By John Pilger
The BBC’s American television soap Mad Men offers a rare glimpse of the power of corporate advertising. The promotion of smoking half a century ago by the “smart” people of Madison Avenue, who knew the truth, led to countless deaths. Advertising and its twin, public relations, became a way of deceiving dreamt up by those who had read Freud and applied mass psychology to anything from cigarettes to politics. Just as Marlboro Man was virility itself, so politicians could be branded, packaged and sold.
It is more than 100 days since Barack Obama was elected president of the United States. The “Obama brand” has been named “Advertising Age’s marketer of the year for 2008”, easily beating Apple computers. David Fenton of MoveOn.org describes Obama’s election campaign as “an institutionalised mass-level automated technological community organising that has never existed before and is a very, very powerful force”. Deploying the internet and a slogan plagiarised from the Latino union organiser César Chávez – “Sí, se puede!” or “Yes, we can” – the mass-level automated technological community marketed its brand to victory in a country desperate to be rid of George W Bush.
No one knew what the new brand actually stood for. So accomplished was the advertising (a record $75m was spent on television commercials alone) that many Americans actually believed Obama shared their opposition to Bush’s wars. In fact, he had repeatedly backed Bush’s warmongering and its congressional funding. Many Americans also believed he was the heir to Martin Luther King’s legacy of anti-colonialism. Yet if Obama had a theme at all, apart from the vacuous “Change you can believe in”, it was the renewal of America as a dominant, avaricious bully. “We will be the most powerful,” he often declared.