: 20 de enero de 2022
La publicidad y la propaganda son dos herramientas distintas y poderosas utilizadas por los medios para influir en la mente del público en general. Están interrelacionados en la medida en que ambos surgieron a fines del siglo XIX y principios del siglo XX como resultado del aumento de la producción a gran escala y algunos eventos políticos notables, especialmente las guerras mundiales.
Para atraer la atención del público, ambos hacen un uso extensivo de los medios ( impresos y electrónicos ) y la tecnología y una variedad de símbolos.
Publicidad vs propaganda
La principal diferencia entre Publicidad y Propaganda es que la primera es una práctica o una técnica utilizada para llamar la atención del público en general sobre un producto o servicio en particular y para persuadirlos de que respondan de cierta manera. La información transmitida a través de anuncios es objetiva pero está sesgada hacia la promoción de ciertos productos o servicios.
La publicidad se refiere a las técnicas y prácticas utilizadas para presentar productos, servicios o causas a la atención pública para convencerlos de que piensen y respondan de cierta manera.
La propaganda, por otro lado, se define como un intento sistemático de influir en las mentes y emociones de un grupo objetivo para lograr un propósito específico. Se realiza mediante la difusión de información que a menudo es sesgada y manipulada.
Este último, por otro lado, implica la distorsión de la información y la manipulación de símbolos para soportar un punto de vista particular. La comunicación en Propaganda es una – direccional y no hay necesidad de demostrar si la información difundida es verdadera o no.
Tabla de comparación entre publicidad y propaganda ( en forma tabular )
Parámetro de comparaciónPublicidadPropagandaDefinition Es una técnica de comunicación utilizada por las empresas para atraer la atención de los consumidores hacia sus productos o servicios. Se describe como la transmisión de información distorsionada o manipulada para apoyar una visión o iniciativa particular. Intención Para moldear las preferencias de los consumidores en apoyo de un producto o servicio en particular. Para moldear las mentes de las personas en apoyo de una idea o programa en particular se utiliza principalmente en el ámbito del mercado para promover ciertos bienes, servicios o causas. Se utiliza en todas las esferas de la vida – social, política y económica. Pero se usa de manera más prominente en el ámbito político. Información difundida Hecho – basado Manipulado y distorsionado Consecuencia Conduce a un aumento en las ventas y ganancias de las empresas. Conduce al triunfo de una idea o iniciativa particular sobre otro.
¿Qué es la publicidad?
Es un método de comunicación que se utiliza para promover ciertos productos, servicios o causas para persuadir a las personas de que respondan a ellos de una manera particular. Es una de las cuatro claves del marketing y la naturaleza de la comunicación es persuasiva y no personal -.
Los anuncios se utilizaron por primera vez en los periódicos semanales de Londres en el siglo XVII. Para el siglo XVIII, tales anuncios prosperaban. Sin embargo, fue solo en el siglo XIX que se establecieron las primeras agencias de publicidad. Actuaron como un corredor que hacía espacio en los periódicos. A principios del siglo XX, producían mensajes publicitarios que incluían copias y obras de arte.
Los anuncios publicitarios están respaldados principalmente por empresas que aspiran a publicitar sus productos o servicios. Sin embargo, también se pueden usar para difundir mensajes de servicio público para publicitar causas, organizaciones benéficas o candidatos políticos.
Aunque basado en hechos -, los anuncios están diseñados de tal manera que crean una impresión en la mente de las personas y los influyen para suscribirse a los productos o servicios que se promocionan. Por ejemplo: una variedad de símbolos y pantallas gráficas llamativas se utilizan en anuncios para llamar la atención de las personas.
Algunos de los principales medios a través de los cuales la publicidad impregna la vida de las personas incluyen:
- Medios impresos: incluye periódicos y revistas.
- Medios de transmisión: incluye radio y televisión.
- Medios secundarios: admite medios impresos y de difusión, p. carteles y vallas publicitarias.
- Redes sociales: con la creciente popularidad de Internet, las redes sociales se consideran un medio importante para la publicidad. Por ejemplo: Google, Facebook, etc.
- Colocación del producto: se refiere a la práctica de obtener exposición para los productos presentándolos en programas de televisión y películas.
- Marketing directo: implica la promoción de productos o servicios mediante el establecimiento de contactos individuales con los consumidores potenciales, p. correos, mensajes, textos, etc.
La publicidad se distingue de la venta personal en términos de sus diferencias en el tipo de comunicación. A diferencia de la venta personal, el mensaje transmitido en Publicidad no es personal -. Es decir, no está dirigido a un individuo específico.
También difiere de las relaciones públicas en la medida en que el contenido del mensaje difundido en la publicidad está firmemente controlado por sus patrocinadores.
En muchos países, la publicidad sirve como una fuente importante de ingresos para los medios a través de los cuales se realiza.
¿Qué es la propaganda?
Se define simplemente como la difusión de información que a menudo se manipula o distorsiona para obtener el apoyo de las personas por una causa ( a menudo política ) o un punto de vista.
El origen del término se remonta al siglo XVII. Primero recibió la moneda de una organización misionera establecida por el Papa en 1622 llamada Congregatio de Propaganda Fide i.e. Congregación para la Propaganda de la Fe – para referirse a la transmisión de sus doctrinas.
El término a menudo se usa con una connotación negativa principalmente debido a su uso extensivo por parte de la Alemania nazi y la antigua Unión Soviética para reunir apoyo para sus ideas y programas durante el período de guerra inter – de 1919 a 1939.
Mientras difunden información, los propagandistas enfatizan aquellos elementos de la información que respaldan su causa o punto de vista y de – enfatizan aquellos elementos que no respaldan sus puntos de vista o causa. Para obtener apoyo para sus puntos de vista, los propagandistas también transmiten mentiras y declaraciones engañosas. Esta naturaleza manipuladora de la información transmitida por Propaganda la distingue de Publicidad.
La propaganda se usa en todas las esferas de la vida – social, económica y política. Pero es más profundo en el ámbito político.
Algunos de los principales elementos de la propaganda son los siguientes:
- Métodos de presentación: El arte de la presentación constituye el corazón de la propaganda, ya que es a través de la presentación que una mentira o una verdad a medias – se puede transformar en verdad y viceversa. –
- Técnicas para llamar la atención: después de la presentación de una visión particular, el siguiente paso es llamar la atención del público objetivo. Para eso se utilizan una variedad de métodos, como radio, televisión, películas, medios impresos, conferencias e internet, etc.
- Dispositivos para obtener respuesta: Uno de los principales objetivos de la propaganda es evocar una respuesta favorable del público objetivo. Para eso, el propagandista utiliza una variedad de símbolos, imágenes, llamamientos sentimentales y emocionales.
- Métodos para obtener la aceptación: El objetivo final de la propaganda es ganar aceptación entre las personas para que la visión, la idea, causa o producto se convierte en parte del sentido común de las personas.
Diferencias principales entre publicidad y propaganda
- Ambos términos se refieren de alguna manera a moldear las opiniones y elecciones de las personas en una determinada dirección y, por lo tanto, a menudo se confunden entre sí. Pero en realidad, son completamente diferentes entre sí. La diferencia básica entre Publicidad y Propaganda es que la primera está relacionada principalmente con el ámbito del mercado, mientras que la segunda se usa de manera más prominente en el ámbito político.
- La intención principal de la publicidad es moldear las preferencias de los consumidores y persuadirlos para que compren un producto o servicio en particular. La propaganda, por otro lado, tiene la intención de moldear las mentes de las personas e influir en ellas para que se suscriban a una idea o iniciativa en particular.
- La información transmitida a través de anuncios está sesgada hacia un producto o servicio en particular, pero se basa en hechos y presenta todos los aspectos de ese producto. Por el contrario, la propaganda tiene que ver con la distorsión y la manipulación de la información para reunir el apoyo de las personas para una visión o programa en particular.
- Aunque tanto la publicidad como la propaganda se hicieron populares a principios del siglo XX, la primera fue el resultado de la aparición de la producción en masa -. Si bien este último surgió como resultado de algunos eventos políticos importantes, especialmente las Guerras Mundiales.
- Un buen anuncio permite a una empresa obtener más ganancias a través de una mayor venta. Si bien una propaganda exitosa resulta en la victoria de una idea o programa en particular sobre otras ideas o programas contendientes.
Síntesis
La publicidad y la propaganda a menudo se usan indistintamente sin tener en cuenta la diferencia básica entre ellos. Esto sucede porque las técnicas utilizadas por ellos para apoyar ciertas ideas o productos son a menudo similares.
Pero es importante comprender que, aunque ambos usan la información como una herramienta para influir en las mentes del público, en caso de propaganda, la información está mayormente distorsionada y manipulada para adaptarse al interés del propagandista. Sin embargo, en Publicidad, la información falsa y distorsionada no se puede usar, ya que eso conduciría al deterioro del poder de marca del Anunciante.
- https://muse.jhu.edu/article/484935/summary
- https://search.informit.com.au/documentSummary;dn=818812381907979;res=IELHSS
- https://uhpress.hawaii.edu/product/the-thought-war-japanese-imperial-propaganda/
Contenido
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