Chapter 8 Flashcards
What is advertising?
Advertising is 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.
What is native advertising?
Paid advertising designed to imitate the tones, style, and look of a publication’s editorial or journalistic content.
Define paid search ads.
Paid search ads appear at the top of search engine results and have been paid by someone for them to appear/rank first.
Define social media ads.
These appear on social media platforms and target specific audiences based off of a person’s personal, demographic, and behavioral characteristics.
Define display ads.
Display ads are the billboards of the online world and come in all types of forms. They are typically presented on a website related to the product/service being touted.
What is identification?
Many ads persuade by simply inviting the consumer to identify with attractive people or groups.
How do advertisements use slogans?
Such catchphrases may not say much, but they do get our attention, engender appealing emotions or concepts, and associate them with products or companies.
What are weasels words?
When advertisers want to appear to make a strong claim but avoid blatant lying or deception, they use what are known as weasel words. Weasel words water down a claim in subtle ways—just enough to ensure that it is technically true but superficially misleading.
What is misrepresentation?
Presenting unaltered video in an inaccurate manner misrepresents the footage and misleads the viewer.
What is splicing?
It is the splitting and re-piecing together of different clips to mislead the viewers and misrepresent the person/organization in the video.
What is doctoring?
Altering the frames of a video—cropping, changing speed, using Photoshop, dubbing audio, or adding or deleting visual information—can deceive the viewer.
What is the purpose of advertising?
To sell or promote something.
What is the most reasonable response to advertising?
Reasonable skepticism.
