In this three-part series, we’ll explore the key aspects of modern advertising, the strategies advertisers use, and how we can build the skills necessary to understand and critically interpret ads.
Part 1. Insights from an Ad Expert
Interviewer :
Hi, Ms. Seo! Thanks for joining us today. Can you start by telling us a bit about yourself?
Ms. Seo :
Hi! Thanks for having me. I’m Jane Seo, an advertising director at a marketing company. My job is to plan ad strategies and oversee the production of ads from start to finish.
Interviewer :
That sounds interesting! So, what does an advertising director do on a daily basis?
Ms. Seo :
In simple terms, we come up with creative ideas to promote brands or products. This involves brainstorming ways to capture people’s attention and turning those ideas into ads for TV, digital platforms, and social media.
Interviewer :
I see. With new media constantly evolving, how has advertising changed in recent years?
Ms. Seo :
Digital media has transformed everything. TV and radio used to be the big players, but online platforms, including social media, now lead the way. A great example is product placement.
Interviewer :
Product placement? Could you explain what that is?
Ms. Seo :
Sure. Product placement is when products are integrated naturally into content like movies or shows. For instance, you might see a character drinking a can of soda with the logo visible. It seems like part of the story rather than a commercial break.
Interviewer :
I get it! So why do advertisers prefer product placement over traditional ads?
Ms. Seo :
Because it blends into the story, it feels more natural, and it doesn’t interrupt the viewing experience. In addition, when you see a product used by your favorite character, it creates an emotional connection. Product placement also helps improve the content by providing funding.
Interviewer :
That’s really clever! I suppose that understanding these techniques helps people make more informed decisions when they see ads.
Ms. Seo :
Absolutely. When people know how ads work, they can make smarter choices about what they choose to buy or support.
Interviewer :
Thank you so much, Ms. Seo!
Ms. Seo :
You’re very welcome!
Interviewer :
Next time, we’ll dive into the exciting world of new media advertising and explore how digital platforms are changing the way ads reach us.
Part 2. Navigating Modern Advertising
Welcome to the world of new-media advertising! Today, we’ll explore some of the key trends shaping how ads are created and experienced.
First, let’s talk about targeted ads. Imagine you’re browsing for new hiking gear online. Later, you see an ad for a local outdoor adventure event, which grabs your attention. Soon after, another ad offers you a discount on hiking equipment. That’s targeted advertising: ads tailored to your interests based on online activity.
Next, there’s storytelling. Some ads don’t feel like ads at all ― they tell a story. Picture an ad about a group of friends on a road trip. Along the way, they face challenges, share laughs, and create memories. By the end, you realize it’s an ad for a car brand, but what you remember most isn’t the car ― it’s the sense of adventure and friendship. This emotional connection makes the product more memorable because it’s linked to a meaningful story.
Then, there’s influencer marketing. You probably follow online creators, right? When they talk about or use a product in their videos or posts, that’s influencer marketing. It feels more like a personal recommendation than a typical ad. Because you trust the influencer, you’re more likely to check out the product they recommend.
Finally, we have mid-roll ads. These are the ads that appear in the middle of online videos. They help creators and platforms make money while minimizing the disruption to your viewing. For example, you’re watching a video, and an ad appears halfway through. It’s placed strategically to cause minimal interruption. On some platforms, you can even pay to skip ads entirely.
In conclusion, advertising is all around us and it’s constantly evolving, so understanding it is key. The more familiar you are with its strategies, the smarter your choices become. Going forward, try to enhance your media literacy and make more informed choices as a consumer.
Part 3. Building Advertising Literacy
Interviewer :
We’ve been exploring media literacy, and one key area is advertising. I’m here with Dr. Min, a professor of advertising psychology. So, Dr. Min, how can we improve our ad literacy?
Dr. Min :
The first step is simply paying attention to the ads you see. Instead of just watching them, ask yourself questions like, “What emotions is this ad trying to evoke?” or “How is this ad influencing me?” This shifts you from passive watching to active analysis.
Interviewer :
That makes sense. But what about ads that make really big promises? How can we tell if they’re reliable?
Dr. Min :
That’s where fact-checking comes in. If an ad makes bold claims — especially about a product’s effectiveness — it’s important to do some research. Look for reviews or trusted sources to verify whether the claims are true.
Interviewer :
Got it! Is there anything else we should know?
Dr. Min :
Yes. Not all ads are trying to sell something. Public service ads are designed to raise awareness about social, health, or environmental issues and to encourage people to take positive action. Unlike commercial ads that focus on sales, these are made for the public good by government agencies or community organizations.
Interviewer :
So the goal isn’t profit, but to help or inform people?
Dr. Min :
That’s right. They’re meant to inspire change — whether it’s recycling, staying healthy, or being kind. Advertising can do more than persuade people to buy something; it can also inspire them to take meaningful action.
Interviewer :
Thanks so much, Dr. Min. I feel a lot more confident about analyzing ads now!