|Engaging Content: A Bespoke Examination of the Linguistic Assault on 'Advertising'
(You’re about to see way more “scare quotes” than you’ve ever seen in your life. If you’re already feeling queasy, please, close tab.)
We all know by now that advertising is no longer “advertising.” It’s “content.”
But it’s not just “content.” It’s “organic” content. Or “authentic” content. Or “holistic” content — which is apparently different than “integrated” content. Or “optimized” content. Or “bespoke” content. (You think I’m making that up?) And of course, “viral” content — which everybody wants but nobody gets (unless it’s “catvertising”). There’s also “snackable” content and “ephemeral” content, but ain’t nobody got time to define them.
Wait, I forgot, advertising is now, also, “storytelling,” which better be “authentic.” I haven’t seen “bespoke storytelling” y … dammit! Spoke too soon. But if you ever want to sell any of it ever again, call it anything but “advertising” — unless you put “native” before it.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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