‘LICENSE’ – ‘Creating Fear As A Brand’ is the best trademark for all your questions.’LICENSE’ – ‘Creating fear as a brand’, is a reference to contemporary (Western) society in which we are constantly confronted with fears. Every product, every brand, has become the symbol of the success of Western society. To maintain this success, a large part outside the safe boundaries of the West lives in uncertainty. The products we consume are often made in questionable circumstances. Yet, they are always presented with a ‘happy advertisement’.

Fear is the biggest and best selling product of this time. Just because LICENSE is questioning indoctrination and brainwashing, we can immediately refer to propaganda. Propaganda is the concept used by totalitarian systems to proclaim an ideology. The mechanisms used in propaganda are similar to the techniques in advertising. Both want to manipulate our thinking, your believe.

Fear has been one of the most effective tools for controlling people and entire societies. Fear of the facts. In becoming fact, it causes real actions, or lack of them, that push people into activity, or paralyze them physically and mentally.

We must inspire fear in order to proceed to violence. The higher the fear, the more furious the attacks on the enemy. Anger is created when a person demands recognition and is denied. Every human being is looking to be recognized. In this struggle, every man can transform into a monster. The monster will risk its life for a flag, a symbol or a grail. This aim for recognition comes when power is corrupted to become an ideology, which basically means a false consciousness. The “normal” consciousness is decoded by propaganda and other forms of manipulation. We are provoked to hate the enemy. An enemy we usually do not know. Manipulation, created by the perverted power, can be driven so far as to lead to dehumanisation. Insecurity creates fear, and if that fear is enhanced by negative press about the “barbarian enemy”, we end up in interminable and extreme violence. The internet is the ideal means of propaganda of insecurity. Propaganda is used to dehumanize the enemy and to strike fear into the own ranks. The horrors of the enemy as a monster are visualized. All human characteristics, like culture, morals and intellect, are taken away from the enemy. We no longer see a human being and feel no longer an empathic discomfort towards the rival. All that remains is indifference. Aggression makes little impression. The rival becomes an object if you don’t feel resistance towards the suffering of this other person. In the West as well we are confronted with fear, in different areas: fear of crime, fear of immigrants, fear of environmental disasters, fear of intimidation, fear of the State and its taxes, fear of sexual degradation and so forth. The creation of insecurity, pointing out a potential threat or enmity will bring about this fear. Our freedom is limited and so we revert to security. Through this manipulation, security is preferred to freedom.

LICENSE advertisement campaign:

Establishing the brand, raising brand awareness, expand the rate of conversions/sales.
Setting the budget: the next step is to set the budget keeping in mind all the factors like media, presentations, paper works, etc which have a role in the process of advertising and the places where there is a need of funds.
Deciding a proper theme: the theme for the campaign has to be decided as in the colors to be used, the graphics should be similar or almost similar in all ads, the music and the voices to be used, the designing of the ads, the way the message will be delivered, the language to be used, jingles, etc.
Selection of media: the media or number of Medias selected should be the one which will reach the target customers.
Media scheduling: the scheduling has to be done accurately so that the ad will be visible or be read or be audible to the targeted customers at the right time.
Executing the campaign: finally the campaign has to be executed and then the feedback has to be noted.

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