Re: UKNM: Re: Online advertorial

[Sam Carrington]

I would be inclined to take the middle way - advertorial can appear as

both 'marked' and 'unmarked' (IMHO) how would you describe the

Adidas/Lee Evans Olympics shorts described in the Guardian last week.

They are not marked as adverts, contain no adidas branding, run as 1

minute shorts in the olympics feed and even appeared on the BBC. They

BBC are apparently even considering packaging all the slots into one

longer slot  to run in the future. They are effective

lifestyle/editorial content and the only reference they make to adidas

is with the track suits which Mr Evans and his co-conspirators are

sporting.

What about the PS2 campaign mentioned in the same article. No branding,

just an evocative image and a slogan designed to pique curiosity and

encourage debate.


However press content does, I agree, usually get marked with

'advertisment' or 'promotion'. For now at least. Lets hope the adidas

campaign doesn't set too attractive a precedent. But I fear it has.


Remind me again why soap opera is so called, and how it originated. Oh

yeah - thats right. They were invented for the purposes of selling soap.

So TV returns to its roots.


Fiona Campbell-Howes wrote:

>

> I beg to differ - I've written advertorials for clients and they are

always

> clearly marked as "promotion" or "advertisement" when they are published.

> They are just long-copy print adverts, which is why clients often get

their

> PRs to write them rather than their ad agencies. You see them in women's

> magazines all the time too, and they are never presented as or mistaken

for

> editorial.

>


--

    sam carrington  //  senior web developer  //  sensei.co.uk



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