Similarities and differences between advertising and propaganda

The term propaganda which is highly contested by many scholars from both the Global North and Global South can be defined as the technique of influencing human action by the manipulation of representation (Lasswell (1927) cited in Severin and Tankard 1988:91). These representations may be spoken, written, pictorial or in a musical form. This makes one to conclude that propaganda is information often inaccurate or biased, which a political organisation, individual publishes or broadcasts in order to influence people. On the other hand, Jowett and O’Donnell (1992:1) argued that propaganda is a form of communication that is different from persuasion, because it attempts to achieve a response that furthers the desired interest of the propagandists. To them, persuasion is transitive and attempts to satisfy the needs of both persuader and persuadee (advertising). From this definition, it can be observed that public opinion and behaviour change can be affected by propaganda. Some scholars viewed “propaganda” as inherent thought and practice in mass culture. This is strongly supported by perception that propaganda functions as purveyor of ideology that is the dominant ideological meaning which is constructed within the mass media. Burnett (1989) viewed propaganda as communication and persuasion. The two terms could be used interchangeably both in literature and communication. The word “advertising” is defined by Biagi (1999) as, 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, advertisement can appear in newspapers, books, magazines, radio, television and social media. It could be argued that like advertising, propaganda is communication that can appear in ora-media, print media and electronic media. Boorstein (1998) says the word “advertise” originally meant to take note or to consider. By 1700’s Boorstein asserts that meaning of the word “advertising “ had changed its meaning. To advertise in America shares three characteristics namely, repetition, style and ubiquity. The word style was the 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”. Advertising is similar to propaganda as justifies by Fletcher (1988) who says that, in both disciplines the “message is specified by its originator, carried by communication systems and intended to influence and or inform an unknown audience. In support of this view, Severin and Tankard (1988), discussed advertising within the context of propaganda. Propaganda like advertising shapes public opinion and sways the masses towards almost any point of view desired by the communication. For instance, in a rally politicians can use propaganda to further their ideology, control and shape the masses attitudes, ideas and behaviour. The same applies to advertising, where an advertisement can be used to control and shape attitude, ideas and behaviour of the masses. Albeit that both propaganda and advertising can be inaccurate or biased, propaganda is mostly used by politicians rather than business. Gordon (1999) argued that truth is not appropriate ethical norm to apply to advertising and propaganda. In both advertising and propaganda is used as a tool by the dominant class who own businesses and control production. In both the dominant class can perpetuate their ideology, hegemony that is the way one thinking and feel about things and further their political interests. Jacques Ellul (1965) focused on the techniques of propaganda and advertising, notably psychological manipulation, which in technological societies, has certain identical results. Qualter (1962) is perhaps, in this essay the only scholar who claims that unlike advertising which is mainly to present and promote ideas, goods or services by an identified sponsor. Propaganda is a deliberately and systematic attempt to shape perception, manipulate, cognite and direct behaviour to achieve a response that furthers the desired intent of the propagandist. It can be concluded that, while advertising creates images that sells products and services, propaganda creates images that manipulate individuals and services the political interests. Severin and Tankards (1998) posits that both advertising and propaganda are a form of persuasion that is subjective. Again it can be deduced that while propaganda is associated with politics, advertising is associated with economics. References Jowett.G.S and O’Donnell.V. (1992). Propaganda and Persuasion. Second Edition. London. Sage Publication. Biagi.S. (1998). Media Impact: An Introduction to Mass Media. New York: Wadsworth. University of Illions Press. Severin, W.J and Tankard. J.W. (1998). Communication Theories: Origins Methods and Uses in The Mass Media. London. Longman. Carver.D.J., Michael.J and Cameron.J. (1974). Collins English Learners Dictionary. London. Collins and Glasgow. Gordon.A., David and Kittress. J.M. (1999). Controversies in Media Ethics. New York.