論毛澤東之廣宣大才：直追伯內特與奧格爾維諸賢

 

論毛澤東之廣宣大才：直追伯內特與奧格爾維諸賢

欲評毛澤東主席為「廣宣大才」，與李奧·伯內特、大衛·奧格爾維等商業巨擘並駕，須易視角，由商賈販賣之術轉至政治宣傳與大眾動員之域。毛氏之策，雖非為貨物之銷，然其造就品牌、巧鑄標語、策劃全民運動之能，足顯其於大眾說服與心理操控之深解。其所以為奇才者，蓋深諳民心，能將繁縟之理念化為簡潔有力之訓示，並以無遠弗屆之聲勢，驅動全國上下之變革。

標語之力：毛氏口號之版權威能

誠如賢能廣宣之士，毛氏深知其策之成敗，繫於箴言之精煉、有力、易傳。其於巧鑄標語，可謂天賦異稟，能將繁複之意識形態，濃縮為響徹雲霄之口號，根植於民心。此非僅辭藻，乃行動之召，簡明之令，形塑公眾意識之巨器也。

試觀其影響深遠之「標語」：

• 「為人民服務」：此口號歷久彌堅，為中國共產黨之核心品牌承諾。其將黨員塑造成為人民無私奉獻之公僕，深植民眾信任與忠誠。猶如品牌強調以客為尊，深得民心。
• 「敢想敢幹」：大躍進期間，此為一極具煽動性之號召，旨在激發革命熱情與無窮潛力。此乃一「品牌挑戰」，鼓勵百姓懷抱宏大甚至不切實際之目標，不質疑權威，以求掌握自主與集體之力。
• 「破四舊」：文化大革命之核心指令，此口號提供明確之行動綱領，直指紅衛兵攻破「舊思想、舊文化、舊風俗、舊習慣」。此猶如直效行銷，明確目標，為推翻傳統社會之破壞行為提供依據。
• 「革命無罪，造反有理」：此為最具煽動性且極其有效之口號，明確宣示反抗權威無罪，尤其為紅衛兵之行為提供合法性。此猶如對混亂行為之「背書」，以革命之名，徹底顛覆既有秩序。
• 「槍杆子裡面出政權」：此簡潔而具侵略性之聲明，乃革命運動之根本「使命宣言」，強調武裝鬥爭之不可或缺。
• 「一切反動派都是紙老虎」：此為心理戰術之巧用，旨在貶低敵人，鼓勵革命者無所畏懼。乃宣傳中「貶低競爭者」之經典範例。
• 「婦女能頂半邊天」：此強而有力之號召，旨在促進性別平等，凸顯婦女於國家建設之關鍵作用，有效擴大動員之「目標受眾」。
• 「農業學大寨，工業學大慶」：此為具體之「案例研究」或「見證」，轉化為全國性指令，推廣模範企業，供全國效仿。
• 「一不怕苦，二不怕死」：此口號精煉傳達革命英雄主義與犧牲奉獻之核心價值。
• 「毛主席萬歲！」：此乃極致之「品牌忠誠」口號，無處不在，鞏固其個人崇拜。

這些口號，皆直白有力，富於情感煽動性，且反覆傳播。其簡潔性確保即便是廣大文盲亦能輕易理解記憶，猶如廣告語之深入人心。

運動式大眾動員：品牌與行為改造

毛氏之政治運動，乃大眾動員之策略典範，比擬於雄心勃勃之廣告運動，追求訊息之全面滲透與行為之徹底改變。其不僅止於說服，更在於塑造沉浸式之意識形態環境。

• 大躍進（一九五八至一九六二年）：此為毛氏規模最鉅、範圍最廣之「運動」，旨在迅速實現國家工業化與農業集體化。

  • 廣宣之術：廣泛使用宣傳畫報，虛報豐收與鋼鐵溢流之景，即便饑荒蔓延全國。組織大眾會議、遊行、批鬥地主之「訴苦」活動，以製造狂熱與順從。其宏大之「品牌承諾」為「超英趕美」，此一雄心激勵了不切實際之目標。
  • 影響：大躍進之強烈「廣宣」，營造出虛假之樂觀氛圍，掩蓋了災難性之現實。由宣傳驅動之不斷施壓，追求不切實際之目標，導致虛報與災難性政策，終釀成人類歷史上最大之饑荒之一。

• 赤腳醫生運動（一九六零至一九七零年代）：此舉旨在訓練農民提供農村基本醫療服務。

  • 廣宣之術：「赤腳醫生」一詞本身，乃一精妙之品牌塑造，立即喚起基層、親民、務實之醫療服務形象。此乃有意與傳統且常難以企及之城市醫療機構形成對比。此運動透過正面形象與自力更生、服務農村大眾之敘事而推廣。
  • 影響：赤腳醫生計畫雖有其局限，然卻成為一極其成功之「社會品牌」，顯著改善偏遠地區之基本醫療可及性，示範了良好品牌塑造與廣泛推廣之社會倡議所蘊含之力量。

• 文化大革命（一九六六至一九七六年）：此動盪且具破壞性之政治運動，旨在肅清「資產階級」與「修正主義」份子，鞏固毛氏權力。

  • 廣宣之術：此運動乃心理操控與製造群體歇斯底里之典範。毛氏有意利用青年（紅衛兵）之狂熱作為其主要「行銷力量」。《毛主席語錄》（「紅寶書」）成為無處不在之「產品」，為千百萬人攜帶與引述，幾乎如聖典。宣傳畫報、革命樣板戲、大型集會，營造出無所不在、無可逃避之意識形態環境。不斷之「批鬥會」與公開批判，則充當了對被視為敵人者之負面廣告。
  • 影響：在強烈宣傳與極端大眾動員之驅使下，文化大革命導致了社會動盪、廣泛迫害及文化遺產之毀壞，展示了失控之政治「運動」所蘊含之巨大破壞力。

與西方宣傳家之比較

雖然毛氏之手法乃極權統治者之所為，然其作為宣傳家之效力，可與西方人物如羅納德·雷根、溫斯頓·邱吉爾、唐納德·川普及馬丁·路德·金恩二世等相較，儘管其背景與目的有根本之異。

• 羅納德·雷根（「偉大溝通者」）：與毛氏相似，雷根擅於簡化複雜議題，並運用令人難忘之金句（如「邪惡帝國」、「推倒這堵牆」）。其長處在於樂觀之敘事與設定明確之選擇，訴諸普世價值。然雷根處於民主體制下，有新聞自由與政治反對；他必須說服而非強制。
• 溫斯頓·邱吉爾：作為演說大師，邱吉爾運用生動之語言與有力之比喻（如「熱血、辛勞、眼淚和汗水」、「我們永不投降」），激勵國民於戰時團結。其目標乃在面對外敵時團結國家，號召愛國主義與勇氣，此皆在一自由社會中為之。
• 唐納德·川普：作為一股顛覆力量，川普精通透過社群媒體與集會直接向支持者溝通。其反覆使用具爭議性之口號（如「讓美國再次偉大」、「假新聞」），建立起強烈之內部認同與外部敵意。雖培養個人崇拜，然其手法分散，且不斷受到自由媒體與政治反對之挑戰。
• 馬丁·路德·金恩二世：金恩博士乃道德說服之大師，訴諸普世人權與美國理想之良知。其「我有一個夢」之演說，充滿願景之語言與精妙之修辭，旨在透過非暴力倡議實現社會轉型，其運作乃是與既有權力結構對立，仰賴思想、同理心及集體良知之力量。

其根本差異在於控制與競爭，以及強制與同意。毛氏在絕對國家控制之體制下運作，其「宣傳」乃唯一之訊息，透過身心強制而貫徹。其目的在於實現社會與個人之全面改造。西方領袖則在競爭性之媒體環境與政治體制下，依賴說服以獲得同意（如透過選票、公眾支持）以推行特定政策或團結國家，而非實現全面之思想控制或強制之意識形態灌輸。

結語

毛澤東作為「廣宣大才」之效力，源於其深邃之心理洞察，其將複雜意識形態簡化為易於理解之口號之非凡能力，以及其將宣傳融入國家生活各層面之策略。他深知，不斷重複、強烈情感訴求，以及建立強大集體認同，乃動員千百萬人之關鍵，即便其所「販售」之「產品」（政策與運動）常導致災難性後果。毛氏之遺產，強烈提醒吾人，宣傳、大眾傳播與政治權力之交集，其潛力之巨大與危險，此等影響之規模，於商業領域實屬罕見，若非絕無。

Chairman Mao: A Master of Mass Persuasion – Beyond the Commercial Realm

 

Chairman Mao: A Master of Mass Persuasion – Beyond the Commercial Realm

To assess Chairman Mao Zedong as a "great advertising man," standing alongside figures like Leo Burnett and David Ogilvy, requires a shift in perspective from commercial marketing to the realm of political propaganda and mass mobilization. While lacking the commercial objective of selling products, Mao's campaigns demonstrate an unparalleled mastery of brand building, slogan coining, and large-scale behavioral engineering. His genius lay in his profound understanding of public psychology, his ability to distill complex ideologies into potent, memorable messages, and his orchestration of nationwide movements with total message saturation.

The Power of the Slogan: Mao's Copyright in Catchphrases

Like any shrewd advertising executive, Mao understood that a campaign's success hinges on compelling, concise, and repeatable catchphrases. He possessed an extraordinary talent for crafting slogans that acted as ideological shortcuts, resonating deeply with the masses and becoming ingrained in the national consciousness. These were not just words; they were calls to action, simplified directives, and powerful tools for shaping public thought.

Consider some of his most impactful "taglines":

• "Serve the People" (为人民服务): This enduring slogan functioned as the Communist Party's core brand promise. It presented Party cadres as selfless, dedicated servants of the populace, fostering a sense of trust and loyalty. It was a masterstroke in building a positive public image for the Party, akin to a brand emphasizing its commitment to customer satisfaction.
• "Dare to think, dare to act" (敢想敢干): A potent rallying cry during the Great Leap Forward, this slogan was designed to unleash perceived revolutionary spirit and boundless energy. It was an audacious "brand challenge," encouraging the populace to pursue ambitious, often unrealistic goals without questioning authority, tapping into a desire for agency and collective power.
• "Smash the Four Olds" (破四旧): A central directive of the Cultural Revolution, this slogan provided a clear, actionable mandate. It directly instructed the Red Guards to attack "old ideas, old culture, old customs, and old habits." This was akin to a direct marketing campaign, providing a clear target and justifying widespread dismantling of traditional society.
• "Revolution is no crime, to rebel is justified" (革命无罪, 造反有理): Perhaps one of the most incendiary and effective slogans, this explicitly legitimized rebellion against authority, particularly for the Red Guards. It functioned as a powerful "endorsement" for chaotic acts, fundamentally overturning established norms in the name of revolutionary purity.
• "Political power grows out of the barrel of a gun" (枪杆子里面出政权): This concise and aggressive statement served as a foundational "mission statement" for the revolutionary movement, emphasizing the non-negotiable role of armed struggle.
• "All reactionaries are paper tigers" (一切反动派都是纸老虎): A brilliant piece of psychological framing, this slogan aimed to diminish the perceived strength of enemies, encouraging revolutionaries not to fear them. It's a classic example of "competitor devaluation" in propaganda.
• "Women hold up half the sky" (妇女能顶半边天): A powerful message promoting gender equality and highlighting women's crucial role in national development, effectively expanding the "target audience" for mobilization.
• "Learn from Dazhai in agriculture; Learn from Daqing in industry" (农业学大寨，工业学大庆): These were specific "case studies" or "testimonials" turned into national directives, promoting model enterprises as examples for mass emulation.
• "First, do not fear hardship; second, do not fear death" (一不怕苦，二不怕死): This slogan succinctly communicated the core values of revolutionary heroism and sacrifice.
• "Long Live Chairman Mao!" (毛主席万岁!): The ultimate "brand loyalty" chant, ubiquitous and reinforcing the personality cult.

These slogans were intentionally direct, emotionally evocative, and relentlessly repetitive. Their simplicity ensured accessibility even to a largely illiterate population, allowing for rapid memorization and internalization, much like an effective jingle or tagline embeds itself in public consciousness.

Campaign-Like Mass Mobilization: Branding and Behavioral Engineering

Mao's political campaigns were strategic masterclasses in mass mobilization, mirroring the total saturation and behavioral change sought by ambitious advertising campaigns. They went beyond mere persuasion; they aimed for immersive ideological environments.

• The Great Leap Forward (大跃进, 1958-1962): This was arguably Mao's most ambitious "campaign" in terms of scope and scale, an attempt at rapid industrialization and agricultural collectivization.

  • Advertising Techniques: It employed pervasive propaganda posters depicting impossibly bountiful harvests and overflowing steel furnaces, despite widespread famine. Public meetings, parades, and "speak bitterness" campaigns against landlords were meticulously orchestrated to generate overwhelming enthusiasm and conformity. The grand "brand promise" was to "surpass Britain and America" in steel production, an aspirational vision that fueled unrealistic targets.
  • Influence: The intense "advertising" for the Great Leap created a climate of manufactured optimism that masked devastating realities. The constant pressure to meet unrealistic targets, fueled by propaganda, led to false reporting and disastrous policies, resulting in one of the largest famines in human history.

• Barefoot Doctors Campaign (赤脚医生, 1960s-1970s): This initiative trained peasants to provide basic healthcare in rural areas.

  • Advertising Techniques: The term "barefoot doctors" itself was a brilliant piece of branding, instantly evoking a sense of grassroots, accessible, and practical healthcare for the common people. It was a conscious effort to differentiate from traditional, often inaccessible, urban medical establishments. The campaign was promoted through positive imagery and narratives emphasizing self-reliance and dedication to rural masses.
  • Influence: The "barefoot doctors" program, despite its limitations, became a highly successful "social brand" that significantly improved basic healthcare access in remote areas, demonstrating the power of a well-conceived and widely promoted social initiative.

• The Cultural Revolution (文化大革命 / 无产阶级文化大革命, 1966-1976): This tumultuous and destructive political movement aimed to purge "bourgeois" and "revisionist" elements and solidify Mao's power.

  • Advertising Techniques: This campaign was a masterclass in psychological manipulation and the creation of mass hysteria. Mao deliberately leveraged the fervor of young people (the Red Guards) as his primary "marketing force." The "Little Red Book" (Quotations from Chairman Mao Zedong) became a ubiquitous "product," carried and quoted by millions, almost like a sacred text. Propaganda posters, revolutionary operas, and mass rallies created an immersive and inescapable ideological environment. Constant "struggle sessions" and public denunciations served as a form of negative advertising against perceived enemies.
  • Influence: Driven by relentless propaganda and extreme mass mobilization, the Cultural Revolution led to widespread social upheaval, persecution, and the destruction of cultural heritage, showcasing the immense, destructive power of unchecked political "campaigning."

Comparison with Western Propagandists

While Mao's methods were those of a totalitarian ruler, his effectiveness as a propagandist can be compared to Western figures like Ronald Reagan, Winston Churchill, Donald Trump, and Martin Luther King Jr., though fundamental differences in context and objectives must be acknowledged.

• Ronald Reagan ("The Great Communicator"): Like Mao, Reagan excelled at simplifying complex ideas and using memorable soundbites ("Evil Empire," "Tear down this wall"). His strength lay in optimistic storytelling and framing clear choices, appealing to shared values. However, Reagan operated within a democratic framework with a free press and political opposition; he had to persuade, not coerce.
• Winston Churchill: A master orator, Churchill used evocative language and powerful metaphors ("blood, toil, tears, and sweat," "we shall never surrender") to rally a nation during wartime. His goal was unity and resolve against an external threat, appealing to patriotism and courage within a free society.
• Donald Trump: A disruptive force, Trump mastered direct-to-base communication via social media and rallies. His use of repetitive, often provocative, catchphrases ("Make America Great Again," "Fake News") created strong in-group identity and out-group hostility. While cultivating a personality cult, his methods were decentralized and constantly challenged by a free press and political opposition.
• Martin Luther King Jr.: MLK Jr. was a master of moral persuasion, appealing to universal human rights and the conscience of a nation. His "I Have a Dream" speech, filled with visionary language and sophisticated rhetoric, aimed for social transformation through non-violent advocacy, operating against existing power structures, relying on ideas and empathy.

The core distinction lies in control vs. competition and coercion vs. consent. Mao operated in a system of absolute state control, where his "propaganda" was the sole, inescapable message, enforced through physical and psychological coercion. His aim was total societal and individual transformation. Western leaders, in contrast, operated within competitive media landscapes and political systems, relying on persuasion to gain consent (e.g., through votes, public support) for specific policies or to unite a nation, not to achieve total thought control or enforced ideological indoctrination.

Conclusion

Mao Zedong's effectiveness as a "great advertising man" derived from his deep psychological insight, his uncanny ability to simplify complex ideologies into readily digestible slogans, and his strategic integration of propaganda into every facet of national life. He understood that relentless repetition, potent emotional appeal, and the forging of a powerful collective identity were key to mobilizing millions, regardless of the catastrophic consequences of the "products" (policies and movements) he was "selling." His legacy serves as a stark and powerful reminder of the immense, and potentially dangerous, intersection of propaganda, mass communication, and political power, a scale of influence rarely, if ever, achieved in the commercial realm.