Cultural imprinting is the mechanism whereby an ad, rather than trying to change our minds individually, instead changes the landscape of cultural meanings — which in turn changes how we are perceived by others when we use a product. Whether you drink Corona or Heineken or Budweiser "says" something about you. But you aren't in control of that message; it just sits there, out in the world, having been imprinted on the broader culture by an ad campaign.
This is an important read as we start producing our agitprop. There's a lot to think about as we try producing messages that will actually break through to the masses.
it's just a rational-agent repackaging of emotional association, as you say. Even worse, it is a fundamentally spectaclist perspective.
"The spectacle is not a collection of images; it is a social relation between people that is mediated by images."
For certain types of agitprop (e.g. motivating people for an action) i think advertising psychology can be effective, but we shouldn't fall into the trap of theorizing all our agitprop with this lens.
Is there a different lens you suggest? Or a different, more grounded, theory as to what makes ads "work?" I'm sharing this partly because I want to produce agitprop that's more effective.
the grounded theory is to avoid restricting yourself to a theory of advertising. The theories of advertising are all just tools, of which we should use the most effective one for a given task. But must also be wary of cynically selling communism as an identity or a brand. communism must be revolutionary, and that will ultimately differentiate it from a commodity to be advertised.
Good agitprop is no-holds-barred. it can inhabit the entire cultural field. limiting yourself to cheap psychological tricks and refusing to use them are both mistakes.
Revolutionary agitprop or revolutionary thought or lines of flight are rare, but it should be seeked, recognized, leveraged. Recall the situationists' revival of the utopian tradition not as an example to follow, but an example of the required jouissance.