What is the difference between advertising and propaganda
Advertising and propaganda are two words that are commonly used interchangeably and as synonyms, but the truth is that they are two different activities. The advertising and propaganda objectives 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 we want to explain to you what is the difference between advertising and propaganda.
Advertising
Advertising is understood as all those actions designed to disseminate a product or a service with the aim of attracting 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 in advertising that aim to publicize the product or service and promote its consumption or sale:
- Spots or television ads
- Radio advertising (wedges, advertorials, 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
On the other hand, propaganda encompasses actions that aim to attract followers or influence the attitude of the people, that is, it is expected 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 sphere but mainly to issues:
- Policies: electoral campaign, recruitment of members and supporters, etc.
- Ideological: NGOs, associations, armed forces ...
- Religious: capturing faithful to religions and sects
Institutional advertising should not be confused with propaganda, since it is about those messages that the Government of a country addresses to its citizens with the aim of promoting behavior or values, informing about the rights and obligations of society, etc. This type of advertising does not aim to sell or contract, but neither is expected any type of adhesion, but is used to establish communication between public authorities and citizens.
Differences between advertising and propaganda
Although in some countries the terms advertising and propaganda are used indistinctly and as synonyms, the truth is that it is not correct. And there are clear differences between the two:
- Advertising or advertising actions are expected to consume or contract a good or service, propaganda or propaganda are aimed at adhering to an ideology or a change of attitude.
- Advertising is related to the commercial sphere, basically political, ideological and religious propaganda .
- While the objective of advertising is always to get a sale or contract, the purpose of the propaganda is not necessarily linked to a direct monetary exchange .
