Ch 8 Flashcards
Native advertising
Paid advertising designed to imitate the tone, style, and look of a publication’s editorial or journalistic content.
ADVERTISING
The practice of calling the public’s attention to something to induce them to buy products or services or otherwise change their opinions or behavior.
Practice calling the public to act by:
Purchasing
-change opinions
What makes advertising different from other communication such as journals scholars?
They do NOT adhere to standards of objectivity, fairness, or reliability
T/F- Advertising is motivated reasoning
T
Facts about advertising (3)
- all are designed to influence/persuade/manipulate
-it is mostly successful
- most will not acknowledge that it IS EFFECTIVE in its influence
What are the 2 reason online ads are effective?
- constantly being circulated
- target niche audiences using meterics
What is the main job of advertising
- not help consumers make an informed decision
- not rational at all
- they have. History of using false info for their gain
Paid search ads
These are articles or companies paying a fee to appear first on the search result regardless of its accuracy or reliability
Social media ads
These are advertisements shown to users on social media
Display ads
These are probably the least targeted ad because they aim to get eyes, like billboards.
Native ads
These are ads done to appear as editorial pieces imitate article and feed their audience info that will benift their product.
What are the old school advertising tricks
- Identification
- Slogans
- Misleading Comparisons
- Weasel words
Identification
This rhetorical trick involves the act of showing someone, who
others largely relate to, preferring a product to which the audience are suggested to also prefer that product too
Slogans
Catchy phrases that are attention grabers, evoke emotion, and present concepts that are appealing.
Through repetition these concepts can get associated
Misleading Comparsions
Vague comparisons that provide no real information on
the topic at hand (usually creates more questions).
Usually makes use of puffy words.
Weasel words
Words that appear to be making a strong claim but are technically true even though they are extremely misleading
(The main goal of misguiding)
Misrepresentation
Having unaltered video used in a manner that does
not represent the truth
(With the aim of misleading the viewer)
splicing:
Using evidence out of context to stitch together a false I misleading
Doctoring:
Altering evidence to varying degree to misted the audience from the truth and objective perspective it represent.
Micro-targeting
Micro-targeting is when information is presented to you because of your
- psychological and
- behavioural charaeteristics
with the aim of repeatedly shovong such messages.
This is especialy hurthul when the specities of the info is not preserved publicly (dark advertsing.)
Weasel words Examples
- some
- may
- perhaps