Brother' and the 'Saviour of the German Race'."

"Nobody but Hitler could be caller the furher (leader)"

"Hitlers visage became as ubiquitous as the swastika."

Page 26

"The illusion of proximity of the people was further emphasised by the fabrication of a sympathetic Hitler. Images of the fuhrer patting dogs, pinching the cheeks of young boys, and accepting flowers from young maidens were widely propagated. "the whole nation loves him, feels safe with him at the relm" the images said...."Our Hitler" as some posters stated."

His effectiveness as orator was not achieved though words alone...but through his hypnotic rapport with the audience --- the image he projected, the look he assumed. For every speech his opening movements were choreographed. 

Hitler portraying his innocence and choreographing his every move to perfection.


Page 49


Wielding Graphics

"The Nazi's politicised art and nationalised aesthetics in an attempt to control all aspects of German life. In this endeavour, no detail was too minute, no facet of everyday existence too mundane to be controlled."

GREAT QUOTE on how the Nazi's controlled every aspect of the German masses lives. 

.....all output was rigorously scrutinized to ensure strict conformity with the Nazi visual identity. Type was deemed critical; it was examined as much for it's readability---and it's astethics--- as for it's German origins. 

Quote on how type was used and scrutinised. 

"There was prolonged disagreement within the Nazi part regarding which style would best distinguish the new Germany from the old. Gothic (or blackletter)became the preferred typeface, while more modern sans serif faces were rejected."

More on type and how there was disagreement with styles.

"Control was exercised and had an impact on every calligrapher, type designer, and graphic designer working in a Third Reich "creative" office, agency or studio."

Every designer had to obide by rules in Nazi Germany. 

Page 54

"To be German means to be clear!" Hitler said, which to him meant infused with political purpose. Anything that might be confusing, including typography, endangered the political program. So a significant shift in policy started in the precincts of graphic design, and although black letter was never entirely rejected, it was eventually marginalised. "

a switch from blackletter to sans serif was used for clarity.

Page 55

"The German nation in World War I, he added was not beaten on the battlefield, but lost the war of the words --- the absence of an effective slogan left people with broken spirits. So official catchphrases like Deutschland erwache (Germany awake) and Ein Volk, ein Reich, en Furher (one people, one empire, one leader), or even the word JA! (Yes!) when juxtaposed with Hitler's portrait were integral ro rhe mind-infitrating branding campaign."

HADAMOVSKY WROTE THIS . basically meaning that the first world war was lost because the Germany army didn't have enough slogans to get their troops going like a lot of the other countries involved did have. This meant that this was a vital necessity when it come to doing. 

Page 56

"Abbreviation takes the tangle out of tongue-twisting words and titles; they can make something more friendly than it is --- or more threatening than it might be. Kripo, the abbreviation for the Nazi Kiminalpolizei (Criminal Police) takes an inauspicious term and enshrouds it it in mystery. On the other hand, BDM sounds somewhat more impressive than the Nund Deutscher Madel (League of German Girls), a young girls organisation. All these sub-brand names of the Nazi uber-brand contribute to the illusion of a vast centrally controlled network that inspires either confidence or fear (and sometimes both). And of course the term Nazi itself derived form the first two syllables of Nationalsozialistishe Deutsche Arbeiterpartei (as pronounced in German: Na and zi), the National Socialist Party."

MORE ON ABBREVIATION HERE! Great explanation of how the word Nazi came about and how they used abbreviation in everything to make it sound more or less baddass depending on how they wanted people to view it . 


The poster as a weapon 

"In the nazi brand campaign, posters played a crucial role....The not an end in itself but serves the political message."

"Great propagandists are just as unique as great artists wrote Schokel. They are the shining examples for the many who faithfully strive to fulfil their duty as helpers of the great men, as the latter pursue the role that fate has allotted to them. "

Good Quote on Propagandists.

"The first Nazi visual campaign took place in 1926, when hitler was forbidden to make public speeches in Bavaria (and soon in most other German states) after his release from prison. The Nazi's seized the opportunity."

Background info on how the first visual poster campaign cam about after Hitler was banned form speaking. 

"Some posters were astoundingly modern, and one image stands out above all others; a 1932 election poster so minimalist that it could easily be confused with modernist design. The black and white poster features Hitler's face (just a head with no neck or shoulders) against a stark background. It's simple caption-headline, "Hitler", is set in unusal white sans serif capital letters. The only typographical tic is a seemingly superfluous square over the top of the 'I' (perhaps a visual pun on his famously cropped mustasche."

Page 58

Posters & Billboards

"Our placards have become wonderful. The propaganda is being carried out in the best possible manner. The whole country has to pay attention."  49

"The poster was more than a branding tool, it become a means of communication."

"Posters were initially hung on whatever pillars or walls could be commandeered; eventually, glass cases were mounted in all cities for mandatory indoor and outdoor postings."

Glass casings, much like those found in cities today for much more corporate advertisers, for let's say, people like mcdonalds. And now they're even bigger. Billboards on motorways etccet etc.


Culture War 

Spreading Anti-Semitism

Page 63

The Nazi's used a local paper, read by the masses called the 'People's Observer' to spread his anti-semitism and to bury it deep within the German Nation. 

"The journel's prominently typeset motto, Die Juden sind unser Ungluck! (The Jews are our misery!), flagrantly announced it's content full of fantastical stories about fabricated crimes by Jews, including ritual murder and savage rape...."

"...It's message was conveyed through hideous pornographic depictions and gross characatures of Jews. At it's height, Der Stumer printed over two million copies per week, and the paper was posted in public display cases in every German town and city." 

This can be vaguely linked to how McDonnell's tell you what they want you to know and not necessarily the truth or the facts. 

Anti-sematic children's books were also published and one in particular is notable called (The Poisonous Mushroom) ..

"(Trust no Fox on the green heath and no Jew upon its oath). Aimed at children, these books laid out preposterous lies designed to justify anti-sematic policy. 

"How to Tell a Jew: The Jewish nose is bent. It looks like a number 6."

Starting kids off to hates Jews at an early age, Mcdonalds also start kids off at an early age. 


Nazi's : Branding Bodies

Page 72

"Ultimately, Nazi's resorting to the most degrading branding technique imaginable; tattooing identification numbers onto inmates' bodies. These were brands in themost literal sense, which could never be erased."

By 1942, all Jews in camps were tattooed.. and in 1943 almost all of the camp poulationrecieved this kind of brand, with the esception of Germans, Ciminal Prisoners and Political Prisoners. 

"The operation was not very painful and lasted no more than a minute, but it was traumatic. It's symbolic meaning was clear to everyone; this is an indelible mark, you will never leave here.; this is the mark which slaves are branded and cattle sent to the slaughter and that is what you have become. You no longer have a name; this is your new name. The violence of the tattoo was gratuitous, and end in itself, pure offence."


The legacy of Nazi Design 


"The impact of the Nazi's distinct visual language combined with a unique public relations rhetoric comes close to exemplifying how contemporary branding strategies operate."

"The American designer Paul Rand once said that a corporate symbol --- a logo --- is no better or worse than the business it represents. The swastika is not intrinsically evil, but the Nazi's put it to evil purposes. And because the power of a political symbol depends on it's ability to synthesise an event, ideal or policy, the Nazi brand is a textbook case of how successful critical mass communication can become."

"The legacy of the Nazi branding campaign is it's diabolical durability. Even while being horrified by the regime, one must acknowledge the effectiveness of it's propagaada. The fact that the swastika elicits such strong emotional responses --- that it can still inspire fear and conjure a world of horror - is a sinister testament to the power of Nazi campaigns. "

COP3 - Secondary Research - The Power of Nazi Propaganda

State of Deception : The Power of Nazi Propaganda (Book)

This history of Nazi propaganda is based on never-before-published posters, rare photographs and historical artefacts from the United States Holocaust Memorial Museum's groundbreaking exhibition (January 2009 to January 2012). "State of Deception" documents how, in the 1920s and 1930s, the Nazi Party used posters, newspapers, rallies and new technologies of radio and film to sway millions with its vision for a new Germany - reinforced by fear-mongering images of state 'enemies'. In this age of instant communication, disseminators of messages and images of intolerance and hate have new tools, while consumers find it difficult to cope with the information bombarding them. The authors hope that a deeper understanding of the past may help people respond more effectively to today's propaganda campaigns and biased messages.



"Propaganda is a truly terrible weapon in the hands of an expert." 

- Adolf Hitler 'mein kampf ' my struggle

"During the subsequent decades, Nazi leaders showed the world bold, new ways to use this tool, with a variety of sophisticated techniques."

Ultimetely, Nazi Germany drove the world into war, pursuing a vision that cost the lives of some fifty-five million people, including six million Jewish men, women and children."

"Propaganda played a crucial role in the implementation of Nazi policies."

Background info on Nazis. very basic.

What is Propaganda?? 

"Today, the word propaganda sounds ominous, conjuring up images of falsehood and dishonesty, manipulation and brainwashing and dictatorship and servility. It stands on the antithesis of objectivity, rationality and truthfulness. "

Great sum up of the word propaganda and what people think it means today. 

George orwell once gave an expression of these views:

"All Propaganda is lies, even when one is telling the truth."      1

"One of the leading scholars of Nazi Propaganda, Aristotle A. Kallis, recently characterised propaganda as a form of mass communication and persuasion developed in modern societies:  "A systematic process of information management geared to prompting a particular goal and to guaranteeing a popular response as desired by the propagandist."    3

"The term propaganda refers to the dissemination of information, wether truthful, partially truthful, or blatantly false, that aims to shape public opinion and behanvior. Propaganda simplifies complicated issues or ideology for mass consumption, is always biased, and is geared to achieving a particular end."

in depth analysis of propaganda and what it does. 

"The propagandist transmits only information geared to strengthen his or her case and consciously omits contrary infomation. Propaganda generally uses symbols, whether in written, musical, cinematic, or other visual forms, ain aims to channel complex human emotions toward a desired goal."

The propagandist 

Nazi Propaganda 

"Today, Adolf Hitler and the Nazi Regime continue ro represent the evil power and perils of propaganda."

"Nazi propaganda was not only to inculcate hatred in masses of the population and incite true believers and "ordinary men" to carry out brutal atrocities and genocide, but also to foster a climate of indifference toward the sufferings of neighbours, former friends and other peoples."

COP3 - Secondary Research - Branding Terror

Branding Terror: The Logotypes and Iconography of Insurgent Groups and Terrorist Organizations

Terrorist groups are no different from other organizations in their use of branding to promote their ideas and to distinguish themselves from groups that share similar aims. The branding they employ may contain complex systems of meaning and emotion; it conveys the group's beliefs and capabilities. Branding Terror is the first comprehensive survey of the visual identity of the world's major terrorist organizations, from al-Qaeda and the Popular Front for the Liberation of Palestine to the Tamil Tigers. Each of the 60-plus entries contains a concise description of the group's ideology, leadership and modus operandi, and a brief timeline of events. The group's branding the symbolism, colours and typography of its logo and flag is then analysed in detail. Branding Terror does not seek to make any political statements; rather, it offers insight into an understudied area of counter-intelligence, and provides an original and provocative source of inspiration for graphic designers.

Page 08

"A successful logo is imbued with unequal parts of mythology and truth, as well as all the other positive virtues that a product or idea needs in order to thrive. Logos may lose their potency, but even the most impotent  have meaning for someone. They are charged badges of loyalty, a logo is the glue that binds disparate individuals into a unified mass. Regardless of the quality of design, an effective logo is both a bonding agent for those of similar learning and a key to the realm that excludes the non-believers and the otherwise unwelcome."

Good quote on what a logo is and what it used for. 

"Branding is a tool that has no conscious or morality. It can be used for good or bad, and sometimes fo oboth in tandem."

A great quote on how Branding has no morality attached to it. 

COP3 - Secondary Research - Supersize Me

Super Size Me (2004)

Super Size Me is a 2004 American documentary film directed by and starring Morgan Spurlock, an American independent filmmaker. Spurlock's film follows a 30-day period from February 1 to March 2, 2003 during which he ate onlyMcDonald's food. The film documents this lifestyle's drastic effect on Spurlock's physical and psychological well-being, and explores the fast food industry's corporate influence, including how it encourages poor nutrition for its own profit.

Spurlock ate at McDonald's restaurants three times per day, eating every item on the chain's menu at least once. Spurlock consumed an average of 20.92 megajoules or 5,000 kcal (the equivalent of 9.26 Big Macs) per day during the experiment. As a result, the then-32-year-old Spurlock gained 24½ lbs. (11.1 kg), a 13% body mass increase, a cholesterol level of 230, and experienced mood swings, sexual dysfunction, and fat accumulation in his liver. It took Spurlock fourteen months to lose the weight gained from his experiment using a vegan diet supervised by his future wife, a chef who specializes in gourmet vegan dishes.

The reason for Spurlock's investigation was the increasing spread of obesity throughout U.S. society, which the Surgeon General has declared "epidemic," and the corresponding lawsuit brought against McDonald's on behalf of two overweight girls, who, it was alleged, became obese as a result of eating McDonald's food [Pelman v. McDonald's Corp., 237 F. Supp. 2d 512]. Spurlock points out that although the lawsuit against McDonald's failed (and subsequently many state legislatures have legislated against product liability actions against producers and distributors of "fast food"), much of the same criticism leveled against the tobacco companies applies to fast food franchises whose product is both physiologically addictive and physically harmful.


"Look after the customer, and the business will take care of itself"

Ray Kroz - McDonald's Founder

Quite an ironic quote, and amusing that the founder of McDonald's acts like an angel on the surface but there is some many hidden things underneath. 

A Few Facts

  • 60% of American Adults are obese
  • 1 in 4 people in Mississippi are obese
  • 1 in 4 Americans visit a Fast Food Joint daily.
  • McDonald's have more than 30,00 joints in over 100 countries.
  • 46 million people are served daily at McDonalds. 
  • In America, 43% of Fast Food joints are McDonalds. 

17 mins

John F. Banzhaff III  -  Law Professor, George Washington University

"40% of the meals we eat are eating out. In terms of responsibilty it's fair ro point the finger at Mcdonalds. It cant be our neighbourhood restaraunts or eating at home becasue we've been doing that for years."


"Far more than all the others, McDonalds lives in young kids. They have the paygrounds. At 2, 3 or 4 their being lured in. Mcdonalds is very heavy on 'Birthday Parties' and they pioneered the 'Happy Meal' with the 'gotta-have-em' toys. And of course the clown - Ronald McDonald appeals to kids."

19 mins


David Satcher - MD, Former US Surgeon General 

"were super-sizing everything. You go to any fast food restaurant, they're trained to ask you to buy a bigger size. For 5 cents more you can get the super size. "

Lisa Young - Professor of Nutrition, New York University

"when fast food chains first opened, they generally introduced one size. There was one size of fries when McDonalds first opened which was 200 calories. That same size friends is now called SMALL. Theres now Medium, Large and Supersize, which is around 600 calories."

"Same with drinks and across the board of fast food chains. cars have now increased the size of the drinks holder to accommodate the '7/11 Big Gulp' drink which holds half a gallon of soda and 800 calories, which is 48 teaspoons of sugar."

A PRIME example of how the world has become 'Mcdonalized' is the drink cup car holder. and the fact that people are accepting this steady rise in portion size.


24 mins 

Morgan Spurlock - Documentary Maker 

"The toxic environment is constant access to cheap, flat laden food. It's gas stations that sell more candy and soda than gass. It's a world where people depend on their cars for transportation."

David Satcher - MD, Former US Surgeon General 

"Left alone, obesity will overtake smoking as the number one cause of death in America."

SMOKING & KIDS (Case Study)

John F. Banzhaff III  -  Law Professor, George Washington University

"There was this secret study by one of the tobacco companies that had the ominous title - something like "Brand imprinting for later actuation in life.". They would buy little toy cigarettes and start 'play smoking' them at 4, 5 and 6 (years old). They wouldn't even notice the packaging, but the theory was that it's buried in the brain. So, when they get to the age of smoking, without even realising it, they're going for that pack that they recognise because it has those nice feelings that they remember from being little kids. It's the same way here. They're satisfied, it's nice, they remember the warm feeling of playing, getting they're toy, being with mom and dad. It's gonna' carry through. "

Comparing a very interesting study about smoking and kids to the same advertising techniques that McDonalds use which makes the nice feelings of being a kid at Mcdonalds carry through into adult life. 

The Impact

29 mins

"If current trends continue 1 in 3 children born in 2000 will develop diabetes in their lifetime."

"The direct medical costs of diabetes have doubled in the last 5 years."


43 mins

Ron English - Artistic Genious

"America has been Mcdonalized. It's been franchised out. It's like the old Flinstones cartoon where you had the same buildings go by in the background as they drove around. McDonalds, Walmart, Wimpy. McDonalds, Walmart, Wimpy....

Advertisments & Kids 

44 mins 

"The average American child sees 10.00 food advertisements per year on TV. 95% of these are for sugared cereals, soft drinks, fast food or candy. It's not a fair fight with parents (who are trying to feed their kids the right things.)"

Margo Wooten, Centre of Science in Public Interest 

"By the time kids are able to speak, most of them can say McDonalds."

1st grade students experiment

In this experiment the kids don't know who famous figures are in history such as Jesus, George Bush etc, but they all know who Ronald McDonald is. They've seen him on "Television"

Talk more in depth about this and link it to your own experiment?

Big Spenders

"In 2001, on direct media advetising; Radio, Tv and Print, McDonald's spend 1.4 billion dollars worldwide. In it's peak year , the '5-a-day' healthy eating campaign spent a mere 2 million dollara which is over a 1000 times less."

Marion Nestle - Chair of Nutrition and Food Studies, New York University

"Think about how food is marketed. T-shirts, Coupons, Toys, Giveaways, Placemans. All of the ways in which food is marketed is ubiquidous. The most heavily advertised foods are consumed the most. It's no surprise."

Nutritional Information

Is nutritional information available in store??

- Only half the Mcdonalds is manhatton had nutrirional info on the wall

- Some had charts to take away 

- 1 in 4 had no infomation whatsoever

John F. Banzhaff III  -  Law Professor, George Washington University

"You can't argue that people should excersise personal responsibility and then not give them the information on which to base it."


1.12 mins

"If you look at a fast food restaurant they use all of the addicting components. They take a slab of meat, cover it in cheese, which is full of the k-zone morphines, the opiates found in the cheese protein. They serve it with sugary sod, which has the addictive powers of sugar and CAFFIENE. That combination - a 12 year old kids brain is no match for. "

out of 100 Nutritionists surveyed;

2 out of 100 said that you should eat fast food twice a week or more. 

45 out of 100 said you should never eat it. 

95 out of 100 said that fast food is a major contributor to the obesity epidemic. 

McDonalds' Influence on the Government 

How much influence on the Government Legislates does the food industry have?

1.22 mins 

Marion Nestle - Chair of Nutrition and Food Studies, New York University

"The food industry is an enormous business in the USA, therefore it employs very expensive and well paid lobbyists and those lobbyists are in Washington for three purposes. 

1. To make sure that no Government agency ever says eat less McDonalds. 

2. To make sure that the Government never passes legislation that is unfavourable. 

3. To encourage the Government to pass favourable legislation. 

"Were part of the Problem"

"Why should these companies want to change? They're loyallty is not to you, it's to the stockholders. The bottom line is, they're a business, no matter what they say. And by selling you unhealthy food, they make millions. And no company wants to stop doing that. If this ever growing problemis going to shift, it's up to you. But if you decide to keep living this way, go ahead. Over time you may find yourself getting as sick as I did, and you may wind up in hospital. or a graveyeard. I guess the big question is, who do you wanna see go first? You? or them?"


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