The Use Of Native Advertising - 1288 Words

The use of native advertising, which is defined as advertising disguised as editorial content, has skyrocketed in the past few years. It is used everywhere, from magazines to social media. This has become more prevalent in recent years, especially on social media. However, ethical concerns have risen following the advent of mass use of native ads in mainstream media. The ethical concerns focus on the fact that many individuals cannot distinguish native ads from editorial content. As a result, the Federal Trade Commission has been adamant about regulating these ads through the release of native advertising guidelines in 2015. One of the central focuses of the guidelines is the labeling of native ads as advertising or sponsored†¦show more content†¦Pull out all the stops, have an adventure, and let Pepsi help you have a #realbigsummer! (BuzzFeed 2014).† Toward the end of the article, Pepsi was named again. â€Å"Stuck inside? No worries! You can still enjoy Pepsi’s Summer Solstice concert on 6/21 — Four outdoor concerts across the country from sunrise to sunset! Be sure to check out the livestream on Vevo.com featuring Timeflies, Kid Ink, Prince Royce, and more (BuzzFeed 2014)!† This is a clear example of a native ad. BuzzFeed often draws readers to its articles by the use of lists. This can distract readers from noticing that an ad is being presented to them. Advertising can be viewed as bothersome to many, but native advertising solves this issue (it is also important to note that BuzzFeed edited the article to show that it was sponsored by Pepsi after coming under fire for several FTC violations). Another advantage of the elusive appeal of native ads is the ability to subliminally present brands to increase engagement and sales for their products and services without annoying potential consumers. Subliminal messaging has been known as an effective method of influencing behavior. Although subliminal messaging was banned in the 1950’s, this provides a loophole for brands to influence behavior while flying under the radar of government regulation. Also, one factor that separatesShow MoreRelatedA New Modality Emerges : Native Advertising984 Words   |  4 Pagesinteract differently with brands since they use the web to communication, as they seek practical and effective solutions to their needs and problems; Base their choice on the information they get on websites, on the opinions of other consumers and the experience they offer them when consuming their products or services. As with sales, the less obvious you perceive the intention to sell, the more likely you must close a sale. This means that advertising should be subtler as an invitation and not asRead MoreDigital Marketing And Evolving Technologies Essay1165 Words   |  5 Pagesedge of technology. 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