1 Professional Communications Communication Strategies & Technical Writing: Advertising, Marketing, and Propaganda Techniques Copyright © Texas Education.

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Presentation transcript:

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

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, All rights reserved. Images and other multimedia content used with permission. 2

Advertising The profession of planning, designing, and writing advertisements. The act or practice of 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, All rights reserved. Images and other multimedia content used with permission. 3

Forms of Advertising Television Newspaper Internet Radio Print/Billboards Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 4

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, All rights reserved. Images and other multimedia content used with permission. 5

Propaganda in Advertising A form of communication that is aimed at influencing the attitude of a community toward some cause or position so as to benefit oneself Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 6

Propaganda Techniques What are Propaganda Techniques? They are the methods and approaches used to spread ideas that further a cause - a political, commercial, religious, or civil cause. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 7

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, All rights reserved. Images and other multimedia content used with permission. 8

Persuading people to do something by letting them know others are doing it. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 9 Advertising & Propaganda Techniques Bandwagon

Using the words of a famous person to persuade. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 10 Advertising & Propaganda Techniques Testimonial

Using the names or pictures of famous people but not using direct quotes. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 11 Tiger Woods Serena Williams Michael Jordan LeBron James Peyton Manning Michael Phelps Derek Jeter Alex Rodriguez David Beckham Phil Mickelson Manny Pacquaio Floyd Mayweather Dale Earnhardt, Jr. Roger Federer Kobe Bryant Eli Manning Maria Sharapova Tom Brady Advertising & Propaganda Techniques Transfer

The product name is repeated at least four times. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 12 Advertising & Propaganda Techniques Repetition

Words that will make you feel strongly about someone or something. Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 13 Advertising & Propaganda Techniques Emotional Words

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, All rights reserved. Images and other multimedia content used with permission. 14 Advertising & Propaganda Techniques Name Calling

Which Technique is Used? Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 15

Which Technique is Used? Copyright © Texas Education Agency, All rights reserved. Images and other multimedia content used with permission. 16 ABC Security Protecting those that matter most. BE LIKE MIKE!