MUD ADVERTISING AND ALL ABOUT THE NEGATIVE FAME

 Nothing is as compelling in the creative industry as the beauty and discipline of advertising. With it, products and updates on a market, and news about industries that matter, even advocacies and “community announcements” are propagated with words, using any printed,  electronic, or digital  media,  that holds a message to a point of value.

But advertising the way it’s meant has always been there to “serve”, be it good news,  a piece of information, or a well-intended fact from which the public can benefit from.

In recent years, along with the rise of online media, there came a slowing down of good news trumpeters. Instead, advertising became more pronounced and rather exploitative.  What came is a return to “boldness” in the way advertising is packaged.

For example, some online ads, do not merely promote and sell vantage points for new products. Some ads deviate from acceptable standards for advertising, previously disallowed by governing bodies.

A sweep read at the many frequent ads on display online these days can expose oneself to ads that hound customers with a charade of bodies and curves, closeups, and “show-all” product photos that aim to sensationalize and get attention with their own style of advertising. 

The real fault in some ads? These exploit women and models,  in such uncompromising postures enough for one to mind not the product but the model in photos.  It is not just the curves and the skin  peek that are shown in some non-mainstream, advertising, with a message loud and bold that it’s okay to flaunt.

Say in a product that must be talked about in a hush most cautious tone, the ad is graphically stated without much caution for decency and vulgarity by some advertisers and online sellers. These are blatantly common in online media and commercial sites.

Another kind of advertising that this writer would like to posit, is a seemingly innocent streamer in the community.  However, the display of tarpaulin although fraught with respect for the rights of those who have fallen from grace in a community, is also well-meant and intended, to let the public know about an erring individual.   Vagueness is not in the ideals of this kind of advertising which must be best called- mud advertising, the way it throws mud on the integrity of a person.  It is advertising if it is posted using a medium that is commonly used for advertising like what a tarpaulin is commonly used for.  And if it is situated along prominent areas where there is expected foot traffic. Moreso, tarpaulin advertising goes beyond a personal announcement and falls on the level of advertising if the message is posted more than once or twice, or with a schedule definitive of intention to get as much viewership or exposure.

                Can we consider negative news reporting as a form of advertising when it involves not just a personality but a person with business interests in the community? This is an ethical question that must be weighed by media providers which deliver the news, anyhow they can serve it for the public to partake of.

The thing with advertising these days, there has been an erasure of lines from advertising to the content, and the substance of news articles that are packaged as branded content. Because straightforward advertising  could turn off a lot of readers and sway them to stop the ad button once an ad interferes with their preferences,  advertisers have found it inevitable to repackage their products on media, and make them content-appropriate or  “content-embedded”.

What this writer also means to put forward in the open is that sometimes news and advertising have been interloped to a point of fault.  The disparity before is very pronounced. In later years, the shift in pleasing the numbers of followers has become a norm in changing the look of advertising, making these almost seamless with news and content at the forefront, while advertising seems to be at the helm of strategy.

We go back to tarpaulin advertising that carries a controversial announcement, advertisers can take caution not to overuse their intention to do good for others by using advertising as a ploy.  Or make an outcast out of an individual concern so as to diminish another’s integrity in the face of the greater community.

Mud advertising be it in the form of below-the-line advertising must not be a standard to address a competition, resolve a problem or warn about an issue that needs to be resolved with compassion and dignity.

Also, negative advertising must not be a gateway to other kinds of advertising that can disintegrate  regular standards of media normalcy so as to accept substandard advertising.

The helpless must not count on negative advertising that gives indignity or embolden others to follow suit, even if it is only meant for posterity,  to add on new followers, or bring sympathy,  and even sides for the unnoticed.