Blog post #3

This week we discussed the phenomenon of dark advertising. This was something completely new to me as I’d never heard this term before, though after learning about them I recognise I may have seen then before. Dark advertisements are not public, they are specifically micro-targeted to their intended audience and then immediately deleted, making it almost impossible for anyone other than the intended viewer to see them (Carah, 2022). Moreover, targeted ads are advertisements shown to a specific audience based on their previous online activity, demographic traits, or even what their online followers/friends are looking at. Targeted ads are different from dark ads because there is a public record and archive of these advertisements, and anyone can view them. Dark ads can advertise products that are unhealthy or potentially harmful such as alcohol, tobacco, gambling and unhealthy foods, which can be particularly dangerous if they are targeted at children (which they commonly are). Dark ads can also target specific demographics, like race or gender, or other personal traits. For example, Carah (2022) explains that “people identified as high-volume alcohol consumers” are more likely to be targeted for alcohol advertisements, which is sinister because that can be detrimental for their mental and physical health.

I can’t personally recall any specific experiences I’ve had with dark advertising – which demonstrates the insidious manipulation tactics they use; they are so secretive and sneaky you may not even realise if you’ve been the target of them. In regards to targeted advertising, I’ve begun to notice and analyse the ads I’m shown on social media more critically. I mostly receive ads for clothing, fashion, makeup/skincare, and food, though these are very broad topics and likely are shown to most people who share the same demographics as me.

A key point that I found insightful was the social role of advertising in society. People make meaning through the institutions in society like schools, university, family, news, sports, media, etc. Ads for such institutions can be used to reinforce values in society and try to persuade people to engage with their product by playing to their principles (Trott et al, 2021). These also must adapt to the evolving times. For example, 60 years ago there were advertisements promoting cigarettes, whereas now we have ads to discourage and warn about the dangers of smoking. Moreover, ads that want to appeal to families would include family values in their promotions like love, happiness, and solidarity. This demonstrates the social and cultural role advertising plays in perpetuating values in society.

Carah N, Brownbill A, Dobson A, Robards B, Angus D, Hawker K, Hayden L, and Tan X (7 September 2022), ‘How dark is ‘dark advertising’? We audited Facebook, Google and other platforms to find out’, The Conversation, accessed 8 August 2024, https://theconversation.com/how-dark-is-dark-advertising-we-audited-facebook-google-and-other-platforms-to-find-out-189310

Trott, V, Li, N, Fordyce, R, and Andrejevic, M (2021) ‘Shedding light on “dark” ads’, Continuum (Mount Lawley, W.A.), 35(5), 761–774. https://doi.org/10.1080/10304312.2021.1983258