Editor's Note: This article first appeared on Invaluable and was curated by Closer Spot. Please subscribe to get actionable news and advice delivered to your inbox each week.
Before the rise of the social media influencer, however, advertising and propaganda posters were some of the most powerful persuasion tools available. Propaganda posters have been used for decades to inspire, educate, and galvanize the public. Whether you are selling a product, a war, or an idea, advertising can be a powerful tool to inform and persuade your audience. Propaganda posters from the 19th and 20th centuries addressed topics ranging from patriotism to healthcare to feminism.
In 1984, persuasion expert Dr. Robert Cialdini first developed “The 6 Principles of Persuasion,” which has become a recognized framework for understanding the science behind persuasion and manipulation. In his book, “Influence: The Psychology of Persuasion,” Dr. Cialdini discusses this framework and the science behind persuasion across a variety of media. These tactics include reciprocity, scarcity, authority, consistency, liking, and consensus.
In this piece, we’ll examine six vintage propaganda posters and identify the principles of persuasion used in each to convey its message – from the call-to-action to the imagery selected by the artist.