Publicity and propaganda These are two words that are commonly used interchangeably and synonymously, but the truth is that they are two different activities. The advertising objectives and propaganda they are different, so one action should not be confused with the other. It is important to know what each term refers to in order to use them properly and that is why in OneHowTo we want to explain what is the difference between advertising and propaganda.
Advertising
Advertising is understood to be all those actions aimed at promote a product or service in order to attract buyers or users. Advertising is included within the 4 P’s of marketing and the marketing mix, and its purpose is mainly commercial.
In this way, a large number of activities or techniques are included within advertising that aim to publicize the product or service and promote its consumption or sale:
- Spots or television commercials
- Radio advertising (commercials, infomercials, etc.)
- Print ads in press
- Online advertising
- Outdoor advertising (billboards, canopies, public transport …)
- Product placement or product placement
- Advertising at the point of sale
- Branding
- Sampling or product samples
- Guerrilla marketing actions
- …
Propaganda
Instead, propaganda encompasses actions that aim to attract followers or influence attitude of people, that is, it is hoped to convince the public to adopt a certain attitude or adhere to a certain group or belief.
The propaganda is not linked to the commercial field but mainly to issues:
- Policies: electoral campaign, recruitment of affiliates and supporters, etc.
- Ideological: NGOs, associations, armed forces …
- Religious: recruitment of faithful to religions and sects
Not to be confused institutional advertising with propaganda, since it is about those messages that the Government of a country directs to its citizens with the aim of promoting behaviors or values, informing about the rights and obligations of society, etc. This type of advertising is not intended to be a sale or contract, but neither is any type of adhesion expected, but rather it is used to establish communication between the public power and the public.
Differences between advertising and propaganda
Although in some countries the advertising and propaganda terms indistinctly and as synonyms, the truth is that it is not correct. And there are clear differences between the two:
- The advertising actions or advertising expect the consumption or contracting of a good or service, the propaganda or propaganda are aimed at adhering to an ideology or a change of attitude.
- The advertising is related to the commercial field, the propaganda basically to the political, ideological and religious.
- While the objective of advertising is always usually to achieve a sale or contract, the purpose of advertising is not necessarily linked to a monetary exchange direct.
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