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Advertising on the Web: Soft Narration or Hard Promotion

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Social Computing and Social Media: Applications in Marketing, Learning, and Health (HCII 2021)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12775))

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Abstract

Brands are ubiquitous for the last years, they are present in almost every space on the web and especially in social computing, social networks and social media. Their presence is linked to different aims and accompanied by comments. The professional point of view focuses on the idea that social media provide the possibility of a conversation based on transparency, equality, and proximity. Computer systems and algorithms have been developed, refined and expressly designed to facilitate the identification of “consumers” as they navigate and supposedly allow the production and broadcasting of a tailor-made advertising message.

What form of advertising is finally presented on the web? A first set appears to work more on the inventiveness than on the algorithm to reach a public between unadvertising and hyperadvertising. In both cases, advertising tends to work on the spectacular side, with complex and refined narratives. A second appears to go back to the beginning of marketing and advertising in terms of narration, design and discourse. On the web, social networks and replay and streaming platforms, advertising hype is making a great and maybe regretful comeback. On the other hand, advertising falls back on pure promotion. At the same times, advertising finds old flaws, outside the regulatory systems: we see “réclame” reappearing on social networks. This communication will aim to analyze contemporary forms of advertising forged by and for the machines of the web

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Notes

  1. 1.

    International Advertising Bureau.

  2. 2.

    https://www.cluetrain.com.

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Authors and Affiliations

  1. Celsa Sorbonne Université, Paris, France

    Karine Berthelot-Guiet

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  1. Karine Berthelot-Guiet
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Correspondence to Karine Berthelot-Guiet .

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  1. Department of Computer Science, Towson University, Towson, MD, USA

    Gabriele Meiselwitz

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Berthelot-Guiet, K. (2021). Advertising on the Web: Soft Narration or Hard Promotion. In: Meiselwitz, G. (eds) Social Computing and Social Media: Applications in Marketing, Learning, and Health. HCII 2021. Lecture Notes in Computer Science(), vol 12775. Springer, Cham. https://doi.org/10.1007/978-3-030-77685-5_4

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  • DOI: https://doi.org/10.1007/978-3-030-77685-5_4

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-77684-8

  • Online ISBN: 978-3-030-77685-5

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