What is Advertising and how to use it in the best way for your brand success – WAU
Propaganda is a strategy of persuasion for ideological purposes, with the objective of promoting some idea, principle, doctrine, cause or practice. For this, she appeals to psychological resources, which move emotions, opinions and feelings, and motivates action based on them.
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In the 17th century, the Catholic Church undertook a great expansion around the world in search of new believers for Catholicism.
In the 1940s, Germany lived dark years in its history, under the command of Adolf Hitler and his Nazi ideology.
Okay, but what do these two historic moments have to do with? And, mainly, why are they being mentioned in a blog about Content Marketing?
THE advertising is what ties it all together! It was through it that Catholicism and Nazism gained so many followers and strengthened themselves to the point of being marked in world history.
And these two movements have also influenced the evolution of marketing. Since they had so much power, the techniques developed to persuade the population serve as inspiration for brand strategies today.
So, now let’s talk about advertising! In this post, you will learn about the concept and historical relevance of advertising, as well as the techniques that were used and that you can still apply today. Follow:
What is advertising?
Advertising is a persuasion strategy for ideological purposes, in order to promote any idea, principle, doctrine, cause or practice.
For this, she appeals to psychological resources, which move emotions, opinions and feelings, and motivates action based on them.
In its etymology, the term “propaganda” comes from the Latin propagate, whose origin goes back to agriculture and the idea of spreading the production of vines.
But it was in the 17th century, with the expansion of the Catholic faith around the world, that propaganda was used, for the first time, to spread ideologies.
From then on, the practice became associated with political, social and religious contexts, in which the objective is to propagate an idea.
After all, what is the difference between publicity and advertising?
Ah, this is an old marketing controversy! Whoever enters a course in Publicity and Propaganda is soon faced with this question in the first subjects. So, let’s try to resolve this issue now!
The origin of the confusion
First, why is there such confusion between concepts?
The terms advertising and publicity have similar meanings. Advertising, as we said, comes from propagate, which means to broadcast. Advertising has its origin in Latin publicus, which designates what is known, which is open to the community.
In English, the practice of advertising is called advertising, whose origin is in Latin adverte, which refers to the act of get someone’s attention. There are also the terms publicity (dissemination of information in the media) and advertising (propagation of persuasive messages).
All concepts are very similar. But when it comes to translating into London London, things got even more complicated.
In the area of administration, the term advertising was translated into advertising, and publicity for advertising. In the area of communication, advertising became advertising, and publicity it became propaganda. Then it became confusion.
The main difference
In order to standardize terms between advertisers, agencies and vehicles in the country, CENP (Executive Council for Standard Norms) says that publicity and advertising are the same thing: “any paid form of dissemination of ideas, goods, products or services”.
In practice, the market uses the terms interchangeably. However, in college theory, the essential difference is that advertising is intended to promote companies, products and services, while advertising is in the field of causes and ideologies.
This is what we explained at the beginning of the text, and it is this difference that we will consider in this post. However, we need to clarify that, in today’s marketing, nothing is as black and white as that.
Reflections on concepts
According to Philip Kotler, we are in the era of Marketing 3.0, in which consumers no longer want to know that the product is good for this or that. They want to understand the brands’ commitment to building a better world.
Therefore, the trend in marketing is no longer to focus on the company or the product, but on the brand purpose. Thus, communication focuses on the promotion of causes and ideas. Could we consider, then, that they are advertising?
And what about politicians and churches? It is not new that ideologies and faith are overlapped by commercial interests, as if politics and religion were products for sale to a target audience. Thinking like that, can’t you say that they are advertising?
The concepts are very close, both in London and English, and are even more confused in the current world. Therefore, we do not want to find a definitive answer here, but it is worth reflecting.
Types of advertising
Now that we have explained the concepts, let’s see what types of advertising exist (considering that this practice is in the ideological and non-commercial field). Check out:
Understands the efforts of parties, candidates and governments to win votes, attract supporters, strengthen their image or persuade about their ideological line.
During the 20th century, political propaganda became a powerful tool for the establishment of totalitarian regimes (we will see some examples later).
Therefore, it is a very broad practice, which can be broken down into other types of propaganda that we will see below (electoral, partisan, etc.).
It happens specifically at the time of the elections, with the intention of spreading the name and candidacy for political office to the population. For this, parties and candidates use the most diverse strategies, from the famous rallies to digital marketing.
In London, the TSE (Superior Electoral Court) is responsible for regulating electoral propaganda to prevent the abuse of economic power and preserve equality among candidates.
Within the political propaganda, there is also the party, which has the objective of disseminating ideals, political party programs and proposals for the population. It is also regulated by the TSE in London.
It is not necessarily linked to an election or a candidate. The main purpose is to attract supporters and affiliates and, thus, consolidate the party and its ideologies in society.
Still within the party propaganda, we have the intraparty party, aimed at the party members and carried out by the affiliate who wants to strengthen his name for the dispute of a future election.
Government propaganda it is also politics, carried out by the government and its institutions.
It can have different objectives: to render accounts, inform the population, publicize events and campaigns, raise awareness about a cause or sustain the government’s image. It is important to note that, in London, it is not allowed to promote the image of any authority.
War propaganda can also fit into government propaganda, although conflicting groups are not always represented by a government.
The purpose of war propaganda is to recruit soldiers, spread an ideology and attack enemies. As we will see later, it was in the First World War that it became a powerful war tool.
Historically, religions have always sought new adherents to spread their message. Initially, it took place through personal testimony, then through music, fine arts and written press, and today through the internet.
That is how the Catholic Church expanded its religious dominion around the world. And that is how current evangelical churches have achieved significant growth in London.
Famous advertisements in history
Propaganda played a decisive role in human history. Without it, perhaps some movements would not have achieved so much power (for better or for worse …). Let us now see the role of advertising in important historical moments:
The Catholic religion inaugurated the use of the word propaganda as a diffuser of ideas. In the 17th century, the Church’s intention was to expand the Catholic faith into the New World. After all, the more faithful she had, the more power she would have.
Then, in 1622, Pope Gregory XV created the Congregation for the Evangelization of Peoples (in Latin, Congregatio de Propaganda Fide), with the mission of converting the peoples of the new lands, including London, to Catholicism.
The bell, the cross, the processions, the cassock, the Latin, the Bible – all these symbols became propagators of the faith. As in current marketing, the strength of the brand and icons was instrumental in the success of the missionary enterprise.
Protestant Reformation Propaganda
While the Church undertook missions for the New World and held power in Europe, the Protestant Reformation in Germany, led by Martin Luther, emerged.
Instead of symbols and images, the movement was strengthened by the written word, based on Luther’s pamphlets. Therefore, although the Latin Bible inaugurated the use of the press, it was with the Protestant Reformation that Gutemberg’s invention revolutionized the spread of ideas.
World War I Propaganda
One of the most emblematic posters in the history of advertising appeared in the context of the First World War (1914-18). The image of Uncle Sam with his finger pointing forward is of impressive persuasive power.
Posters like this were widely used by countries at war to recruit young soldiers and win public support. O feeling of patriotism, the joy of defending the nation, the repudiation of enemies, the rationing of food and the encouragement of donations were the recurring themes of war propaganda.
In the United States, the government hired journalist Walter Lippman and psychologist Edward Bernays to design advertising strategies, which later became the basis for mass communication theories.
It is impossible to talk about the history of advertising without going through one of its darkest periods: Nazism.
Joseph Goebbels, who commanded the Reich Propaganda Ministry from 1933 to 1945, was responsible for controlling the press and the arts in Nazi Germany. In his hands, Nazi propaganda managed to win the Germans’ loyalty to Adolf Hitler’s tyranny.
At that time, advertising techniques were improved and organized, with the clear objective of indoctrinating the people with psychological resources.
In this way, Nazi ideals took over the German media, while everything that was against them was censored. The burning of 25,000 books and the film “Triumph of the Will”, by Leni Riefenstahl, are two examples of the action of Nazi propaganda.
Cold War Propaganda
During the Cold War, war propaganda once again showed its power, with even more creative resources.
Films, commercials, characters and radio and television programs were used by the United States and the Soviet Union. Within and outside its borders, the aim was to influence in favor of capitalism and socialism, respectively.
The US propaganda showed the American way of life. Hollywood films, such as 007 (which fought Russian enemies), and even cartoons, such as Pica Pau (which has the colors of the flag and always gets along!), Were used for this.
The Soviet Union, on the other hand, sought to value the achievements of workers with socialism, in order to promote an egalitarian society. The conquest of space and sports were widely used in socialist propaganda.
Propaganda in the London military regime
In London, political propaganda was also strong in one of the most striking periods in our history. The dictatorial government (1964-85) used images, slogans, the press, censorship and sport as weapons to conquer public opinion and legitimize the Military Regime.
One of the main themes of military propaganda was the pride, represented by the emblematic slogan “London: love it or leave it”, which demonstrated not only the nationalist sentiment, but also the attitude towards opposition to the regime.
The government also took advantage of the success of the London team in the 1970 World Cup and created the hymn “Pra Frente Brasil”, performed until today.
Barack Obama’s electoral propaganda
Technology and new media have enhanced the power of advertising.
Barack Obama was one of the first to use the internet with mastery. The campaign for the US presidency in 2008 became a case of election propaganda.
Obama used the power of targeting and personalization from digital marketing to raise campaign money and engage voters.
Unfortunately, propaganda also empowers extremist groups. One of the worst examples today is the Islamic State, which has been using propaganda to recruit soldiers from around the world.
To this end, the contents range from mass beheadings, which intimidate their Western enemies, to instructions on how to organize attacks.
This type of propaganda provoked the reaction of the internet giants, Google and Facebook. Accused of collaborating to spread extremist ideologies, they have already said they will improve the technology to block publications by terrorist groups.
The perception that advertising is capable of influencing people was the reason for it to be used in so many historical moments, as in the examples we cited.
Not by chance, in the interwar period (1918-39), the effects of mass propaganda used in the First World War were studied and gave rise to one of the main theories of communication: the Hypodermic (or Bullet Magic) Theory.
According to this theory, which is now outdated, the media message reaches all recipients equally as a “hypodermic syringe injection”, Causing a fast and powerful effect.
And that was exactly what was seen in the propaganda of that time. The media was able to direct the population in almost any direction the communicator wanted. Even in totalitarian regimes or ruthless wars, the message was absorbed by the population.
Thus, the persuasive power of advertising was realized. It was even worth lying if the content helped to sell a product or serve some economic or political interest. And in that way, the misleading advertising.
In reaction to it, society began to move. In 1938, the United States already showed signs of concern, with the promulgation of the Wheeler-Lea Act through the Federal Trade Commission – FTC, responsible for regulating commercial relations.
In London, society took a little longer to organize. Advertising became regulated by CONAR only in the 1970s, at the initiative of the advertising market itself. And in 1990, the Consumer Protection Code was created.
In these regulations, any advertising message that contains falsehoods (in whole or in part) or omission of information and that, for this reason, misleads the consumer in relation to products and services is considered misleading.
Only they refer only to what we call advertising in this post, not advertising. Then, a reflection is worth: are the voters and the faithful protected?
Political, electoral and government advertising is regulated by other codes, but there is no specification on misleading advertising. The nuns lack specific legislation or self-regulation.
8 advertising techniques you can use in marketing
In order to attain the power of influence – and, it can be said, manipulation – of the masses, propaganda was extensively studied. Thus, some persuasion techniques that are still used in marketing today.
We selected some of them, which you can also use in your strategies. We emphasize that, in this list, there are only legal practices, since false advertising and the appeal to fear, for example, are not allowed by London law. Check out:
1. Appeal to authority
It means using the testimony or image of an authority (someone who has a social standing or a hierarchical position) to validate an idea or argument.
For your brand, for example, you can present the testimony of a prestigious customer within your market about the quality of your product.
However, when the statement is based only on its credibility, and not on reason, it becomes a fallacy. So, if you want to use an authority to strengthen an argument of your brand, make sure to base the expert’s speech.
This technique is used to disapprove of the idea or action by a group that has unwanted behavior by the target audience. In Nazi propaganda, for example, the Germans were led to believe that the Jews hurt the country’s economy.
This technique can be used in awareness campaigns. For example: an advertisement that shows the actions of those who combine alcohol and driving wins the public’s disapproval for this attitude.
3. Domino effect (Bandwagon)
Do you know the maria-vai-with-as-others effect? That’s what the domino effect is all about. Advertising shows that if everyone is doing it, you should do it too to feel fulfilled.
And do you know where that often happens today? In digital marketing! THE social proof is one of the most used features by Facebook. For example, when it shows that your friends liked a post, you are motivated to like it too.
Vague slogans and slogans were widely used to win the support of the general population. Although they are strong, the phrases do not say much. They emphasize love, honor, glory, peace, freedom – values that can hardly be resisted.
Today, it serves for generalist brand communication, which will not encounter barriers in any public, but will make it difficult to identify with segmented groups.
5. Virtuous words
This technique uses the target audience’s value system to create a acceptable and engaging speech. Words like happiness, hope, security, leadership and freedom are used to arouse the emotions of the recipient of the message.
So, if you want to win public support for your brand, think about your audience’s values and use them in your communication to generate this emotional connection.
6. Terms of effect
It is more of a technique that seeks the power of words. Effect terms use emotional appeal to create impactful phrases, which are not analyzed in the light of reason.
Here are some examples: “work liberates” (Nazism), “London: love it or leave it” (military dictatorship) and “no step back” (Soviet Union). Every phrases are touching and dramatic.
For your marketing, here’s the tip: value the power of a good slogan. He may be able to synthesize the essence of his brand, generate immediate public identification and facilitate recall, especially when they are creative.
7. Common man
It is advertising that uses language (visual and textual) and the thoughts that the target audience is used to using. Thus, it generates an identification and arouses confidence for the message to be accepted and propagated.
The persona study in digital marketing is closely related to this technique. You analyze the public’s profile to learn how to communicate properly with them and answer their questions and needs.
In electoral propaganda, it is also quite common to portray people who represent the average London population. The intention is to show that the candidate knows how to communicate with everyone.
This technique seeks to transfer the qualities of a person or an entity to another, in order to make it more acceptable.
The London dictatorship has a good example of this. After the 1970 World Cup, the national team was invited to Brasilia, and President Médici made sure that Pelé was always at his side in the photos. I wonder why?
For your brand, it’s worth thinking about transfer power of influencers. They are admired by your audience, so associating them with your product positively influences consumer choices.
Anyway, did you enjoy reading about advertising? With this historical background, you can see that advertising was often (and still is) used to manipulate the population.
Although today the consumer is more informed and mature, advertising still has a lot of power, especially among the most vulnerable audiences, such as children and the elderly. Therefore, for you who work with marketing, here’s the tip: the ethic must always be present.
So, now that you know everything about advertising, increase your knowledge with our post on types of marketing!