In this article we will address a deep topic and of great importance for those who want to be specialists in Marketing. An issue that will test your ability to perceive subtleties: the difference between Advertising and Propaganda. Guest Author Mar 6, 20 | 7 min read what-is-the-difference-between-advertising-and-propaganda Many times we think that advertising and propaganda are synonymous and, even, we use the terms interchangeably. What if we told you not to? And if we affirmed, for example, Germany WhatsApp Number List that a company does not have the capacity to make propaganda, what would you say? It made you curious, didn’t it? So, you are in the right place because today – metaphorically speaking – we are going to destroy all those stiff paradigms! Get ready to enter another level of dialogue. Are there similarities between Advertising and Propaganda? Obviously, if they are confused, it is because they have something of similarity. Both:They work with communication They communicate, but in a different way. Advertising communicates truths, certainties and values with the aim of making them common sense, while advertising informs about a product that solves a problem in your day-to-day life. They need disclosure They are conveyed in the different media formats. They use artistic forms to convey concepts They use symbols, creative texts, images, movies and music. Everything that is extra everyday and produces a certain charm is used by them.
They carry out strategies They are meticulously planned in order to achieve their objectives. The 5 main differences between Advertising and Propaganda Let us now turn to the differences between these two terms. Continue reading! 1. Semantics To begin with, there is a difference in what each word means. Propaganda It comes from “propagate” which means to disseminate and reproduce, in this case a system of ideas . Propaganda was born from the need to propagate ideas and multiply them, without these ideas necessarily being based on a product . They are generally linked to political, religious or military matters, as we will see later. Advertising Advertising, on the other hand, is much more associated with the world of Marketing , since in this area we work with the concept of the target audience. As time went by, the word “advertising” became increasingly related to the fact of making public information or an offer of a product for a specific audience, that is, advertising. 2. Objectives The objective is what you want to achieve, in the case of propaganda it is to install a truth, while that of advertising is to sell a product. Propaganda creates ideological frameworks, acts in the field of thought to, consequently, modify our behavior. The publicity, however, uses an ideological framework already exists to provide a solution to a problem of that lifestyle.
Example: the flat earth theory and the cruise around the world The case of that narrative, which is so fashionable, is a good way to illustrate the difference in objectives between advertising and propaganda. It could be pigeonholed into politics and the most interesting thing is that it is not born from power, but from a group of people who, according to them, want to spread a new perception to free us from a deception of which the whole of society is a victim. They do not sell a product or a lifestyle, but, through materials, meetings and dialogues, they try to gain followers so that the idea is reproduced. In turn, in the case of the cruise, he only wants to make public an offer so that those interested know that there are tickets for sale and that they can make a trip around the world for a certain value (and incidentally verify what we all know, that the Earth is spherical). 3. Dimension This is where we explain why a company cannot advertise , but rather advertise, because a company not only does not have the objective of changing the ideological context in which it conducts its business, but it also does not have the necessary structure for that. For propaganda to work we must use all available means of dissemination. I’ll give you an example. There is a worldwide trend to include insects in our diet. As much as we hire the best advertising company in the world, it will be difficult for us to change our habits so drastically.
Now, if we place it in the perspective of a change in perception to combat malnutrition and hunger in the world carried out by the UN, including the subject in educational programs and using the national communication chain of each country, it is more likely that we accept that “truth” over time. For this, an investment in dissemination is necessary, which is in the dimension of countries, not companies. That’s why the flat Earth theory, thankfully, is no more than a cute conspiracy theory. 4. Nature The nature of propaganda is to modify a current system of ideas and change it for another, while the nature of advertising is to provoke an action in the receiver. Examples: Uncle Sam and Camel cigarettes The famous image of Uncle Sam is one of the most famous commercials out there. What truth did you want to spread to your recipients? Your country needs you! Going to war is not a product, it has no benefit, so that they voluntarily enlisted it was necessary to install a truth of patriotic transcendence. The Camel cigarette brand, at the same time, advertised its product with the slogan “the taste of home.” This did present a benefit, since in the long days in the battle front a cigarette brought the soldiers a bit of peace, therefore, it provoked the action of buying cigars and sending them to the soldiers. 5. Theme This is where we can see the differences and understand a little better everything we talked about earlier. Propaganda Surely you searched on Google information about “propaganda and publicity” and inevitably examples were linked to the Second World War.
It is that this situation caused the need to install truths to change the habits of the populations of the participating countries:the men had to get ready to go to the front: Your country needs you ;women had to take the place of men in the production chain: we can ;freedom of expression was inhibited due to the danger of spies: Be careful what you say ;food production had to be reformulated: The fruits of victory ; Alliances had to be broken once the Second War ended , as was the case with the strong anti-communist propaganda in the US: America under communism . anti-USA in the former Union of Soviet Socialist Republics – The Millionaire . In other words, the propaganda functioned as a quick way to install a change in consciousness caused by the need to face a state of exception, such as war. Advertising On the other hand, advertising, like commerce in general, needs peace to prosper. It is very difficult in times of war to develop service companies or consumer goods that are not linked to what is strictly necessary.
That is why its themes generally refer us to situations of daily life in which we need a certain product. 6. The depth of consciousness shift Advertising seeks that you recognize a need, propaganda that you change your state of consciousness. Yes, I know it sounds like a conspiracy theory, but actually propaganda is also very useful, let’s see an example of the two working together. For example, the measles outbreak in some Latin American countries due to the anti-vaccine movement. It was necessary, at a political level, to reaffirm a truth that evidenced the effects on public health, a reflection campaign on the importance of vaccinating ourselves and our children. At the same time, it was necessary to purchase vaccines from the government and advertise the times and places where they would be distributed to the population. The dark side of propaganda This part may sound a bit ugly because what we are going to say is very delicate, but basically propaganda manipulates ideas to achieve its objectives. Hence the sad fame of Paul Joseph Goebbels (Minister for Public Enlightenment and Propaganda of the Third Reich and one of Hitler’s closest collaborators) who, through false scientific theories, sought to justify ethnic hatred.
The 11 principles of propaganda that we must forget There are 11 principles of propaganda created by Goebbels, which we will not reproduce here, nor should they ever be reproduced, in which he establishes a macabre truth-building process. Why do we mention them then? Just so you know that these principles, unfortunately, are widely used in the creation of fake news, one of the great problems of our time. The bad publicity of propaganda We have come to the end of an atypical article with a long history that always takes us to a sad memory of not too distant times in which propaganda was discredited by being used by people of doubtful morals. Fortunately, today we know that when propaganda is used well it is a great tool, in the same way that advertising, when done following good practices, is an art that, in addition to selling, entertains, educates and communicates. And now that you know a little more about the difference between advertising and advertising, download our free ebook on concepts and applications of Advertising and become a specialist on the subject.