RATE THIS EXAMPLE FROM "BENEFICIAL" TO "HARMFUL"
BENEFICIAL HARMFUL
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Your body, your thing
Background Information
This campaign was created by Cockta in 2022 and promoted through social media and online media platforms. The campaign “Tvoje tijelo, tvoja stvar” focused on body shaming, negative comments, and personal freedom. It encouraged people to stop judging others based on their appearance, tattoos, lifestyle, or personal choices. “Your Cockta. Your thing” has been a recognizable slogan for several years, and its extension, “Your body, your thing,” enabled Cockta to start a discussion about how society can decide what is right for your body.
Technique Used
Activate Emotion
This is propaganda because
This campaign uses strong emotions such as sadness, empathy, and insecurity to influence the audience. It shows hurtful comments people receive about their appearance and personal choices, making viewers emotionally connect with the message. The comments used in the campaign are real comments that the ambassadors received on their social media platforms, and they are presented from two different perspectives. This allows viewers to recognize themselves and their own experiences in those comments, creating a stronger emotional connection and sense of understanding. The campaign promotes acceptance, freedom, and respect for personal decisions, encouraging people to change their attitudes and behavior toward others.
Source
YouTube
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