ABSTRACT
This chapter focusses upon techniques commonly used in comparative advertising, including negatively contrasting an opponent’s apparent falsity with the honesty and value-driven nature of a messenger. On the whole, Evolution Wars mass media exhibits a raucous medley of barbed criticisms and negative contrast. A central persuasive focus of Darwin-skeptic and proevolutionist communications is delineating for audiences who the foes truly are. This involves making comparisons while trying to raze enemy notions in the process of building up a promoted stance. It is here that the New Atheist and antievolutionist communicative trope of singling out ‘accommodationists’ is identified, which serves to emphasize the esteemed qualities of a truly dedicated coterie. Evolution Wars media, therefore, bear some of the same contrast motifs used in popular advertising, which have been found to increase audience attention and message recall, as well as influence future transaction behaviors. This chapter’s analysis also discloses how the strategic use of contrast interconnects with Darwin-skeptic conspiracist narratives associated with accusations of censorship. Censorship claims are affiliated with the Scarcity Principle, which stipulates that when items and ideas are banned or suppressed, appetites for these same objects or notions can become intensified due to their perceived sparsity.
