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.

Propaganda v. Advertising 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)

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

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?

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

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?

Advertising Techniques Testimonial A famous person recommends a product or gives a political endorsement

Target audience? Features you can identify which make this a testimonial? How does the layout emphasize the technique? Font? Colors? Props? Photographic techniques? Effective?

Advertising Techniques Plain Folks Appeals to regular people and their values such as health, family and patriotism

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?

Advertising Techniques Bandwagon An appeal to be part of the group – you must join to fit in, be accepted

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?

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.

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?

Advertising Techniques Card stacking Manipulating information to make a product appear better than it is, often by unfair comparison or omitting facts

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?

Advertising Techniques Repetition Keeps the product or idea at the forefront of the consumer’s mind “Repetition is the mother of all learning.”

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?