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Advertorials are a unique form of advertising that combines the elements of an advertisement with the format of an editorial. The term "advertorial" was coined in 1946 and has since become a popular marketing strategy used in various forms of media. In printed publications, advertorials are written to resemble objective articles, giving the impression of a legitimate and independent news story. On television, advertorials can take the form of short infomercials or segments within talk shows. Similarly, on the radio, advertorials can be presented as radio commercials or discussions between announcers and company representatives.
Unlike traditional advertisements, advertorials are designed to blend in with the editorial content of the publication.
This subtle integration helps advertorials capture the attention of readers or viewers who may be more receptive to the information presented in this format. While some publications may include disclaimers to distinguish advertorials from editorial content, the overall goal is to create a seamless transition between advertising and storytelling.
Terms such as "special promotional feature" or "special advertising section" are often used to describe advertorials, setting them apart from regular editorial content.
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The tone of advertorials typically resembles that of a press release, focusing on promoting a product or service rather than providing objective news coverage. In some cases, advertorials may be presented as entire sections within a publication, printed on different paper and in a distinct format to differentiate them from editorial content.
One of the key distinctions between regular editorial content and advertorials is the level of client involvement in the creation process.
Clients often have the opportunity to approve the content of advertorials, allowing them to tailor the messaging to align with their marketing objectives. This level of control is not typically available in traditional editorial content, making advertorials a valuable tool for businesses looking to promote their products or services in a specific way.
Another related practice to advertorials is the creation of branded content that mimics the style of traditional media. For example, airline in-flight magazines often feature articles about travel destinations served by the airline, blurring the line between editorial content and promotional material. While advertorials were once viewed more favorably by newspapers and magazines, there has been a shift in attitudes towards this form of advertising in recent years.
Television programs targeting a predominantly female audience frequently incorporate advertorial segments to showcase products, services, and special offers from businesses. These segments often feature discussions between a company representative and a host, providing viewers with a more in-depth look at the featured offerings. Unlike traditional commercials, advertorials allow businesses to present their services in a detailed manner that may not be possible in a standard advertisement.
In conclusion, advertorials play a significant role in modern advertising by blending the line between editorial content and marketing messages. By leveraging the format of an editorial with the persuasive elements of an advertisement, advertorials offer a unique way for businesses to engage with their target audience and promote their products or services effectively.
The Impact of Advertorials on Modern Advertising. (2016, Dec 03). Retrieved from https://studymoose.com/advertorials-case-study-essay
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