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Propaganda vs. Advertisement


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contrasting of propaganda and advertisement. the effect of propaganda to socio-politcal is also included.

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Propaganda vs. Advertisement

  1. 1. Propaganda
  2. 2. Commercial Advertisement vs. Propaganda • Advertising encourages your desire for consumer goods, services and ideas using suggestive images and captions. However, the motivation to buy what is advertised may stem from the belief promoted by what propaganda is.
  3. 3. • Through advertising, propaganda influences you emotionally to buy certain products, services and ideas. Advertisers use your latent desires to be rich, better looking or more popular to "direct" your purchasing habits. Propaganda is used by advertisers to influence consumer spending by presenting what is "desirable."
  4. 4. Commercial Advertisement vs. Propaganda• Advertising • Advertising uses multimedia techniques to promote products, services and ideas through a variety of different venues. Although mostly factually correct, advertising is formatted to persuade its audience to try its wares. Advertising permeates our culture in newspapers, magazines, the Internet, billboards, television and shopping malls. Through sensational, graphic displays, advertising promises consumers that using the products, services and ideas presented will change their lives for the better. The exaggeration of the facts in advertising is a technique used to influence the minds of consumers to change their spending habits and generate revenue. Hyperbole is also used in propaganda to actively influence opinions and social mood. • Propaganda • Advertising and propaganda are both powerful media tools that are often hard to differentiate. Propaganda is similar to advertising in that it employs the same multimedia formats in order to spread its message. However, unlike advertising, propaganda does not try to encourage the sale of a product, service or idea. Similar to a sales campaign, propaganda is a visual presentation used to change public attitudes about a particular person or subject. Propaganda that influences systems of education has the most lasting effect.
  5. 5. Distinguish Commercial advertisements from propaganda for socio-political movements
  6. 6. Commercial advertisement for socio political movements Commercial advertising tends to be created by companies to encourage consumption of their products or services. Non- commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. This is a form of communication used to encourage or persuade an audience to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.
  7. 7. What is propaganda for socio- political movements • Propaganda is a powerful force. In modern times it has come to play an important role. The modern world is dependent on it. The govt, business houses, the political parties and various other sections of society use it so serve their own purposes. In the two world wars the battle on the propaganda front was as intense as on the military front. During the freedom struggle in India the Congress Party carried intensive propaganda to promote anti-British feelings.
  8. 8. What is propaganda for socio- political movements • Propaganda can be useful to bring about a change in the policy of the government. In India the propaganda against dowry and sex distinctions led the govt of India to enact laws prohibiting dowry and giving equal rights to women in the matter of inheritance. The propaganda against compulsory sterilization forced the govt to change not only its policy regarding family planning programme but also the name of the Ministry from the Ministry of Family Planning to Ministry for Family Welfare.
  9. 9. What can Propaganda do? • Art and artistic expression serve many functions in political protest, some of them aimed at producing knowledge and solidarity within the group of protesters and others as a means of communicating to those outside what the protest is all about. They also are means of overcoming fear and anxiety in trying situations. Music, song, poetry and works of visual representation are important in creating and communicating a collective narrative, articulating who we are, where we come from, what we stand for and what we are against. Art forms part of the text and texture of political protest, and once codified and objectified serves as a bridge between movements, past, present and future.
  10. 10. • Types of Advertising • Advertising has two main audiences: consumers and businesses. Advertisers inform individuals and businesses what products, services and ideas are available for purchase, their special features, price and location. Advertisers preview new products, services and ideas through local, national and international markets. Advertising permeates all aspects of urban industrial society and has increasingly migrated to the Internet.
  11. 11. • Types of Propaganda • Two of the most recognizable forms of propaganda are political and religious. Political propaganda is especially evident at election time when opposing candidates engage in "mud- slinging" campaigns in order to damage each others' reputation and gain influence. Propaganda is considered one of the most powerful arsenals in politics used to influence public opinion. Religious propaganda comes in many forms and essentially plays heavily on an individual's emotions, encouraging her to behave in a certain way. Other forms of propaganda include presentations that promote sexuality, racism, drugs, and healthcare and lifestyle choices. Propaganda can be positive when it is used to encourage a healthy lifestyle, for example. Propaganda is disseminated to or by individuals and businesses; ethnic, religious and political organizations; and governments at all levels. Special interest groups by the thousands spread propaganda about their particular causes.