1 professional communications communication strategies & technical writing: advertising,...
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Professional Communications
Communication Strategies &
Technical Writing:
Advertising,
Marketing, and
Propaganda Techniques
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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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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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Advertising & Propaganda Techniques
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
Advertising & Propaganda Techniques
Transfer
The product name is repeated at least four times.
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Advertising & Propaganda Techniques
Repetition
Words that will make you feel strongly about someone or something.
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Advertising & Propaganda Techniques
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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Advertising & Propaganda Techniques
Name Calling
Which Technique is Used?
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