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

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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.

http://en.wikipedia.org/wiki/File:We_Can_Do_It!.jpg

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


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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.


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Forms of Advertising

Television Newspaper Internet Radio Print/Billboards


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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.


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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


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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.


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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.


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http://www.gettyimages.com/detail/108354320/Vetta

http://www.gettyimages.com/detail/108354320/Vetta

Persuading people to do something by letting them know others are doing it.


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Advertising & Propaganda Techniques

Bandwagon

Using the words of a famous person to persuade.


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Testimonial

Using the names or pictures of famous people but not using direct quotes.


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Tiger WoodsSerena WilliamsMichael JordanLeBron JamesPeyton ManningMichael Phelps

Derek JeterAlex RodriguezDavid BeckhamPhil MickelsonManny PacquaioFloyd Mayweather

Dale Earnhardt, Jr.Roger FedererKobe BryantEli ManningMaria SharapovaTom Brady


Transfer

The product name is repeated at least four times.


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Repetition

Words that will make you feel strongly about someone or something.


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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.


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Name Calling

Which Technique is Used?


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http://en.wikipedia.org/wiki/File:Unclesamwantyou.jpg

http://en.wikipedia.org/wiki/File:We_Can_Do_It!.jpg

http://en.wikipedia.org/wiki/File:Is_this_tomorrow.jpg

Which Technique is Used?


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