Advertising by stealth

'Some shows really are wall-to-wall advertising' published in The Australian argues that the growing popularity of branded content on television means that now an entire show is just one big ad. It uses the recent Talk to the Animals on Channel 9 as an example in which pet food company Purina specifically to promote their product.




Content which is funded by advertisers is not a new concept, the article states, with such shows being a regular feature in the 1950’s. However, in the 1960’s the networks set up controlled advertising slots.

The rise in branded content is said to be tied to the fact that due to technological developments we can now skip the ads through channel changing with remote control or fast forward through recorded programming. This forced advertisers to look for new ways to reach their audiences effectively.

When reading the article I wondered if this new format of television did not raise some ethical issues. At least with conventional advertising the audience is aware that a product is being pushed at them. However, in advertising through subtle product placement and sponsorship of competitions it seems slightly misleading. As one of the producers of branded content said in the article, ‘The public won’t be able to tell that it’s branded entertainment if we’ve done our job properly.’ Advertising by stealth, I suppose.

It appears I am not alone in my concern with advertising academic Professor John Sinclair agreeing that ‘the trend was a concern, as the boundaries between entertainment and commercials were being blurred.’ Surely the public have a right to know if there is a hidden agenda behind the ‘entertaining’ program that they are taking at face value.



Article: Some shows really are wall-to-wall advertising
Image source: http://ufshelterclub.pbwiki.com/f/Purina.jpg