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Advertising Disguised as News
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Advertising has historically come in many forms, but the real challenge for advertisers today is integrating promotion directly into content in a seamless manner. Our special correspondent Tropey McBlatant has more; There is an innovative new method advertisers are using to get their message across. Rather than placing promotional material in the commercial breaks of a show, they are integrating it directly into the show itself, through a new process known as Advertising Disguised As News by Trope Co.. We talked to its CEO to learn more; "In this process, we have multiple ways of doing it. We can produce promotional content that looks and feels exactly like something you would see on a local newscast, or we can provide scripts and other materials to be used by the broadcaster that gets an advertiser's message across without disrupting the format of the program. Or, we can simply send a representative from the brand to appear on the show, so they can interact with hosts and other personalities." It is expected that this revolutionary process will become more popular as advertisers realize that they can now present a more "in-depth" portrayal of their product or service than what can be done through a traditional commercial. [ahem] Often known as "native advertising" or an "advertorial", this is when a media outlet runs or otherwise distributes content that looks like a typical news story discussing that great new drug you've never heard of (or similar), but in reality, is literally just an advertisement written by the company who makes it, poorly disguised to look like editorial content, and often featuring flowery, press release-like language in praise of its advertiser. In the case of TV examples (sometimes known as "video news releases"), these stories are usually disguised to look as much like a typical local news story as possible, often in the vein of a Could This Happen to You? story with a reporter, B-Roll, Vox Pops with "experts" and "real people" (who will often be paid actors and the like), etc. How such a piece is used depends on the local producer; they may just take bits and pieces from it to use like Stock Footage, wrap it with narration from one of their own anchors, or just air the piece unedited and pretend that the reporter on the video is part of their staff. Sometimes, it may just involve a presenter casually talking about something that ends up being an ad, or a paid segment where representatives from the company appear to talk up their wares. Laws in some regions, particularly in regards to broadcasting, require advertorials to be properly and clearly disclaimed, or they may be considered payola. Though in some cases, they still might not be. This phenomenon has also spread to the internet, as websites have increasingly published "sponsored content" that, much like video news releases, are presented as being editorial content, but are written or heavily influenced by a third-party to promote a certain product or business. See also Self Promotion Disguised As News, a similar situation where the advertising involves something that is owned by or associated with the outlet. For In-Universe uses of online versions of this trope, take a gander at Clickbait Gag. |
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Discussed in Cracked's "7 Warning Signs Of Advertising Disguised As Articles", where Luke McKinney dissects a piece of ad about "bulletproof coffee" showing all of the bullcrap associated with it. | |
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In 1999, the aforementioned Media Watch exposed that on-air personalities on a talk radio station in Sydney had been endorsing various companies without disclosure. In one case, a host was suddenly praising banks that they had previously criticized for their excessive fees. | |
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Two Letters combines this with Self Promotion Disguised As News. One of the many ways the new Ladybug has built a Cult of Personality around herself is through the use of Nadja's new show, "All Things Ladybug!", where she regularly appears and gives interviews. This includes shilling her various sponsors; even her boyfriends are a form of this, as she briefly "dates" rich kids from various affluent families as a way of boosting their public profiles. | |
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