Chapter 8, “Viewer Reactions to Online Political Spoof Videos and Advertisements”, emphasizes how modern technology has changed the way Political Campaigns are run. In the past, they consisted of face-to-face interaction, whereas nowadays our culture is heavily reliant on the Internet and technological media. This can be an advantage to politicians or it can be their downfall. Political candidate spoofs are a large factor in this growing technology era, and greatly affect the politicians involved. YouTube is a popular media site that is full of user created spoofs of politicians. This has lead to political campaign managers devoting time and money to promote their candidates positivity through the Internet. The Internet allows people to be …show more content…
Sites like “Facebook” and “Twitter” create new opportunities for brands to connect with consumers. The chapter showed the traditional ways of advertising on the web, and also the newer social media advertising. Some of these methods were intrusive and others nonintrusive. People who use social media do not want their feed to be filled with ads, so marketers have to be careful not to excessively advertise on these outlets.
The second half of the chapter shows the strengths and weaknesses of Advertising and Invertising. They tested how each of these affect the consumer and brand relationship, and whether it strengthens or weakens loyalty. Integrating the brand into people’s social lives gives marketers a whole new level of reaching more audiences. If a person posts about a product or brand, it spreads the word about it, as opposed to traditional ads that people in our age have learned to block out.
The chapter also shows a survey that was conducted to see social media users reaction to Advertising vs. Invertising. After this survey was finished, the researchers noticed that people view Invertising as “less intrusive” than traditional Advertising. Invertising allowed the consumers to have a stronger personal connection to a brand, one that they can feel and understand. Advertising however is more of a mass media, less personal level on consumer