Similarities and differences between advertising and propaganda

The two concepts are inter-related, although they differ somehow. The word propaganda comes from the “Latin” word “propagare”, which means to spread or grow much as the word propagate which indicates growth or spread. Like advertising, it is believed that propaganda can shape public opinion, and sway the masses towards almost any point of view desired by the communicator. Lasswell (1927) cited in Severin and Tankard (1988:91) defines propaganda as , “ The technique of influencing human action by the manipulation of representations. These representations may be spoken, written, pictorial or in musical form. Thus one can conclude that propaganda is information, often inaccurate or biased which a political organisation publishes or broadcasts in order to influence people. Jowett and O’Donnell (1992:1) assert that propaganda is a form of communication that is different from persuasion, because it attempts to achieve a response that further the desired interest of the propagandist. To them persuasion is transitive and attempts to satisfy the needs of both persuader and persuade (advertising). The word advertising according to Biagi (1999) is any paid form of non personal presentation and promotion of ideas, goods or services by an identified sponsor. In this pretext advertising carries the message that comes to you from the people who pay for it. Like propaganda, advertising can appear in newspaper, books, magazines, radio, television, social network and so forth. Boorstein (1998) says the word” advertise” originally meant to take note or to consider. By 1700’s, Boorstein asserts that meaning of the word, “advertise” had changed its meaning. Boorstein further suggests that advertising in America shares three characteristics namely, repetition, style and ubiquity. The word style was coined by Hopkins (1998) as “brilliant writing”, which has no place in advertising hence, “one should be natural and simple… fishing for buyers as in fishing for bass, one should not reveal the hook”. Fletcher (1988) say both advertising and propaganda specify the messages originator, carried by a communication system and intended to influence and inform an unknown audience. Severin and Tankard (1988) discussed advertising within the context of propaganda. Like propaganda, an advertisement can be true or at variance with the truth. Albeit that both propaganda and advertising campaign can be inaccurate or biased, propaganda campaign is so much into politics rather than in business. Propaganda campaign is used by politician to publish or broadcast in order to influence the public. Gordon (1999) argues that truth is not an appropriate ethical norm to apply to advertising campaign just like in propaganda. Therefore advertising and propaganda is the same thing. It is used as a tool by the dominant class who owns businesses and controls production, who through advertising and propaganda perpetuate their ideology, hegemony that is the manner in which one thinks and feel about things and further their political and economic interest. Both advertising and propaganda corrupts, encourages centralization of feelings, and destroys diversity of experience and corrupt human minds. Lies, distortion, deceit, manipulation, brainwash and psychological warfare are the core factors that influences advertising and propaganda. In short that is what I managed to gather and will be happy to hearing other contrasting views. I found it interesting to research on the two concept and both deals with communication and manipulation of symbols, words and signs to convey certain information that can blind people views. It is indeed an art that each and every member of the society should acquire and use it to the maximum benefit. >