How to Market War!

An interesting article on the psychological warfare used during the recent Israeli-Lebanese war;

“Since the end of the war Hezbollah leader Hassan Nasrallah has enlisted advertising agencies to help spread Hezbollah's message. Part of the Islamists' new strategy is a $100,000 advertising blitz called "Divine Victory," featuring more than 600 billboards around Beirut and Southern Lebanon touting Hezbollah's exploits during the 34-day war. Signs along the road to Beirut from the city's international airport read "America and its tools have been defeated" in English. A Beirut ad agency firm called Idea Creation designed the campaign. Some principles espoused by the agency:

1. Lower the message density: Get straight to the point. Use a simple message like "Divine Victory" and repeat it over and over.
2. Speak in the lingua franca. Hezbollah's billboards are in English and bear simple messages like "Made in the U.S.A." with scenes of bombed buildings.
3. Employ irony. One Hezbollah ad features the slogan "Extremely accurate targets!" juxtaposed against the rubble of Beirut's southern suburbs.
4. Sanitize the images. Depicting bloody bodies can be counterproductive. Show bodies wrapped in blankets, but avoid the most horrific scenes.

Some Israeli officials have said privately that the Hezbollah campaign is very effective and has helped to win some public opinion over to the side of the organization.

Via Mind Hacks

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