Order Effects Theory
Propaganda versus Marketing

The quick and dirty.

  Persuasion                Primacy|Recency                 One-Sided|Two-Sided          Climax|Anti-Climax

                  Truth Effect                Propaganda|Marketing                    Conclusion                     References

Propaganda has derived negative connotation, in large part due to the association with Hitler’s Nazi regime. Propaganda has also assisted in worthier causes, such as the Civil Rights movement and the American Revolution. Despite these political uses, there are several key implications associated with propaganda that marketers and advertisers should be aware of. In fact, marketing has much in common with propaganda. They can both be defined as forms of communication that employ the “widespread promotion of ideas” (Anderson 24-26). Marketing and propaganda can both be characterized as “well-organized, well-planned attempts to influence the attitudes, perceptions, and actions of a targeted audience” (Anderson 24-26). The two forms of messaging are decidedly similar, utilizing the most basic principles of communication and persuasion.

Other similarities between propaganda and marketing include: consistent messaging across all mediums, including the newest technologies. This quick adaptation is led by organizations with strong cultures and leaders. Knowledge of the audience and culturally relevant messaging can also be attributed to each form of communication. Additional impact can be created by using experts and opinion leaders that provide source credibility to a campaign, thereby tapping in to the beliefs and core values of their audience. Finally, “repetition, exaggeration, innuendo, emotional language, intense visual images, and catchy slogans” are each used to appeal to the audience (Anderson 24-26). Sounds a lot like Nike, Marlboro, and Disney, even if their techniques are not considered propaganda, per say.

So, what is the greater of the two evils, you may ask? The main difference between the forms of communication is the flow of information. Marketing and advertising yield to the consumer, relying on feedback and mutual understanding. Propaganda however, has a fixed goal in mind that travels unilaterally “from the propagandist to the target audience” (Anderson 24-26). Other than influence, there is no regard for the audience. Ah-ha!

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