What is the difference between propaganda and advertising In todays world excessive use of technology and unfair methods have made the line between propaganda and advertising very blurred ID: 555153
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Slide1
Propaganda and Advertising
What is the difference between
propaganda and advertising
?
In
today’s world, excessive use of technology and unfair methods have made the
line between propaganda and advertising very blurred
; however, it is important to explore the difference between them and understand what they both
represent
.Slide2
Propaganda v. Advertising
Propaganda
distorting
facts and adding false statements to promote a political ideology or sell products, encouraging people to believe things which might not all be true or correct.
In
most cases, propaganda is put out in support of some specific
cause; not
important if the
information
being provided is beneficial to others or not.
Advertising
the
way to show off products and
services, presenting
them in such a way that they look good
so that
consumers are attracted
to
them.
advertising
is all about presenting things which exist and just need to be made accessible to
consumers (whereas propaganda
is making up something which may not even exist for the sole reason of
selling
an
ideology
)Slide3
Advertising Techniques
Glittering Generalities
vague
sweeping statements
made using
language associated with values and beliefs deeply held by the
audience, but without
providing supporting information or reason.
Using emotionally appealing words with no basis to evoke a positive
response Slide4
Target audience?
Features you can identify which make this a glittering generality?
How does the layout emphasize the technique? Font? Colors? Props? Photographic techniques?
Effective?Slide5
Advertising Techniques
Name Calling / Labeling
Links a person or idea to a negative symbol
Using words to incite fear and prejudices and create a negative opinion; or diminish or discredit a person, class or idea.
Similar to trash talking Slide6
Target audience?Features you can identify which make this
an example of name-calling / labeling?
How does the layout emphasize the technique? Font? Colors? Props? Photographic techniques?
Effective
?Slide7
Advertising Techniques
Testimonial
A famous person recommends a product or gives a political endorsement Slide8
Target audience?Features you can identify which make this a
testimonial?
How does the layout emphasize the technique? Font? Colors? Props? Photographic techniques?
Effective
?Slide9
Advertising Techniques
Plain Folks
Appeals to regular people and their values such as health, family and
patriotism Slide10
Target audience?Features you can identify which make this a
plain folks appeal?
How does the layout emphasize the technique? Font? Colors? Props? Photographic techniques?
Effective
?Slide11
Advertising Techniques
Bandwagon
An appeal to be part of the group – you must join to fit in, be accepted Slide12
Target audience?Features you can identify which make this a
bandwagon appeal?
How does the layout emphasize the technique? Font? Colors? Props? Photographic techniques?
Effective
?Slide13
Advertising Techniques
Transfer
An appeal—through symbols, quotes and
images—that
helps a person imagine themselves as part of a picture
.
Appeals to a
person’s
imagination of something
well-liked
or
trusted. Slide14
Target audience?Features you can identify which make this a
transfer appeal?
How does the layout emphasize the technique? Font? Colors? Props? Photographic techniques?
Effective
?Slide15
Advertising Techniques
Card stacking
Manipulating information to make a product appear better than it is, often by unfair comparison or omitting
factsSlide16
Target audience?Features you can identify which make this a
card-stacking appeal?
How does the layout emphasize the technique? Font? Colors? Props? Photographic techniques?
Effective
?Slide17
Advertising Techniques
Repetition
Keeps the product or idea at the forefront of the consumer’s mind
“Repetition is the mother of all learning.”Slide18
Target audience?Features you can identify which make this
an example of
reptition
?
How does the layout emphasize the technique? Font? Colors? Props? Photographic techniques?
Effective
?