ADPR 3100 Lecture Notes - Lecture 16: Advertorial, Native Advertising

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3100
• Professor: Evans

Document Summary

I(cid:374) othe(cid:396) (cid:449)o(cid:396)ds it is getti(cid:374)g ha(cid:396)de(cid:396) to tell (cid:449)hat is ad(cid:448)e(cid:396)tisi(cid:374)g a(cid:374)d (cid:449)hat is(cid:374)"t. Paid ads that are so cohesi(cid:448)e (cid:449)ith the page co(cid:374)te(cid:374)t, assi(cid:373)ilated i(cid:374)to the desig(cid:374), a(cid:374)d consistent with the platform behavior that the viewer simply feels that they belong (iab 2013, p. 3). Paid form of advertising whose appearance is often in the form of editorial content from the publisher (wojdynski and evans 2016) It"s g(cid:396)o(cid:449)i(cid:374)g (cid:395)ui(cid:272)kl(cid:455) a(cid:374)d it (cid:373)ight (cid:271)e he(cid:396)e to sta(cid:455) fo(cid:396) a good (cid:449)hile. The (cid:374)e(cid:454)t (cid:862)(cid:271)ig t(cid:396)e(cid:374)d(cid:863) (cid:894)wu et al. (cid:1006)(cid:1004)(cid:1005)(cid:1010)(cid:895) It"s (cid:272)o(cid:374)t(cid:396)o(cid:448)e(cid:396)sial a(cid:374)d pote(cid:374)tiall(cid:455) de(cid:272)epti(cid:448)e: (cid:862)the deli(cid:448)ery of rele(cid:448)a(cid:374)t (cid:373)essages a(cid:374)d culti(cid:448)ati(cid:374)g user e(cid:374)gage(cid:373)e(cid:374)t are i(cid:373)porta(cid:374)t goals, that"s the point of advertising after all, but it"s equally important that advertising not mislead consumers. By presenting ads that resemble editorial content, an advertiser risks implying deceptively that the information comes from a non-biased source(cid:863)(ftc, p. Industry guidelines, practices, and regulation all still in flux.