In the journalism field, sometimes individuals get the two professions- public relations and advertising confused. Although in some aspects they are connected, they are truly different from each other. By definition, public relations is the anticipating, analyzing, and interpreting public opinion, attitudes and issues that might impact, for good or ill, the operations and plans of the organization. In simple terms, public relations help an organization and its public adapt mutually to each other.
By definition, advertising is the activity of attracting public attention to a product or business as paid by announcement in the print, broadcast, or electronics. Specifically, advertising and public relations contrast due to simple notion that public relations is not controlled and advertising is control and paid for. The placement, message, and size of the advertisement is controlled by the media outlets. Advertising involves getting someone to buy a product, to believe in something you want, and to act a certain way. Advertising uses persuasive techniques to attract consumers such as testimonials, plain folks pitch, snob appeals, bandwagon, and emotional appeals. In contrast, public relations are not limited to factors such as placement, size, time, and message. Public Relations use press releases carefully craft a message to promote an organization’s point of view. When crafting the message, they consider the goals of their company, audience, and the media outlet.
In this advertisement, the persuasion technique used is snob appeal. Specifically, LeBron James sneakers are sponsored by Nike. Nike uses superb athletes to get the attention of consumers to buy Nike affiliated products. With the words” We are all witnesses” effectively emphasizes the level of personal prestige of LeBron James. Thus, consumers become attracted to Nike Products. Nike has hopes that consumers will think that “if LeBron James is wearing these products, then I have to get them”. Therefore, the technique is effective in the advertisement.