"native advertising"
ADSGarson O'Toole
adsgarsonotoole at GMAIL.COM
Tue Sep 16 16:49:37 UTC 2014
Thanks, JL, for pointing to the emerging term "native advertising".
Magazines and newspapers have been publishing advertisements in a
deliberately confusing manner for decades, I believe. Advertisements
have been printed using a typeface, layout position, and writing style
that mimicked the primary editorial content. Prestige publications
usually placed a notice somewhere indicating that the content was an
advertisement. The notice was often designed to be unobtrusive and
easily missed by an inattentive reader.
The OED has a relevant entry for "advertorial". The term "native
advertising" may be supplanting advertorial in the online domain.
Also, advertorial may be a narrower designation.
[Begin excerpt]
advertorial, n.
Etymology: Blend of advertisement n. and editorial n.
Chiefly U.S.
An advertisement or publication giving information about a product or
service in the style of an editorial or objective report. Also as a
mass noun: this as a method or genre of advertising.
1914 Rotarian May 14/2 (heading) A word to the women folk. An advertorial.
1952 Atlantic Jan. 23 The Advertorial is intended as a bridge between
the mature minds of business and the mature minds of the arts.
1968 Heidelberg News Sept. 3/3 There has been talk lately about
'advertorials', wrapping up an advertisement to look like an
editorial.
[End excerpt]
The online publication "The Awl" wrote about this topic. The article
included some intriguing advertisements that looked like cartoons of
the style that would appear in the pages of "The New Yorker". Indeed,
they did appear in "The New Yorker".
Title: No, BuzzFeed Did Not Invent Native Advertising
Author: Adrienne LaFrance
Date: January 14th, 2014
http://www.theawl.com/2014/01/no-buzzfeed-did-not-invent-native-advertising
Garson
On Tue, Sep 16, 2014 at 8:23 AM, Jonathan Lighter
<wuxxmupp2000 at gmail.com> wrote:
> ---------------------- Information from the mail header -----------------------
> Sender: American Dialect Society <ADS-L at LISTSERV.UGA.EDU>
> Poster: Jonathan Lighter <wuxxmupp2000 at GMAIL.COM>
> Subject: Re: "native advertising"
> -------------------------------------------------------------------------------
>
> A useful term, but invented to designate a potentially insidious phenomenon.
>
> Applied to ads in theaters that look like they could be part of a movie,
> fine. Or animated ads during cartoon shows. The advertising function is
> undisguised, and it's chiefly a matter of style.
>
> But applied to ads that are calculated to resemble news stories - and
> positioned where confusion is desirable inevitable - and subsumed under a
> more or less harmless general concept - that's another kettle of fish..
>
> (And even if the usage was adapted from architecture, the architectural
> choice of "native" still seems rather arbitrary. But that's obviously of
> secondary interest. At least to me.)
>
>
> JL
>
> On Mon, Sep 15, 2014 at 11:26 PM, Benjamin Barrett <gogaku at ix.netcom.com>
> wrote:
>
>> ---------------------- Information from the mail header
>> -----------------------
>> Sender: American Dialect Society <ADS-L at LISTSERV.UGA.EDU>
>> Poster: Benjamin Barrett <gogaku at IX.NETCOM.COM>
>> Subject: Re: "native advertising"
>>
>> -------------------------------------------------------------------------------
>>
>> I hope that didn't sound flippant.
>>
>> I've been wondering about the Facebook ads that look irritatingly close =
>> to real posts, whereas the Google ads stick out (to me, anyway) as =
>> clearly being ads and therefore irrelevant to my search. This is =
>> definitely a useful term.
>>
>> Wiktionary (https://en.wiktionary.org/wiki/native) has two definitions =
>> for "native" that are relevant:
>>
>> 4. Born or grown in the region in which it lives or is found; not =
>> foreign or imported.
>> a native inhabitant
>> native oysters or strawberries
>> Many native artists studied abroad.
>>
>> 6. Pertaining to the system or architecture in question.
>> This is a native back-end to gather the latest news feeds.
>> The native integer size is sixteen bits.
>>
>> Benjamin Barrett
>> Formerly of Seattle, WA
>>
>> Learn Ainu! https://sites.google.com/site/aynuitak1/home
>>
>> On Sep 15, 2014, at 5:24 PM, Benjamin Barrett <gogaku at ix.netcom.com> =
>> wrote:
>>
>> >=20
>> > Which is the environment, right? Newspapers also have that sort of =
>> thing. BB=3D
>> >=20
>> >=20
>> > Sent from my iPhone
>> >=20
>> >> On 15 Sep 2014, at 17:20, Jonathan Lighter <wuxxmupp2000 at GMAIL.COM> =
>> wrote:=3D
>> >=20
>> >> =3D20
>> >> ---------------------- Information from the mail header =
>> ------------------=3D
>> > -----
>> >> Sender: American Dialect Society <ADS-L at LISTSERV.UGA.EDU>
>> >> Poster: Jonathan Lighter <wuxxmupp2000 at GMAIL.COM>
>> >> Subject: Re: "native advertising"
>> >> =
>> --------------------------------------------------------------------------=
>> =3D
>> > -----
>> >> =3D20
>> >> That may be, but the examples I saw on "Last Week Tonight" were =
>> clearly
>> >> intended yo look like news.
>> >> =3D20
>> >> Yahoo! News does it every day.
>> >> =3D20
>> >> JL
>> >> =3D20
>> >> On Mon, Sep 15, 2014 at 8:09 PM, Benjamin Barrett =
>> <gogaku at ix.netcom.com>
>> >> wrote:
>> >> =3D20
>> >>> ---------------------- Information from the mail header
>> >>> -----------------------
>> >>> Sender: American Dialect Society <ADS-L at LISTSERV.UGA.EDU>
>> >>> Poster: Benjamin Barrett <gogaku at IX.NETCOM.COM>
>> >>> Subject: Re: "native advertising"
>> >>> =3D20
>> >>> =
>>
>> -------------------------------------------------------------------------=3D=
>>
>> > ------
>> >>> =3D20
>> >>> The Wiki link says not objective but so as to match the environment. =
>> BB
>> >>> =3D20
>> >>> Sent from my iPhone
>> >>> =3D20
>> >>>> On 15 Sep 2014, at 16:44, Jonathan Lighter <wuxxmupp2000 at GMAIL.COM>
>> >>> wrote:=3D3D
>> >>> =3D20
>> >>>> =3D3D20
>> >>>> ---------------------- Information from the mail header
>> >>> ------------------=3D3D
>> >>> -----
>> >>>> Sender: American Dialect Society <ADS-L at LISTSERV.UGA.EDU>
>> >>>> Poster: Jonathan Lighter <wuxxmupp2000 at GMAIL.COM>
>> >>>> Subject: "native advertising"
>> >>> =
>>
>> -------------------------------------------------------------------------=3D=
>>
>> > -=3D3D
>> >>> -----
>> >>>> =3D3D20
>> >>>> What could it be?
>> >>>> =3D3D20
>> >>>> http://en.wikipedia.org/wiki/Native_advertising
>> >>>> =3D3D20
>> >>>> In simpler terms, it's advertising disguised to look as much like
>> >>> objectiv=3D3D
>> >>> e
>> >>>> news as possible. Evidently the wave of the future as news outlets =
>> starv=3D
>> > e
>> >>>> for revenue, competing for attention with everything else in the
>> >>>> cyber-universe.
>> >>>> =3D3D20
>> >>>> Why "native"? Who cares?
>>
>> ------------------------------------------------------------
>> The American Dialect Society - http://www.americandialect.org
>>
>
>
>
> --
> "If the truth is half as bad as I think it is, you can't handle the truth."
>
> ------------------------------------------------------------
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