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Research Paper example - how airlines company use Propaganda technique in Advertising
Pages 5 (1255 words)
How Airlines Companies Use Propaganda Techniques in Advertising Introduction There is some controversy regarding the nature of and relationship between advertising and propaganda. The more traditional authors consider advertising as a special form or specie of propaganda, the purpose of which is to gain the allegiance of a mass market (McGarry 131), implying the indoctrinating nature of propaganda…
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McGarry sees propaganda as undermining the will; Lopez & Thompson see it in the context of engagement. Others go further to equate propaganda with marketing dictatorship (Brady, 15). By clarifying and redefining the nature of propaganda in the modern context of advertising, it is possible to conceive of the ethical use of propaganda by a firm to market its product. Businesses that produce intangibles such as services would benefit most by the creative use of propaganda. Context/Problem The global market for air passenger transport has grown exponentially, averaging 5% growth each year for the past 30 years. There are more than 2,000 airlines that operate more than 23,000 aircraft, serving over 3,700 airports, making 28 million scheduled flights and transporting over 2 billion passengers (IMAP, 2011). At the same time, demand for passenger flight has significantly decreased as a result of the World Trade Center and Pentagon attacks in September 11, 2001, involving the hijacking and crash of three commercial aircraft, although the market has somewhat recovered since then. The increase in capacity for flights and fluctuations in demand due to political concerns has constricted the market for airlines and heightened competition among the industry players. ...
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