Hidden Advertising -- Must be stopped out in the open!
All advertising is good advertising, from the point-of-view of the sponsor. But from the consumer's point-of-view, this is not the case. True, advertisers bring consumers popular television shows and have a right to put their opinions 'out there' in the common marketplace. All Americans have a right to free discourse and a platform in the common media community. However, a new phenomenon of secret sponsorship, where a product is promoted without the consumer's awareness that he or she is watching, seeing, or most insidiously 'experiencing' an advertisement ploy, must be stopped. Although the first amendment may protect such advertising, consumers can help by refusing to participate in the process and stop buying products produced by companies that make use of this practice. Also, advertisers, by eschewing secret advertising will ultimately create a climate of greater trust between consumers and advertisers by eschewing secret advertising.
What is secret advertising? The New York Times calls such advertising "hidden (in plan sight)" persuasion. Consider a few scenes from the life of a hidden persuader named Gabriella. "At one grocery store, Gabriella asked a manager why there was no Al Fresco sausage available. At a second store, she dropped a card touting the product into the suggestion box. At a third, she talked a stranger into buying a package. She suggested that the organizers of a neighborhood picnic serve Al Fresco." (Walker, 2004) Gabriella is not a paid sponsor. Rather, she is a voluntary recruit of the Al Fresco Company. But it was Al Fresco and its hired advertising agency that encouraged her to do all of these things. She did not promote the product in such an aggressive manner by her own free will, by design, rather her tactics were 'suggested' for her by the company.
Yes, a growing number of marketers organizing veritable armies of hired "trendsetters" or "influencers" or "street teams" to execute "seeding programs," "viral marketing,"...
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