"The Internet is Advertising Park. We built a wonderful place with amazing technology and thought we could pay for it by keeping advertising safely behind borders where people could look at it and maybe sometimes pet its pretty fur. But the advertising has broken loose now, eating and shitting on everything. These consumervores are clever. Some sneak up on their prey by disguising themselves as real articles."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 phomonenon 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.
— Luke McKinney, Cracked's "7 Warning Signs Of Advertising Disguised As Articles"
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Live Action TV
- This is the modus operandi of the locally-produced, daytime lifestyle shows seen on some TV stations in the U.S., in which local businesses pay to have their employees or spokesperson appear as "guests" to plug their products in barely-disguised Infomercial segments. These shows are almost always produced by a station's creative services or sales department and kept separated from their actual news departments. Examples include the Ur-Example that is literally called Daytime (produced by Tampa's Nexstar-owned NBC affiliate WFLA. Some of their other stations, especially those owned by predecessors Media General and LIN, air similar shows), The Morning Blend (primarily used by the former Journal Broadcast Group stations, now owned by Scripps — who has since introduced a version of it for its existing ABC affiliate in Tampa too), WKBW's AM Buffalo (they're also owned by Scripps, but this program was carried over from its Granite ownership. The show had a long history prior to becoming an advertorial-oriented series, and was once the local version of Dialing For Dollars), and Meredith's syndicated Better, which could have local cut-ins and co-brandings of this nature, a la Evening Magazine.
- The networks in Australia also like these.
- This one for OnStar's remote vehicle slowdown feature carries all the hallmarks of a video news release
- One of the most infamous political examples in the United States came in 2004, when multiple TV stations aired video news releases from the U.S. government that were produced and anchored by an apparent Washington reporter named Karen Ryan, which pushed propaganda for Medicare and the country's education system without any indication of its true source. The General Accounting Office did point out that it's illegal to use federal funds for "publicity or propaganda purposes" without the permission of Congress.
- The Philippine magazine programme Rated K is infamous for this, shoehorning advertorials for dietary supplements of questionable efficacy, or beauty products, into episodes pertaining to a specific theme, complete with liberal use of adverbs "umano" (Tagalog for "allegedly") or "daw" (apparently), along with the usual testimonials from people who, umano, benefited from the products. Don't be surprised if an advert for the supplement shows up immediately during the commercial break.
- The morning show (yes, the actual morning show, not an advertorial daytime show as mentioned earlier) on Fox-owned station WFLD in Chicago aired an remote interview with Shari Belafonte which ended up being an ad for a diet pill. It was disclosed, briefly.
- The most literal example comes from infomercials that mimic the look and feel of a news interview show. Larry King Live is a popular target; in fact, King himself was tapped to do an infomercial just like that (blatantly labeled in program guides as Larry King Special Report) for a joint medication.
- Media Watch increasingly highlights how newspapers, becoming increasingly desperate for advertising revenue, are printing what are basically commercials that look like editorial content.
- There are some stations that actually present ads for local car dealers live as stories during weekend morning newscasts.
- In China, some ads ran what looked like a urgent news report, saying that the "Sibuxiang Beast," a mythical creature, was real, and attacking civilians in a city. Much like the War of The Worlds broadcast, people freaked out, and the ad maker was fined.
- Brand Power is a marketing group that runs ads that have the feel of news-bytes, completely with a newsy-sounding musical opening.
- Similar to Brand Power is MediFacts, which does the same thing, except they advertise medical products.
- After entering into a $250 million-dollar advertising and "integration" deal with the daily fantasy sports website DraftKings over the summer of 2015, practically every ESPN studio program was shoehorning in plugs for it in some way or another. Even worse? ESPN writer Matthew Berry pretty much turned his online fantasy sports column into a giant ad for DraftKings. In a follow-up, he did include a disclosure ... which ended being more praise for the site. In the midst of growing controversy over the legality of DFS, the endless ads and ESPN plugs started to die down, and ESPN later backed out of the deal.
- Kelly Rowland was interviewed by WGN's morning show, but when confronted with questions about Beyoncé's Lemonade, she abruptly changed the topic and began to briefly talk up her partnership with Claritin and the Boys & Girls Clubs of America. Considering there was a small box of Claritin right next to her, preeminently awaiting its acknowledgement, it seemed to be the real point of the interview.
- Fashion and lifestyle magazines published in the United States (like Lucky, Cosmo, Seventeen, etc...) freely run advertisements that at first glace appear to be one-page features. These advertorials have titles like "10 Essential Items for Your Summer Wardrobe," "Fall In Love With Your Hair This Holiday Season," or "5 Dieting Tricks That Will Blow Your Mind." Some even take the form of interviews with average women (mothers, beauty bloggers, etc...) who only want to talk about the product in question. This "branded content" is required to have a text disclaimed somewhere on the page declaring that it's not an unbiased editorial, usually something along the lines of "This is a Paid Advertisement" or "Promotional Feature" (but only in tiny print at the very bottom of the page.)
- In a variant, some of the earliest Visual Kei bands attained their promotion and first media breaks by setting up impromptu events and inviting news cameramen or entertainment reporters to film the results, usually without everyone from the news organization knowing the event was staged. One of the most famous was X Japan's ORGASM at YASHIRO NOODLE SHOP which consisted of the band performing their single "Orgasm" in a crowded noodle shop and then proceeding to annoy the customers and break the place. This form of promotion was immediately looked down upon by the rest of the Japanese metal community at the time (which considered it being an Attention Whore) and created a split between Japanese Heavy Metal and "Visual Kei" that would not be reconciled until Turn of the Millennium, despite that Visual Kei artists were playing Heavy Metal. It also backfired severely when tried (by the same band) in a more traditional way to promote on American news programs in 2010-11, also because of the increased obvious staging and PR involvement in the US media appearances, which only appealed to fans.
- 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.
- You won't believe what trope that online articles colloquially known as "Clickbait" fall under...
- In fact, even before "clickbait" and "fake news" were common terms, there had been banner ads leading to fake news articles (often for things such as açaí berries as dietary supplements), aping the style of local news websites, and featuring logos of TV shows and networks that provided "endorsements" of them.
- 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.
- Content brought to you by Trope Co.