Chapter 43 One-sided propaganda and double-sided propaganda persuasion method

At the end of World War II, when Italy and Germany surrendered in succession, Japan was still struggling in the Pacific region.At this time, it is reasonable to say that the situation for the Allied forces is very optimistic. It seems that Japan's surrender is just around the corner, and the outcome of the war is already obvious.But in fact, the generals of the U.S. military know that there are many variables in war, and there has always been a principle in the art of war that "proud soldiers must be defeated, and sad soldiers must win". If the soldiers of the Allied Army now feel that victory must belong to them, then It is easy to relax the fighting spirit, which is definitely not conducive to the final victory.

At this time, the generals of the U.S. military wanted to convince the soldiers that Japan might not surrender as quickly as Germany, and the war between the U.S. military and the Japanese army would continue for a long and arduous process.But they have doubts about what kind of propaganda methods to adopt, they just don't know whether to use one-sided or double-sided propaganda. What is one-sided propaganda and what is double-sided propaganda?When someone propagandizes something to us, they only say what is good for him, which is one-sided propaganda.If you not only talk about the positive side, but also talk about the negative side, it is double-sided propaganda.

Generals of the U.S. Army consulted social psychologists on this issue, and the psychologists conducted an experiment.They conducted one-sided propaganda on some soldiers.The supply line from the mainland of the United States to the Allied forces base in the Pacific is very long, and supply is difficult. Japan controls a lot of local resources, and the number of Japanese troops is large and their morale is high. Finally, it is pointed out that the war will continue for at least two years.This is one-sided propaganda, which reflects what the US generals really want to achieve - to convince the soldiers that Japan may not surrender as quickly as Germany. fighting spirit.The psychologists carried out double-sided propaganda on another part of the soldiers. In addition to introducing the factors they wanted to explain, they also emphasized the opposite aspect, that is, the Allied forces had an advantage in the war.Finally, tell the soldiers that it is estimated that it will take two years before the victory of the war.

Both approaches have pros and cons.One-sided propaganda can avoid the interference of contrary information, but if it is not handled properly, when he realizes that there is still information, he will think that we deliberately did not tell him, and it is easy to doubt us, which will reduce the credibility of the information and even cause resentment.For double-sided propaganda, we can analyze and compare with him, so that he can develop "immunity" and consciously change his attitude, but if we don't handle it well, it is easy for him not only to not accept our position, but to accept the opposite position.

So, is it better to promote one-sidedly or double-sidedly? By collating the data obtained from the results of this propaganda, psychologists have discovered that when trying to persuade others, we should conduct targeted propaganda according to their characteristics. When the other party appreciates our point of view or is in a neutral attitude, it is better to use one-sided propaganda; while when the other party is skeptical or negative from the beginning, it is more appropriate to use two-sided propaganda. When the other party has a high level of education and intelligence, it is more appropriate to use double-sided propaganda; for those with low intelligence and low education, it is better to use one-sided propaganda.

For example, soldiers who don't know much about the war situation and have little knowledge, and those who are neutral or more in favor of our views, only carry out one-sided propaganda, which means that the current situation is severe and the resistance they face will be severe. Very powerful, and easier to keep soldiers motivated.On the contrary, for soldiers who already have a better understanding of the current situation, conducting double-sided propaganda will allow them to know more and judge the situation more clearly, and it is easier to accept this point of view.These two ways of publicity can often be seen in our daily life.

Some propaganda only introduces favorable viewpoints that are beneficial to oneself, and never talks about viewpoints of different positions and aspects that are unfavorable to oneself, or blindly attacks. Many commercial advertisements are almost one-sided and one-sided propaganda, selling themselves and boasting, only saying that their products are good, but not mentioning the shortcomings of the products.Some introduced two opposing positions, not only talking about the advantages and advantages of their own products, but also talking about its shortcomings and disadvantages. Mr. Holmer is an American real estate giant.Once he took on a real estate sale that bothered him.

Although this piece of land is close to the railway station, the transportation is convenient; but there is also a disadvantage, it is next to a wood processing factory, and the noise of electric sawmills is constantly coming, which is unbearable.He used one-sided publicity in several business negotiations, only talking about the advantages, not the disadvantages, but all failed. Afterwards, Mr. Holmer found another customer who wanted to buy land after a serious and careful inspection in all directions. This time, he changed his previous practice and explained directly to the customer: "This land is in a convenient location, and the price is much cheaper than the nearby land. Of course, the reason why this land is not sold at a high price is because It's next to a wood processing factory and it's noisy."

Seeing that the customer didn't say a word, Mr. Holmer continued: "If you can tolerate noise, then its convenient transportation and price standards are all in line with your requirements, and it is indeed your ideal place to buy." Not long after, the customer visited the site under Holmer's leadership and was very satisfied with the results. He said to Mr. Holmer: "The noise problem you specifically mentioned last time, I thought it was very serious. I went to investigate the other day and found that the noise was not a problem for me. The place where I used to live There are heavy trucks coming and going all day long, but the noise here is only a few hours a day. Generally speaking, I am satisfied. You are quite honest, and someone else might hide this fact, just to put it nicely. You are so Telling the truth, on the contrary, made me feel at ease." The business was easily negotiated.

Because the double-sided propaganda gives people a sense of sincerity and credibility, making the other party more convinced of the advantages you have shown, but feel that the shortcomings you said are insignificant.However, this conclusion will vary from person to person. When the other party has a low education level or knows little about the product, the effect of one-sided publicity will be better; and when the other party has a higher education level or knows more about the product, double-sided promotion will be more effective. Propaganda works better. One-sided propaganda and double-sided propaganda have their own advantages and disadvantages. When persuading others, they should be treated differently and used flexibly according to the occupation, knowledge level, age, etc. of the other party.