Hidden Advertising

Paper Summary:

This paper briefly explains that hidden advertising is whereby a product is promoted without the consumer's awareness that he or she is watching, seeing, or most insidiously 'experiencing' an advertisement ploy. The writer argues that this practice is unethical and should not be allowed in American markets.

From the Paper:

"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."

More papers on Hidden Advertising:

• Research Paper # 17396 : "The Destructive Effects of Advertising"
• Analytical Essay # 37665 : "VW Advertisement"
• Research Paper # 17001 : "Maslow's "Hierarchy of Needs" as Evident in 1950's Ads"

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