Download Report

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.
1
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.
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, 2012. 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, 2012. 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, 2012. 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, 2012. 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, 2012. 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, 2012. All rights reserved.
Images and other multimedia content used with permission.
8
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.
9
Advertising & Propaganda Techniques
Testimonial

Using the words of a
famous person to
persuade.
Copyright © Texas Education Agency, 2012. All rights reserved.
Images and other multimedia content used with permission.
10
Advertising & Propaganda Techniques
Transfer

Using the names or pictures of famous
people but not using direct quotes.
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
Copyright © Texas Education Agency, 2012. All rights reserved.
Images and other multimedia content used with permission.
11
Advertising & Propaganda Techniques
Repetition

The product name is repeated
at least four times.
Copyright © Texas Education Agency, 2012. All rights reserved.
Images and other multimedia content used with permission.
12
Advertising & Propaganda Techniques
Emotional Words

Words that will make you
feel strongly about
someone or something.
Copyright © Texas Education Agency, 2012. All rights reserved.
Images and other multimedia content used with permission.
13
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.
14
Which Technique is
Used?
Copyright © Texas Education Agency, 2012. All rights reserved.
Images and other multimedia content used with permission.
15
Which Technique is
Used?
ABC Security
Protecting those that matter most.
BE
LIKE
MIKE!
Copyright © Texas Education Agency, 2012. All rights reserved.
Images and other multimedia content used with permission.
16