Professional Communications Communication Strategies & Technical Writing: Advertising, Marketing, and Propaganda Techniques Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission. Trade & Industrial Education

Marketing The act of buying or selling in a market. Includes all of the activities involved in the transfer of goods from the producer or seller to the consumer or buyer: Advertising Shipping Storing Selling Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Advertising The profession of planning, designing, and writing advertisements. Calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc. Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Forms of Advertising Television Newspaper Internet Radio Print/Billboards Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Advertising vs. Propaganda Propaganda is generally an appeal to emotion, not intellect. Advertising is governed by FTC regulations that require advertising to be truthful. Both advertising and propaganda appeal to emotions. Similar techniques are used in advertising and propaganda. Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Propaganda in Advertising A form of communication that is aimed at influencing the attitude of a community toward some cause or position in order to benefit oneself Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission. Trade & Industrial Education

Propaganda Techniques What are Propaganda Techniques? Methods that advertisers use to further a cause - a political, commercial, religious, or civil cause. Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Propaganda Techniques Why are they used? To manipulate the readers' or viewers' reason and emotions; to persuade you to believe in something or someone, buy an item, or vote a certain way, often only giving one side of an argument or partial information. Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Advertising & Propaganda Techniques Bandwagon Persuading people to do something by letting them know others are doing it. Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Testimonial Using the words of a famous person to persuade. Advertising & Propaganda Techniques Testimonial Using the words of a famous person to persuade. https://www.youtube.com/watch?v=VG6BFP8Mwhk Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Advertising & Propaganda Techniques Transfer Using the names or pictures of famous people but not using direct quotes. Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Repetition The product name is repeated at least four times. Advertising & Propaganda Techniques Repetition The product name is repeated at least four times. Repetition Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Advertising & Propaganda Techniques Emotional Words Words that will make you feel strongly about someone or something. Emotional Words Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Advertising & Propaganda Techniques Name Calling This techniques consists of attaching a negative label to a person or a thing. People engage in this type of behavior when they are trying to avoid supporting their own opinion with facts. Rather than explain what they believe in, they prefer to try to tear their opponent down. Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Which Technique is Used? Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.

Which Technique is Used? commercial 1 commercial 2 commercial 3 commercial 4 commercial 5 commercial 6 commercial 7 ABC Security Protecting those that matter most. Copyright © Texas Education Agency, 2012. All rights reserved. Images and other multimedia content used with permission.