Age of Propaganda: The Everyday Use and Abuse of Persuasion

Amazon.com

Drawing on the history of propaganda and modern research in social psychology, this book reveals mass persuasion in action -- not just the tactics, but why they work so well, and how we can protect ourselves from manipulation.

Book Description

We live in an age of propaganda. Americans consume 57% of the world's advertising while representing only 6% of the population, and half of our waking hours are spent with the mass media. Persuasion has always been integral to the democratic process - it's how we make decisions, elect governments, do business, and resolve disputes, but increasingly, thoughtful discussion is being replaced with simplistic sound bites, manipulative messages, and deceptive propaganda tactics.

An eye-opening analysis of the use and abuse of persuasion in daily life, Age of Propaganda reveals how persuasion influences our behavior, which propaganda strategies are most commonly used today, and why some techniques work better than others. Drawing on the history of propaganda and modern research in social psychology, the authors show how the tactics used by political campaigners, sales agents, advertisers, televangelists, demagogues, and others, often take advantage of our emotions by appealing to our deepest fears and most irrational hopes, creating a distorted vision of the world we live in.

Thoroughly revised and updated, this new edition of Age of Propaganda includes coverage of the Clinton/Lewinsky scandal, recent election campaigns, the rise of talk radio, teen suicide, U.F.O abductions, the Columbine shootings, and novel propaganda tactics based on hypocrisy and false allegations. Also included is a completely new chapter on how to protect yourself from unwanted propaganda.

An invaluable guide to today's message-laden world, Age of Propaganda provides us with the knowledge we need to understand how manipulative messages work, how to deal with them sensibly, and how to use persuasion wisely and effectively.

Customer Reviews:

It's very informative .......2007-08-24

here are my notes

The successful persuasion tactic is one that directs and channels thoughts so that the target thinks in a manner agreeable to the communicator's point of view; the successful tactic disrupts any negative thoughts and promotes positive thoughts bout the proposed course of action.

Two routes to persuasion - peripheral and central
Peripheral - a message recipient devotes little attention and effort to processing a communication. Persuasion is determined by simple cues, such as the attractiveness of the communicator, whether or not the people around you agree with the position presented, the pleasure or pain associated with agreeing with the position, or whether a reason is given for complying with the request.
Central - a message recipient engages in a careful and thoughtful consideration of the true merits of the information presented. The person may actively argue against the message, may want to know the answer to additional questions, or may seek out new information. The persuasiveness of the message is determined by how well it can stand up to this scrutiny.
What determines which route to persuasion will be adopted? - the recipient's motivation to think about the message - the personal relevance of the issue. * we are cognitive misers, forever trying to conserve our cognitive energy, we adopt the strategies of the peripheral route for simplifying complex problems.

Rationalization trap = first intentionally arouse feelings of dissonance by threatening self esteem, for example, making the person feel guilty about something, by arousing feelings of shame or inadequacy, or by making the person look like a hypocrite or someone who does not honor his or her word. Next, offer a solution, one way of reducing this dissonance, by complying with whatever request the propagandist has in mind. The way to reduce that guilt, eliminate that shame, honor that commitment, and restore your feeling of adequacy is to give to that charity, buy that car, hate that enemy, or vote for that leader.

Almost every war in modern times has been accompanied by characterizations of the enemy as less than human. Dehumanization succeeds in resolving any dissonance that may be aroused by our cruelty toward our enemies. However, watch out; the more we justify our cruelty, the easier it becomes. The rationalization trap becomes an escalating spiral: "I committed an act of cruelty; I justified this act by believing that the victim deserved it. If the victim deserved that cruelty, well maybe they deserve more and maybe I am just the one to give it to them.

Four stratagems of influence
The first is to take control of the situation and establish a favorable climate for your message, a process we call pre-persuasion. Pre-persuasion refers to how the issue is structured and how the decision is framed. If fully successful, pre-persuasion establishes "what everyone knows" and "what everyone takes for granted" By cleverly establishing how an issue is defined and discussed, however, a communicator can influence cognitive responses and obtain consent without even appearing to be attempting to persuade us. Next, the communicator needs to establish a favorable image in the eyes of the audience. We call this stratagem source credibility. In other words, the communicator needs to appear likable or authoritative or trustworthy or possessed of any other attribute that would facilitate persuasion. The third stratagem is to construct and deliver a message that focuses the targets' attention and thoughts on exactly what the communicator wants them to think about - for example, by distracting the targets' attention on a vivid and powerful image, or even by inducing the target to persuade themselves. Finally, effective influence controls emotions of the target and follows a simple rule: Arouse an emotion that just happens to be the desired course of action. In such situations, the target becomes preoccupied with dealing with the emotion, complying with the request in hopes of escaping a negative emotion or maintaining a positive one.

The purpose of Newspeak was not only to provide a medium of expression for the world view and mental habits proper to the reader, but to make all other modes of thought impossible. It was intended that when Newspeak have been adopted once and for all and Oldspeak forgotten, a heretical thought - should be literally unthinkable, at least so far as thought is dependent on words.
Language, words, labels, categories organize our realities and serve to divide up the world into neat little packages and to imply the range of appropriate courses of action to take. Words have the power to pre-persuade. It defines our reality, our thoughts, our feelings, our imagination and thus influence our behavior.

Agenda setting is of great importance in maintaining power - by determining what issues will be discussed and when, what criteria will be used to resolve disputes, who will sit on what committees, and, which information will be widely disseminated and which will be selectively ignored.

Defining the issue as "losing something" was more persuasive than stating it in terms of a gain
Never ask a question for which you don't know the answer. Never ask a question that doesn't get the answer you want.

Card stacking - the order in which questions are asked and the order in which information is received can distort and bias the decision making process.
Question asking can be a powerful persuasion device because questions structure our decision making process. They do this by directing our thoughts about the issues at hand and by implicitly specifying the range of possible answers.

Context makes a difference, judgment is relative, not absolute. Depending on the context, objects and alternatives can be made to look better or worse. Often we do not pay much attention to the influence of context, must less question the validity of the alternatives presented.

One of the important tasks of media research is to keep tabs on the "reputation and credibility" of public figures. Advertisers want to know which figures are most believable, who is most liked by the public. The answers to such questions determine the figures value as a spokesperson for the advertiser's product. Credibility has become a commodity not only to be feigned but also to be bought and sold on the open market.

Advertisers know that we believe what we believe and buy what we buy in the service of self image. They imbue their products with a "personality". To claim the desired persona, all we need to do is to purchase and display the right products.

Communicators can make themselves seem trustworthy by apparently acting against their own self interest. If we are led to believe that communicators have nothing to gain and perhaps even something to lose by convincing us, we will trust them and they will be more effective.

When the message conflicted with their expectations, listeners perceived the communicator as being more sincere and they were more persuaded by his statement

Not only do we tend to take more notice to unexpected events, but we also attribute more credibility to speakers who appear to resist the pressures of their colleagues and who take stands in opposition to their backgrounds.

Another way of increasing the perception of credibility: The apparent trustworthiness of a person can be increased and the apparent bias of the message deceased if the audience is absolutely certain the person is not trying to influence them.

Specific advice for making yourself likable: say what the audience thinks (which you can find out through polling), make others feel comfortable, and control the atmosphere (the situation) for your best advantage.

For increasing credibility - set easy initial goals and then declare victory (this will create the perception that you are a strong leader); use setting to support image; choose the negatives that will be written about you; and understand how people see things, then appeal to what they prefer.
Float an idea without attribution (that is, circulate a rumor). If everyone likes the idea, then claim it as your own. If it gets shot down, then deny your campaign ever said it. In this manner, you can always be sure to say exactly what everyone wants to hear. Another piece of advice: make sure you appear consistent in the media. And the best way to do this? Just say a few things over and over again (that way, you don't contradict yourself)

Credibility is manufactured, not earned. Credibility is created by carefully managing the situation so that the communicator, looks just the way he or she is supposed to look - likeable, credible, strong, expert, or whatever image is needed at the time.

Models are effective for two primary reasons. First they teach new behavior. Second we behave like our model because we believe the rewards received by a model for a given behavior will also come to us. It serves as a cue to indicate that a certain behavior is legitimate and appropriate. It can shape and twist our understanding of what is right and wrong. A model is most effective when he or she is high in prestige, power, and status, is rewarded for performing the behavior to be learned, provides useful information on how to perform the behavior, and is personally attractive and competent in facing life's problems - the model is a credible and attractive source.

Confidence of the speaker - the more self assured and confident a communicator appears, the more likely that we well accept what is said - low rates of speech error, an authoritative tone of voice, and a steady body posture, are positively related to persuasion.

Load a speech with the "correct" symbols and buzzwords as a means of informing the recipient that the message is acceptable and worthwhile.

Heuristic - a simple cue or rule for solving a problem
Five conditions that are most likely to lead to heuristic rather than rational decision making
1 When we do not have time to think carefully about an issue
2 When we are overloaded with information that it becomes impossible to process fully
3 When we believe that the issues at stake are not very important
4 When we have little other knowledge or information on which to base a decision
5 When a given heuristic comes quickly to mind as we are confronted with a problem

Self generated persuasion - getting someone to role play an opponent's position, or by asking a person to imagine adopting a course of action - is one of the most effective persuasion tactics ever identified. It gains its power from providing subtle social cues and directions that ask the target of influence, in effect, to think up as many positive cognitive responses about the issue as you can and, if you do happen to come up with some counter arguments, to be ready to refute them. The resulting message will come from a source that you almost always consider credible, trustworthy, respected, and liked - yourself. The act of generating arguments is an act of commitment to the cause. After all, they're your ideas, aren't they?

Vivid messages affect our cognitive responses in at least four possible ways
Attracts attention - it helps the communication stand out in the message dense environment
It can make information more concrete and personal
Its appeal directs and focuses thought on the issues and arguments that the communicator feels are most important
It can make the material more memorable. This is especially important if we do not reach an immediate conclusion but base our later judgments on information that comes readily to mind.

Frequent repetition of an advertisement helps to meet multiple marketing objectives in a cost efficient manner. Repeatedly exposing consumers to an ad is a good way to introduce a new product or to remind customers of the value of an older brand. Often, repeat exposure is an unintended consequence of attempting to present an ad to multiple target audiences (the members of which may overlap). With the high cost of creating and producing new advertising ideas and slogans, its makes sense to stick with proven winners.

The rank and file are usually much more primitive than we imagine. Propaganda must therefore always be essentially simple and repetitious. In the long run only he will achieve basic results in influencing public opinion who is able to reduce problems to the simplest terms and who has the courage to keep forever repeating them in this simplified form despite the objections of intellectuals.

Advertisers know that repeated exposure can leas to what is known as "wear out" - when an ad loses its effectiveness because consumers find repeated exposures to be tedious and annoying. Wear-out effects are most likely to occur with ads that attract much attention, such as humorous ads and informational messages. Advertisers attempt to eliminate wear-out by using a technique known as "repetition with variation". In this technique, the same information or theme is repeated many times, but the presentation format is varied.

If you don't have anything to say, sing it. In other words, a mild distraction can disrupt counter arguing and increase the effectiveness of a persuasive message. A lively song can make us happy and thus help use think happy thoughts about a product. At other times the song may get stuck in our head, reminding us of the brand name. At still other times a catchy song or a big production number can attract our attention to the ad so that we don't change the channel or go to the bathroom and we at least hear the advertisers message.
The trick for the advertiser is to provide just enough of a distraction to disrupt counter arguing but not so much that it eliminates the reception of the message.
Distraction increases the effectiveness of weak arguments (because it disrupted counter arguing) but decreases the impact of strong arguments (because it disrupted the ability to pay close attention to the cogent argument being made).

People are less able to develop counter arguments to a time compressed message and that time compressing a message consisting of strong arguments reduced persuasion whereas it increases the persuasive impact of a message containing weak arguments.

Most of us have a strong desire to be correct - to have "the right" opinions and to perform reasonable actions. When someone disagrees with us, it makes us feel uncomfortable because it suggests our opinions or actions may be wrong or based on misinformation. The greater the disagreement, the greater the discomfort.
But this does not necessarily mean the members of an audience will change their opinion.
There are at least four ways in which the members of an audience can reduce their discomfort:
1 Change their opinion
2 Induce the communicator to change his or her opinion
3 Seek support for their original opinion by finding other people who share their views, in spite of what the communicator says
4 Derogate the communicator - convince themselves the communicator is stupid or immoral - and thereby invalidate that person's position.

One sided or two sided argument
If a communicator mentions the opposition's arguments, it might indicate that he or she is an objective, fair minded person; this could enhance the speaker's trustworthiness and thus increase his or her effectiveness. On the other hand, if a communicator so much as mentions the arguments on the other side of the issue, it might suggest to the audience that the issue is a controversial one; this could confuse members of the audience, make them vacillate, induce them to search for counter arguments, and ultimately reduce the persuasiveness of the communication.
It depends to some extend on how well informed the audience is and on the audience's initial opinions on the issue. The more informed the members of the audience are, the less likely they are to be persuaded by an argument that brings out the important opposing arguments and then attempts to refute them. This makes sense: a well informed person is more likely to know some of the counter arguments; when the communicator avoids mentioning these, the knowledgeable members of the audience are likely to conclude that the communicator is either unfair or unable to refute such arguments. On the other hand, an uninformed person is less apt to know of the existence of opposing arguments. If the counter argument is ignored, the less informed members of the audience are persuaded; if the counter argument is presented, they might get confused.
Another factor is the partisanship of the audience. If a member of the audience is already predisposed to believe the communicator's argument, a one sided presentation has a greater impact on his or her opinion than a two sided presentation. If, however, a member of the audience is leaning in the opposite direction, then a two sided refutation argument is more persuasive.
The more frightened a person is by a communication, the more likely he or she is to take positive preventive action. Fear can be a powerful motivating psychological force, channeling all our thoughts and energies toward removing the threat so that we don't think about much else.

People who had a reasonably good opinion of themselves were the ones most likely to be moved by high degrees of fear arousal. People with low opinions of themselves were the least likely to take immediate action when confronted with a communication arousing a great deal of fear - but after a delay, they behaved very much like the subjects with high self esteem. People who have a low opinion of themselves may have difficulty coping with threats to themselves. A high fear communication overwhelms them and makes them feel like crawling into bed and pulling the covers up over their heads. Low or moderate fear is something they can more easily deal with at the moment they experience it. But, given time - that is, if it is not essential they act immediately - they will be more likely to act if the message truly scared the hell out of them.

If the recipients of fear appeal perceive that there is no way to cope effectively with the threat, they are not likely to respond to the appeal but will just bury their heads in the stand.

In sum, a fear appeal is more effective when
It scares the hell out of people
It offers a specific recommendation for overcoming the fear arousing threat
The recommended action is perceived as effective for reducing the threat
The message recipient believes that he or she can perform the recommended action
The recipient's attention is first focused on the painful fear. In such a frightened state it is difficult to think about anything other than getting rid of the fear. Next, the propagandist offers a way to get rid of that fear - a simple, doable response that just happens to be what the propagandist wanted you to do all along.

Creating granfalloons - proud and meaningless association of human beings.
People acted as if those who shared their meaningless label were their good friends and close kin. They indicated that they liked those who shared their label. They allocated more money and reward to those group members who shared their label and did so in a competitive manner.
What makes a granfalloon tick - two psychological processes, one cognitive and one motivational. The knowledge that "I'm in this group" is used to divide up and make sense of the world. Differences between groups are exaggerated, whereas similarities among members of the granfalloon are emphasized in the secure knowledge that "this is what our type does." One serious consequence is that out group members are dehumanized; they are represented in our mind by a simple, often derogatory label, as opposed to unique individuals. It is a lot easier to abuse an abstraction. Second, social groups are a source of self esteem and pride. To obtain the self esteem the group has to offer, members come to defend the group and adopt its symbols, rituals, and beliefs.
Herein lies the secret to the persuasiveness of the granfalloon. If the professional persuader can get us to accept his or her granfalloon, then we have a ready made way to make sense of our lives - the propagandist's way - and as our self esteem becomes increasingly linked to these groups, we have a strong motivation to defend the group and to go to great lengths proudly to adopt its customs. What the propagandist is really saying is: "You are on my side (never mind that I created the teams); now act like it and do what we say."
Sometimes granfalloons come ready made. Each group is associated with a certain self image and lifestyle. Products are given a "personality" that fits the image of the target market; this advertising then goes on to create further the image of each granfalloon by specifying what needs to be done to maintain a certain image.
Shared emotion and feeling can also create a granfalloon. A sense of oneness with others can be produced by sharing a fun time, a sad situation, or a harrowing experience.

Co option tactic - subtly to change a person's granfalloon - corporation gives active critic a new position, often highly visible but without real power within the organization. Gradually, the critic becomes increasingly isolated from old "activist" friends and increasingly dependent on the corporation for material resources and a sense of identity. The opposition is defused as ties with the old granfalloon are dissolved.

Guilt - the feeling that we are responsible for something wrong whether real or imaginary - leads to compliance
Why it works
Sympathy, or feeling sorry for the victim
Restitution, or feeling the need to compensate for the wrongdoing
Generalized guilt, or the desire to repair a self image tarnished by a transgression
When we feel guilty we typically pay little attention to the cogency of an argument, to the merits of a suggested course of action. Instead, our thoughts and actions are directed to removing the feeling of guilt - to somehow making thing right or doing the right thing. We fall into the rationalization trap.

Commitment can be self perpetuating, resulting in an escalating commitment to an often failing course of action. Once a small commitment is made, it sets the stage for ever increasing commitments. The original behavior needs to be justified, so attitudes are changed; this change in attitudes influences future decisions and behavior. The result is a seemingly irrational commitment to a poor business plan, a purchase that makes no sense, a war that has no realistic objectives, or an arms race gone out of control.

When made to feel like a hypocrite, these people found the one sure way to restore their feelings of integrity: to begin to practice what they were preaching. If we are not made starkly aware of our hypocrisy, we all share the tendency to push the hypocritical behavior out of sight and do nothing about it.

When we discover that a commodity is scarce or may be unavailable, one of first inferences is that is must also be desirable. Why else would it be so rare? We tend to use a simple rule, or heuristic: If it is rare, if it is unavailable, then it must be valuable.
Scarcity and unavailability can do more than just make an object appear more desirable. When a phantom alternative is present, it can also result in a change in the perception, evaluation, and ultimate choice of the available options.
The presence of an attractive phantom made the other options look less attractive - a contrast effect similar in nature to, but opposite in direction from, that found with decoys. Second a phantom changed the relative importance given to the criteria for making a decision. Specifically, the attribute on which the phantom was superior was rated as most important for making the decision.
Owning an object that is scarce for or unavailable to everyone else is a means of defining one's self: "I am unique and special because I won something that no one else (or at least not many) has been able to obtain." Just hearing about a phantom may induce worry and concern: "If they bring out a better product, I'll be stuck with this thing. Maybe I should wait."
Phantom trap - fixation - focus attention on the scarce or unavailable item By concentrating on the scarce or unavailable, we may forget or overlook the possible. The presence of an attractive but currently unavailable object can focus our attention and resources on obtaining the desired prize. Settling for less than the phantom becomes a conflict that can only be resolved by "strength of willpower," a test that many of us often fail.
In many cases, phantom fixation can be a waste of time and energy, especially when the phantom is really a "red herring" of sorts - a truly unavailable option.
Consumer catch 22 carousel - obtaining a scarce and rare product adds to one's self image as a unique and special person. Manufacturers know this and design and market their products accordingly. If the marketer does a good job of creating a perception of the product as unique, then you desire and acquire it. But the catch is, so does everyone else; suddenly you are no longer an original. Instead of acquiring a product that makes you unique, you have obtained one that makes you just like everyone else. This further heightens the need for uniqueness, and off we go in an endless pursuit of the next faddish phantom. Once we begin using material goods to define ourselves, we are doomed to be on an endless treadmill of dissatisfaction.

Selectivity of news - without some form of censorship, propaganda is impossible. In order to conduct propaganda there must be some barrier between the public and the event. Access to the real environment must be limited, before anyone can create a pseudo environment that he thinks wise or desirable. For while people who have direct access can misconceive what they see, no one else can decide how they shall misconceive it, unless he can decide where they shall look, and at what.

Everyday news - selection of news
News reporters typically work beats - they are assigned a group of institutions to cover. This immediately injects one source of bias into news coverage - something that happens off or between beats has a lower chance of being covered unless it is a major disaster or other spectacular event. Off beat stories rarely are covered and aren't considered news.
Most reporters are on a deadline; they must prepare a given number of stories by a certain time regardless of what is happening. In order to meet their deadlines, reporters place a premium on sources that can be easily contacted and trusted. This also creates bias in at least two ways. First, the reporter develops a routine for covering a story - ignoring potentially relevant avenues of investigation. Second, the reporter's routine results in the same type of people appearing on the news repeatedly.
Increasingly, reporters work for a corporation. This concentration of ownership results pressure on the reporter; certain stories are encouraged or not encouraged depending on their implications for the parent corporation. More subtly, however, corporate ownership biases programming and coverage.
As difficult as these pressures may seen, the journalist faces one more pressure that may mean her or his livelihood - the ability of the news story to hold the audience's attention. All television programming, including the evening news, must strive for profits - and that translates into securing ratings and viewers that will attract advertising dollars. And what induces people to watch the news concludes that most viewers want to be amused and diverted; being informed is only a secondary motive for watching. To guarantee high ratings and revenues, mass media content tends to be agreeable and to require little effort on the part of consumers, while still being arousing, emotionally engaging, and above all entertaining.
What makes a great news story? Stories that
Are new and timely
Involve conflict or scandal
Concern strange and unusual happenings
Happen to familiar or famous people
Are capable of being made dramatic and personal
Are simple to convey in a short space or time
Contain visual elements
Fit a theme that is currently prominent in the news or society
The result of this itch for entertainment is sound bite and photo op news - a montage of brief visual images that play to the crowd. Each event and every idea must be part of a dramatic story amply illustrated with visual displays. Stories that are easily dramatized and visualized are readily covered. More complex issues receive little attention unless they can be made concrete and visual.

As one's confidence is weakened, a person becomes less prone to listen to arguments against his or her beliefs. Thus the very people you most want to convince and whose opinion might be the most susceptible to being changed are the ones least likely to continue to expose themselves to a communication designed for that purpose.

People tend to acquire information mostly about things that they find of interest and tend to avoid information that does not agree with their beliefs. Should someone find that they have been unavoidably exposed to uninteresting and disagreeable information, a common response is to distort and reinterpret that information, thus ignoring its implications for updating beliefs and attitudes.

The use of entertaining programs to disseminate a point of view has been successful in achieving high audience ratings and in changing people's attitudes and behaviors. Not appearing to be explicit attempts at persuasion, they should arouse little resistance, inhibiting the formation of counter arguments by distracting the audience. Most importantly, people will probably watch them without switching channels.

Information campaigns can succeed if they follow these simple rules:
Make the program entertaining
Do not directly attack a viewer's attitude and beliefs

Effective propaganda relies on heuristics and appeals to the emotions.
Its propaganda's effect for the most part must be aimed at the emotions and to a very limited degree at the so called intellect. We must avoid excessive intellectual demands on our public. The receptivity of the great masses is very limited, their intelligence is small, by their power of forgetting is enormous. In consequence of these facts, all effective propaganda must be limited to a very few points and must harp on these slogans until the last member of the public understands what you want him to understand by your slogan.

AND much more. Its very informative. I highly recommend this book.

I can't recommend this book enough..........2006-12-16

I am writing a thesis for a my master's on myths, and relating that to propaganda, which led me to this book.
I can't say enough great things about this book. I relates all of the ideas to everyday occurances common to the "layman".
This book is great for research, and also just to learn how the world is really ran.
Get it.

Propaganda exposed!.......2006-05-06

I agree with the critics that this book is not all that scientific in its study of propaganda. That aside the book illustrates a 'real world' approach. The authors reveal everyday propaganda by contrasting debunked stats and figures(+ satire). There are a lot of opinionated theories which should be taken with a pinch of salt. Keep in mind that you won't get any reasons for why people react the way they do to propaganda, you'll only find demonstrations of propaganda at large. This is in part due to the authors dissection of the pop-cultural and not the psychological aspect of propaganda.

Securing Your Compliance = No Great Hurdle.......2005-12-06

"Age of Propaganda" spells out in plain terms [contrary to another reviewer's finding of the book as being too "wordy"] how mass media is as a leveraging tool used by those in positions of power to coerce "decision by persuasion."

To quote the authors, "the goal of modern propaganda is not to inform and enlighten but rather to move the masses toward a desired position or point of view...these appeals persuade not through the give-and-take of argument and debate but through the manipulation of symbols and of our most basic human emotions...[and that]...the most important determinant is the thoughts running through one's head as a persuasive communication is seen and heard[and]in general, we humans seek to conserve our cognitive energy by taking mental short-cuts whenever we can, and we attempt to rationalize our thoughts and behavior so that they appear reasonable to ourselves and others. Most propaganda appeals attempt to take advantage of these two human tendencies."

Anthony Pratkanis and Elliot Aronson really put together a humdinger here. I'd like to offer a personal thanks to them as their book had a profound influence on me. In the early 90s I was working as a janitor at a college and found a stack of "free for all" books, and, being a reader, rummaged through and came up this dandy heavy hitter. Although, say, much like Mark Achbar and Peter Wintonick's in depth documentary on dissident Noam Chomsky and media propaganda, "Manufacturing Consent," also from that era, some of the info has in a short time span become not so much obsolete as it's become more dire and omnipresent in governmental/corporate policy and application.

For instance, if I recall, at the time when "Manufacturing Consent" was released, there were some forty parent corporate giants controlling mass media worldwide, as where now power has been consolidated, and that number is around five or six. That in itself should deeply concern everyone, yet most people probably aren't aware of it, and would only give you a blank stare if you brought it to their attention. And that's precisely why "Age of Propaganda" is such a useful book; it simplistically lays out the historical foundation of propaganda, and how and why it's used against us. The statistics presented to show how many mass media messages are consumed annually by the average person alone is quite disturbing and offers a clear example - hopefully to those who refuse to acknowledge the magnitude of the process - of how the power of persuasion works.

As of 1992, the U.S. spent four-hundred million per year on propaganda {imagine what it must be now!}. 1-4 headings are taken from the book, the explanations aren't.

1)"The message must attract the recipient's attention."

Often this is the classic Problem/Reaction/Solution ruse: government *creates* the dilemma, misdirects and places blame elsewhere, uses the media to exploit the public's fears over the dilemma, and as the public demands resolution, even if they're truly in the dark as to how/why the dilemma came about, then government can implement draconian measures to "solve" the problem, when in reality, their "fix" is merely Big Brother's way of further stacking the odds in power's favor over democratic interference.

2)"The arguments in the message must be understood and comprehended."

This one's a no-brainer, just play off of the public's general ignorance and lack of knowledge and awareness. Dumb the message down and exploit the public's fears while simultaneously making the them feel better, stronger, for believing the lies. If you have a whole bunch of idiots all believing the same lies, the collective ignorance and adhered-to unreality is in turn reinforced. ...*pssst,* this is truly a BAD, SCARY thing, k?

3)"The recipient must learn the arguments contained in the message and come to accept them as true."

People have been culturally trained to watch TV. They generally believe what TV instructs them to believe, even though such psychological gymnastics aren't cast in stone, and most people would voice the opinion that TV lies. So, in order to get around that, the powers that be, through media "de-regulation" policies {go look it up yourself!} forged a stronghold within mainline media over the past twenty years in order to help shift public opinion to their Rightist, lunatic position. This explains the "need" for 24/7 cable "news," talk radio, and even the allowance of an illusory "lefty" democratic party which works to establish the Right's agenda by calling itself "moderate." The repetition of lies and propaganda leads to mass acceptance of lies and propaganda as "truth." Plus, a handful of scoundrel's make big money from the chaos, misery and war profiteeering.

Which in turn leads to 4)"We act on this learned knowledge and beliefs when there is incentive to do so."

The incentive is obvious: IT MUST BE REAL IF IT'S ON TV! Strength in numbers, that is, United We FALL. So, people give up civil liberties for the illusion of security.

Security from whom, exactly? Those who ordered NORAD and the FAA to stand down for ninety minutes during the attacks of 9/11?

And that, unfortunately, is the dark heart of the matter.
In an illusory democracy, if Big Daddy Boss Goliath wants to further decimate poor little David, then Goliath will need to justify doing so, right? Which, given the grotesque military and economic discrepencies between the two, which should be an obvious elementary truth, is going to require A LOT of persuasion on Goliath's part to convince everybody that David does indeed pose a terminal threat.
And if, say, Goliath doesn't just have his deadly sights set on David, but on many other people too, well then, the "justification" and deceptive staging of David and Co. as 'Hitler's' and 'Satan's' is going to have to be utmost convincing. Repetition of lies, right? And since the factual reality of the situation could easily be picked apart, then the agenda-setting media need be tucked securely in Goliath's pocket to shut out reality, and a violent, devestating, emotional shock would certainly be helpful in clouding everyone's instincts and moral judgement ...wouldn't it?

"One of the most important determinants of learning is incentive; a persuasive message is learned and accepted if it is rewarding to so." ~ from "Age of Propaganda"

In this age of unprecedented social change and cultural and political upheavals, of mind boggling numbers of unwary, uninformed people who have bought into our government's phony "war on terror," who've ignored the perilous, unconstitutional, 'Orwellian' surveilance system which has permeated our world like a bad rash, now more than ever do people need to educate themselves as to how propaganda works and why those in positions of power use it against us.

The primary dilemma people have with discerning and acknowledging propaganda is that Establishment Power has naturally adopted the refutation of it as one of its main talking points. The socio/political fabric of America's environment is so utterly dense with Right wing propaganda that many can't see beyond mainstream media's criterion, although, as an institution that cannot afford to completely ignore the rising tide of dissenting voices, it's collectively been forced to "allow" various "framed" criticisms. However, these criticisms, framed as such, only serve as further misdirection while making cosmetic attempts at democratic appeasement by setting up the straw man to be torn apart by the Right.

Psychologically, the Right's agenda is rooted in imputing to all opponents of its unconstitutional, theocratic state-bound, treasonous, war-profiteering agenda, that which it collectively is most guilty of itself. What's happened here is actually far worse than any mere "conspiracy;" we exist in an age where most of us have unprecedented access to oodles of information, yet, according to our actions, or more revealing, our lack-of-proper-reaction-to, this country is laboring under a heavy toll of a spiritual and mental illness that has enabled millions to believe Goliath's monumental B.S. ...and not just to believe it, but for many to actually cheer on the debauchery. Wowzer bowzer.

In my copy of "Age," I count twenty-one reference pages, so to answer the reviewer, "sportsguy," who boasted that this book isn't sourced and that its authors used it as a vehicle to smear republicans, the reviewer, if he even read the book, should note that it was written on the tail end of twelve years of shady republican rule, and that just because the book doesn't reflect the reviewer's version of "reality," that in itself doesn't in any way invalidate the numerous sources that the authors *did* reference.

Soft Insight.......2005-08-19

Well written, interesting and worth reading, but a bit dated and fluffy in content

Average customer rating:

sincere and confessional
great book for any Ramones fan.
Black Humor At It's Finest
my favorite book of all time
Hollow Victory Speech

Lobotomy: Surviving the Ramones
Dee Dee Ramone , and Veronica Kofman
Manufacturer: Thunder's Mouth Press
ProductGroup: Book
Binding: Paperback

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ASIN: 1560252529

Book Description

Lobotomy is a lurid and unlikely temperance tract from the underbelly of rock 'n' roll. Taking readers on a wild rollercoaster ride from his crazy childhood in Berlin and Munich to his lonely methadone-soaked stay at a cheap hotel in Earl's Court and newfound peace on the straight and narrow, Dee Dee Ramone catapults readers into the raw world of sex, addiction, and two-minute songs. It isn't pretty. With the velocity of a Ramones song, Lobotomy rockets from nights at CBGB's to the breakup of the Ramones' happy family with an unrelenting backbeat of hate and squalor: his girlfriend ODs; drug buddy Johnny Thunders steals his ode to heroin, "Chinese Rock"; Sid Vicious shoots up using toilet water; and a pistol-wielding Phil Spector holds the band hostage in Beverly Hills. Hey! Ho! Let's go!

Customer Reviews:

sincere and confessional.......2007-08-01

This book was surprisingly good. Dee Dee's sincerity and honesty really showed through this confessional autobiography. The book is filled with Dee Dee's insight about his journey from a highly dysfunctional family to being a successful song writer and punk star. It made me realize how much he contributed to the band and even during the times he was out of the band he was still writing songs for the Ramones on a freelance basis. What impresses me about Dee Dee is that his main goal was happiness and he was well aware of his struggle, his own ghosts and faults. This book also is simply enjoyable to read. Dee Dee is a great writer with tight chapters that wrap up nicely. I really love this book and will definitely reread it a couple more times.

great book for any Ramones fan. .......2007-01-07

There are only a few good books out there about the Ramones. This is one of them.

Black Humor At It's Finest.......2006-10-15

Most people seem to miss the point of this book. Dee Dee is joking around... he's being authentic... being Dee Dee... a PUNK and a drug addict. Everything is exagerrated and shot through Dee Dee's Special Black Humor Lens. Every page has priceless moments where Dee Dee takes the piss out of someone... like the Idiots who buy this book and actually expect Dee Dee to be some sort of self-important Rock Historian. He invents endless bizarre stuff like Marc Bell doing the "Chicken Beek Boy Dance" and references it every 5 pages to really rub it in. Brilliant.

But where the book really shines is Dee Dee's brutally honest portrayal of the life-long battle addicts wage with there addictions. Usually a losing battle. His humanity is bared for all. And we are all one and the same. In contrast to Phony Rock Stars and Celebrities who carefully cultivated air-brushed images that absolutely no one believes anyway. After reading this book... I just love this guy. I would have cried the day he died.

my favorite book of all time.......2006-07-27

This was the first book that i finish in my life, i hated reading. It takes you through dee dee's lifestyle and mentality, the lows and highs, and ofcourse his relationships with the ramones. Now if you love this style of punk, not that mohawk stuff, then this book is a must read. Dee dee is punk rock, he wrote most of the ramones songs except for joey's love songs so, the geniuse behind the voice is this man.

anyways blah blah blah get this book if you're a real ramones fan and not just a pop fan "Gabba Gabba Hey !"

Hollow Victory Speech.......2005-09-19

I opened this book knowing that Dee Dee Ramone had died of a heroin overdose. So, when he teed-off with all of this "I've finally found peace with myself" and "one day at a time" banter, I couldn't help but question the memoir's sincerity right out of the gate.

The book simply exposes Dee Dee Ramone for what he was--a gluttonous fool who tripped into a pile of fame and blew it.

The guy was simply stupid and clueless and the narrative reinforces this at every turn. The relentless war stories are nothing more than a pathetic attempt to convince readers that he was truly hard-core, the real McCoy. It's just run-of-the-mill re-habber self-promotion that grows incredibly stale incredibly quickly.

If you want to read about punk (or the Ramones, for that matter,) read "Please Kill Me." Forget this book. Unless you're truly a die-hard Ramones fan (or a die-hard "higher power" type,) you will despise it.

Average customer rating:

depressing
Painful, shocking......a soul stripped bare.
Applause for Lewis!
Honest, Hilarious, Scary and Ultimately Spiritual
This should have been TWO books!

The Other Great Depression
Richard Lewis
Manufacturer: PublicAffairs
ProductGroup: Book
Binding: Hardcover

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ASIN: 1891620932
Release Date: 2000-12-26

Book Description

The brilliant, famously neurotic comedian tells the story of his recovery from alcoholism through profoundly honest, often hilarious short takes on family, childhood, work, success, sex, love, drinking, therapy, eating disorders, comedy, creativity, and the human condition.

Richard Lewis is one of the most gifted and successful comedians in America and one of those most respected by his peers. The Chicago Tribune has called him "the most audacious wordsmith since Lenny Bruce." But at the age of 44, at the height of his success, Lewis found himself on a gurney in the ER, toxic with alcohol and hallucinating from excess drug use. The same neuroses and dysfunctions that had been the basis for his successful stage persona and that had generated so much wonderful material for comedy, had, it seemed, turned on him.

How he got to that point, how he got on the road to recovery, and how he copes with being Richard Lewis sober on a daily basis are the subjects of this very funny, deeply honest, inspiring but unsentimental book. With the same fearlessness, wild energy, and coruscating humor that have defined his talent as a comedian, Lewis re-creates scenes from his childhood and of his Hollywood escapades; imagines what Jackie Mason, Woody Allen, and Rodney Dangerfield might say on the subject of whether he should commit suicide; shares the gory details of his secret obsessions with food and women; holds forth on the difficulties of being a man and of having satisfying relationships; and talks about what it's like to be a "recovering lunatic" who occasionally, finally, feels like a human being.

Customer Reviews:

depressing.......2004-05-25

I love Richard Lewis, but this book was actually ... depressing. I had to stop reading and just skim the rest. It was repetitious. I never really understood what pain of his childhood he was trying to escape by drinking. I think some editor should have fixed the tone to make it either funnier or more-serious-and-readable. It was too shticky to be meaningful, but too serious to be funny.

Painful, shocking......a soul stripped bare........2004-05-06

I would personally like to hit Mr. Lewis on the head for his three year romance with one of the greatest fantasy figures of the seventies, Baronss Nina van Pallandt. If you were a teenage or adult male at that time, you were reduced to jelly by her picture. You knew she was not for mere mortals but for billionaire mega studs in Cannes, or on the Riviera.
So who gets her? A shleppy Jewish standup comic from NY, whose father was, and this is so perfect, and so very Jewish, a caterer.
As a barmitzvah bandleader, I have spent many years fighting, working with, and plotting the forceful overthrow of many Jewish caterers. Not one of whose children ever dated anyone faintly resembling Nina van Pallandt.
Let me say this. Being a standup comedien is one of the most difficult jobs there is. Mr. Lewis succeeded admirably, and yet his personal demons, or many would say his progammed genes, and the chemical constuct of his body resulted in a breakdown fueled by drugs and alchohol. The scenario is familiar and Mr. Lewis tells it well. My vocabulary contains many of the profanities used by Mr. Lewis, but I think it was a wrong decision to use them this liberally. Mr. Lewis describes his father as the Lee J. Cobb waterfront union leader in "On the Waterfront". You know how the longshoremen speak. The only profanity in the movie was when Brando said to Karl Malden, the priest, "You go to hell". That's it. Not bad for one of the greatest movies ever made.
My life has paralleld Mr. Lewis. It's a war with no armistace, and he seems to be doing well, and I wish him well. Those who like the book may want to see "Drunks", a pretty good movie starring Mr. Lewis, and the late Howard Rollins.

Applause for Lewis!.......2002-11-05

Lewis does a great job describing the insanity of his addiction and the depths in which it can take a person. I give him a lot of credit to be as bold as he was. Lewis writes of issues, episodes, and obsessions that might be harshly criticized by anyone, but to another alcoholic/addict, these events are all too real. Lewis doesn't hold anything back -- his humor and neurotic personality give this book layers of dynamic energy. Addicted or not, I would recommend this book to anyone who wants or needs to know about the perverse, insidious nature of addiction. Lewis has the strength to discover himself, the courage to face his addiction, and the candor to give it a voice. We can all learn from this intriguing and provocative story. To Lewis I say -- keep working it baby 'cause you're worth it! One day at a time.

Honest, Hilarious, Scary and Ultimately Spiritual.......2002-02-23

I didn't think I had a drinking problem--and still don't but for sure I have an addict's state of mind in a myriad of other areas and thanks to Mr. Lewis' amazingly candid memoir it has given me the courage to keep an eye out on myself before I could conceivably fall into the hell he did--and yet--his story gives such hopefulness and good advice I heartily recommend it to anyone who`like myself has doubts about one's own manner of living or those of loved ones.

This should have been TWO books!.......2001-12-19

As a recovering alcoholic with 5 years of sobriety under my belt, I can say that Richard Lewis shows a great deal of insight regarding the issues of addiction and recovery. It is unfortunate that one must plow thru so much dross to uncover the gems.

I think the book would have been much stronger if he had focused on his alcoholism and his success with it. I understand that there is a strong need for honesty in recovery; however, I would have preferred he address his sexual addiction and his eating disorder by simply saying that he is still struggling with them and hopes someday to write of his success with them.

Because he did not list his acknowledgements until the end, I read thru the whole book wondering if he had simply typed it up himself, run a spell-check on it, and bundled it off to the publisher with the instructions, "Don't change a comma!!" So I have to agree with an earlier reviewer who stated that the book needs a good editing. It's unfortunate that it did not get this treatment. It is a good book. With strong editing, it could have been a great book.

Book Description

How to Use Ulead DVD Workshop teaches readers to make and edit videos that play on VCDs, SVCDs and DVDs, and understand which formats play on which playback devices. Readers quickly become comfortable with tweaking different compression formats so that they play optimally and learn the limitations of file types, including which disks can play on which platforms. They learn to capture MPEG2 (DVD-ready) video and present it on a CD or DVD with dynamic still and motion menus. And they are able to personalize the entire production for family, home, or business purposes. The accompanying DVD features Ulead DVD MovieFactory, a simple home DVD authoring solution, and DVD Workshop Pro (March 2003), the next step in professional authoring for large production houses and studios.

Customer Reviews:

How to Use Ulead DVD Workshop.......2004-01-30

Tom is a great computer guru. He has the ability to break difficult concepts into easily understood terms. Great book. Highly recommended.

Must Have Resource.......2003-02-14

This book gave me all the guidance and insight to an otherwise complex product. The CD bundled with the book was a great asset. The author's direct and simple guidance make this book a must have resource for anyone serious about DVD Workshop.

A Picture Book.......2003-01-18

This is mainly screenshots with a few words thrown in between. I am still looking for some helpful information. Also, half of the book covers DVD MovieFactory instead. I am now looking for another book with substance.

Hand-Held Visions: The Uses of Community Media (Media Studies, 5)

Average customer rating:

How to wield the potential power of community media

Hand-Held Visions: The Uses of Community Media (Media Studies, 5)
DeeDee Halleck
Manufacturer: Fordham University Press
ProductGroup: Book
Binding: Paperback

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ASIN: 0823221016
Release Date: 2002-01-01

Book Description

For almost forty years, DeeDee Halleck has been involved in a variety of projects that involve media making by “non-professionals.” Her goal has been to develop a critical sense of the potential and limitations of mediated communication through practical exercises that generate a sense of both individual and non-hierarchical group power over the various apparati of media and electronic technology. Hand-Held Visions is a collection of essays, presentations, and lectures that she has written throughout this process. Halleck starts with a discussion of her own development as a teacher, producer, and an active participant in the struggle for media democracy. She gives the reader a historical first-person perspective on the community-based media movement and a sense of the determination and resolve that have enabled often fragile and much embattled organizations and individuals to survive in a climate dominated by global media corporations that are in direct opposition to their work.

Customer Reviews:

How to wield the potential power of community media.......2002-04-09

Hand-Held Visions: The Impossible Possibilities of Community Media by filmmaker, video activist, and media critic DeeDee Halleck (Professor of Communications, University of California at San Diego) is an amazing and unique guide to creating alternative videos and media to spread positive messages to change the world. Fiery, provocative, and vocal in her calling for solid defiance of the media giants that control the overwhelming majority of the airwaves today, Halleck's Hand-Held Visions is a truly first-rate text for anyone wanting to learn more about how to wield the potential power of community media for their cause, issue, agency or concern.

The Parent's Guide: Use TV to Your Child's Advantage

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The Parent's Guide: Use TV to Your Child's Advantage
Dorothy G. Singer , Jerome L. Singer , and Diana M. Zuckerman
Manufacturer: Acropolis Books (NY)
ProductGroup: Book
Binding: Paperback

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philosophy hope in a jar daily moisturizer

ASIN: 0874919649

The Screenwriting Formula: Why It Works and How to Use It

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The Screenwriting Formula: Why It Works and How to Use It
Rob Tobin
Manufacturer: Writers Digest Books
ProductGroup: Book
Binding: Paperback

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ASIN: 1582974624

Book Description

*Discusses seven critical elements of any movie script and how to practically apply them

*Helps writers structure scripts so that they are more accessible, natural and appealing

It's a common misconception that formula films are bad. Bad films aren't formulaic--and that's the problem. In this guide, beginning scriptwriters will learn how to structure their screenplay by using seven critical elements (The Formula) so that every other element falls into place perfectly, creating a salable, high-concept movie. Screenwriter, novelist and lecturer Rob Tobin takes the mystery out of writing and analyzing scripts, and makes formulaic a good word again by presenting the keys to a successful and salable script.

Average customer rating:

Essential reading for the legions of Art Pepper fans

TALENTED AND TRAGIC!

The Art Pepper Companion
Todd Selbert
Manufacturer: Cooper Square Press
ProductGroup: Book
Binding: Hardcover

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Notes from a Jazz Survivor

Straight Life: The Story of Art Pepper

Intensity

Art Pepper + Eleven

Arthur's Blues

ASIN: 0815410670

Book Description

Art Pepper (1925-1982) is generally considered the greatest alto saxophonist of the post-Charlie Parker generation.

Customer Reviews:

Essential reading for the legions of Art Pepper fans.......2003-08-10

Compiled and edited by Todd Selbert, The Art Pepper Companion: Writings On A Jazz Original is an anthology of essays by a vast variety of music critics on the often troubled career and life of famous jazz musician Art Pepper. A diverse selection of perspectives adds an extra dimension of appreciation to the distinctive and memorable impression of his work. The Art Pepper Companion is essential reading for the legions of Art Pepper fans, and a welcome contribution to personal and academic 20th Century American Music History Studies collections.

TALENTED AND TRAGIC!.......2001-07-05

This book is a collection of various articles written about the tragic life of jazz artist and brilliant alto saxophonist Art Pepper. Through photographs and the perspectives of different writers Art Pepper emerges as a gifted tortured "soul". He mesmerized audiences with his innovative rendering of "Caravan," "Over The Rainbow", "When You're Smiling", "Ballad Of The Sad Young Men", and "Here's That Rainy Day", yet his life was a roller coaster of triumphs and failures. He died at age 56 of a cerebral hemorrhage in Los Angeles.In one article, "A Tribute to Art Pepper," by Arthur F. Kinney, this passionate musician is described as " an honest man - never cruel, never angry - but he could make you nervous because you never knew what he was going to say. I hear in his music and his tone his warmth and his humanity. When he played it wasn't an analytical thing; it was emotional, from his heart. He was eccentric, not like many of us, but he gave his love freely and we, most of us, cannot imagine what he went through. He wanted to go out roaring, and he did." After you finish this collection about a gifted and troubled artist, try reading, "Shipmates" by Lorraine Seeley, and "Red Willow's Quest", by Heidi Skarie. Both are tributes of a different genre but each will capture your interest as does this mosaic of Art Pepper.

A Complete Guide to Making the Most of Video in Religious Settings: How to Produce, Find, Use and Distribute Video in the Church and Synagogue

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A Complete Guide to Making the Most of Video in Religious Settings: How to Produce, Find, Use and Distribute Video in the Church and Synagogue
Tom Neufer Emswiler
Manufacturer: Wesley Foundation
ProductGroup: Book
Binding: Paperback

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The Lightwave 3d Book: Tips, Techniques and Ready-To-Use Objects

Average customer rating:

looking for the books that come with Lightwave [6]
jump
A great book acting as an introduction to LightWave 3D!
Excellent Book --- Not if your a Beginner
Old information but still useful

The Lightwave 3d Book: Tips, Techniques and Ready-To-Use Objects

Manufacturer: Backbeat Books
ProductGroup: Book
Binding: Paperback

3D Graphics | Graphic Design | Computers & Internet | Subjects | Books

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ASIN: 0879304553

Book Description

Serious animators will learn dozens of tricks from these illustrated and detailed Lightwave tutorials by pro animators who work on television shows such as Star Trek: Voyager. The easy instructions and tutorials include specific parameters and settings and cover 3D object creation, refractions, lens flares, live video compositing, and more.

Customer Reviews:

looking for the books that come with Lightwave [6].......2001-08-07

I'm a lightwave, animation student going for my BA Degree in Computer animation. I've been using Lightwave 6.5 and the books that I know about are "Lightwave Magic" which is great for learning the effects and hypervoxels lighting and camera tecniques. Then I've also used "Inside Ligtwave" which is great if you have the program yourself and you have the 3 books/manuals that come with the program. I'm learning the program in a school setting so I don't have the 3 manuals that come with the Lightwave Prgrm. Thats what brought me to this site in the 1st place. Does anybody out there know where a student can get the 3 books that come with Lightwave. 1)- Motion: animate and render. 2)- Shape: Model, Surface & Light. 3)- tips and tutorials There red and orange books with the lightwave logo on the cover & they say "Lightwave [6]" with the titles I mentioned on the covers as well. When you want to use alotta the books out there or the tutorials that come with the books or on line they almost all say. "Well since you have the program then you have the manuals and you know about such-n-such" or "refer to your manuals for the basics on the begining of this tutorial" Well I'm learning the program through a school and I don't have the manuals so I don't know about "such-n-such". Please let me know where I can get these books/manuals. I've heard people say that they've seen them in bookstores. I for one haven't. I askd Newtek for the books and they said NO "we only sell them to people who pay the $2800 for the program to cut down on illicit copies of the program". Whats a student to do? Please help. I'm sure that the book I'm supposed to be reviewing is good to, if you already have the 3 books that I'm asking about. All books and tutorials seem to expect you to have these manuals. they go on from that assumption, %75 of the time. briamor@hotmail.com

jump.......2000-02-12

this book is quite good in the way that it teaches you many advanced and useful things. But it does not have all the ready made objects it claims to have. it is very poorly written.

A great book acting as an introduction to LightWave 3D!.......1999-01-14

I highly recommend this book to both beginners and pros. Nicely written, with multiple viewpoints, detailed descriptions and how-to's. *A MUST HAVE*

Excellent Book --- Not if your a Beginner.......1998-12-08

I loved this book it taught me vaulable things that most people would over look about the program it's 100% PURE Lightwave and although it covers older versions (not that old either) does not mean those things leanred in the pas cannot be applied to now (that is what 3d animation is about right ????) If you are a Beginner do not get this book period you will probably have question marks floating in front of your eyes plenty of times but if you are a a intermediate or more a advanced user this is the book for you don't judge this book by it's cover.

Old information but still useful.......1998-05-09

This is probably not the best book for Lightwave beginners especially if they are using version 5.5. It is a good book for people who are somewhat familiar with Lightwave 3D and want something a bit different from traditional 3rd party books. I don't use Lightwave but do use Inspire 3D which is a scaled down version of the program. Most of the book has interesting discussions and tutorials that cover ideas I wouldn't have thought of. I found myself saying, "so that's how you do that" a few times. This is a good book for folks using Inspire 3D as most of what is discussed in the text is missing from the manuals (and isn't that a good reason to buy a 3rd party book?) Not for power users or newbies but just right for people who want to get to the next step.

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