ks460910@ohio.edu
Every time I flip through a magazine at
home or scroll through a webpage on the latest celebrity gossip (my
guilty pleasure), I always come across sponsored advertisements. The
native ads always get me; they draw me in. One minute I'm reading
about 10 cute looks to stay warm this winter and on the next page, a
spread of fashionable winter coats. However, in a front small as a
gain of sand, those cute coats are part of some department store ad.
I feel like I was betrayed and suddenly those adorable coats turn
into to ugly scraps of fabric.
A look at the first Instagram sponsored advertisements. Courtesy of cnn.com |
According to the American Society of Magazine Editors, magazines “should not use type fonts and graphics resembling those used for editorial content and should be visually separated from editorial content." However, this is not the case. There are plenty of sponsored advertisements in magazines and in digital media that blend in almost seamlessly, tricking the reader into thinking the content is more believable instead of just another ad.
This
kind of practice in the advertising and public relations world is
disturbing to me as a budding strategic communications professional.
Although running sponsored content can be economically justified, I
do not think it is a fair practice to use to make a few extra
dollars and a get pat on the back from your client. Tricking your
audience into thinking your content is genuine is not ethically
viable unless it is clearly labeled as sponsored or done in the most
professional manner.
What
was most surprising to me while learning new knowledge about the
world of native advertisements was I discovered some previously
trusted sources were actually sponsored publications. According to
the article, "Story Ads May Be
Journalisms New Peril," “Forbes’s
BrandVoice allows advertisers to produce editorial products that
reflect their best efforts to engage audiences. The content is
clearly labeled advertising, but has the familiar headline, art and
text configuration of an editorial work.”
Although
material may be clearly labeled as advertising, every day
people do not take a close look when they are searching the Internet.
The advertisement label is not as attracting as the catchy headline
or vibrant picture which we all know as journalists draws the reader
in first. Even though we can make journalistic justifications for
running such ads, I personally believe we know deep down it is just
lazy journalism. As public relations professionals, why would we want
to risk a client's publication and our reputation to our audience by
deceiving them through sponsored advertisements?
So,
in retrospect, I agree with Joe McCambley in the article, "Story
Ads May Be Journalism's New Peril." With
the opportunities and freedom sponsored advertisements give to
publishers it is to easy to abuse that power. If we are not careful
how, what, when, where and why native advertisements are being used, then people will stop trusting the media as an acceptable source for
information. Even if there are credible news organizations out there,
one bad apple can spoil the whole bushel.
No comments:
Post a Comment