Narrative of your product history.
Creative ideas for choosing the positioning / and production of the content of the internal and external communication messages (texts, photos, videos, newsletter).
“Don’t sell the steak, sell the sizzle.” Elmer Wheeler
Support in different marketing sectors in order to identify the most effective strategy for achieving the objectives.
Copywriter and text editing.
“You don't get what you deserve, you get what you negotiate.” Anonymous
Seminars and courses ad hoc in the Field of Communication (institutional, corporate and interpersonal), Persuasion and Negotiation.
“You never get a second chance to give the first impression.” Oscar Wilde
The motivations that encourage communication with humor are analyzed, as well as its effects produced. How do we justify its use at company level? It outlines where, how and when it is most useful to choose it as well as for what products, means and targets are most suitable; the strategic objectives pursued and its advantages and disadvantages.
Finally the results of a research carried out in Switzerland on the use of humor in social campaigns against smoking are presented.
Modern persuasion techniques, both political and commercial, were already used by the propagandists of the Great War to motivate enlistment and financial support to build a «factory of consensus». They manipulated the public, guiding their thoughts and actions according to the wishes of those in power and were therefore the forerunners of spin doctors and marketing and advertising professionals. In the discourse of this strategy, we find storytelling, humour, satire and fear, but also the language of gestures, recognized as important for the completeness of messages.
Were the propagandists «hidden persuaders» who knew the features of the human mind? We don’t know for certain. However, their posters have a personal and consistent motivation that the book intends to demonstrate.
How to persuade citizens to enlist ? How to convince them to fight in a war that was, for many, distant in terms of kilometres and interest as well ? How to build the «factory of consensus» ? The book is a deepening examination of «I manifesti nella Grande Guerra» because it analyses with major intensity the nature of propaganda and its similarities with the techniques of advertising.
For many aspects the propagandists are the precursors of modern spin doctors and professionals in sales and advertising.
The book has been selected by the book evaluation team of “Web of Science” for inclusion in their selective citation index.
Us vs them: Talking about ourselves and about the enemy with the labelling technique. Propaganda’s first and foremost goal is to change people’s perceptions, beliefs and attitudes by a systematic usage of persuasive and manipulative techniques, which mainly act upon emotions. Its strategies instil a way of thinking into the enemy, into his actions and into war: all responsibilities are the other’s and even today we declare war in order to defend our civilization and democracy against the other’s threat. The stories of the enemy’s atrocities forge the identity of a nation and create insuperable separations with the enemy, who becomes the obstacle to our values. The quality of our judgments is thus profoundly biased by the reference points which we possess and look for.
In my introductory essay to Sedina’ book, I discuss the main aspects that intervene in the decision making process, applying them to the game of chess. Even in this area of interest the primacy of reason is questioned and scholars acknowledge the influence of emotions, of peculiar unconscious and intuitive factors, and of behavioral and contextual factors as well. Emotion and reason are two communicative systems that influence together human behavior. Even during a game of chess.
In my essay «War Public Affairs: Nature and Narrative» written for the Palgrave Encyclopedia (2020) I demonstrate that war public affairs have a lot in common with commercial advertising. Propagandists have always used these techniques to package their messages and their persuasive discourses to influence the people’s opinions and actions, in order to obtain public approval. Both strategies include the repetition and the simplicity of the messages, the use of colloquial language and of significant and easily understandable symbols, and the necessity of provoking emotional responses. All these tactics are used to sell the “war product” by a persuasive narrative with stereotyped formulas. This strategy can be identified in every war, and the propaganda associated with war public affairs can be interpreted as one of the crucial tools of modern warfare.
In Joe Biden's inauguration speech we find standard emotional and rational stratagems that form its persuasive strategy to obtain the public’s approval. The techniques used are the same identified in the modern principles of commercial advertising, of the persuasion theory and of the propaganda discourses. These techniques consist in revealing a problem in order to suggest the solution, the use of a colloquial language and of significant and easily understandable symbols, the participation or the quote of testimonials, the necessity of provoking emotional responses and the plain folks appeal. The attention to the choice of the most persuasive words to express the author’s ideas, to defend an ideal and to restore American identity is impressive.