Beruflich Dokumente
Kultur Dokumente
Julianna Cohen
Prof. Rodrick
ENGL 115
29 September 2017
When you go on social media, you see the lives of your friends and family, but do you take
the time to look at the 5-second advertisement from Macys or Bloomingdales or any other major
company? Social media has become a new way for companies and businesses to advertise and
connect with their customers and create themselves a positive identity to the public. Companies
have been using social media to make a positive image of themselves into the public but social
media has also allowed the public to realize and state criticism of their negative public
advertisements. Social media allows people to create an identity but the public who views these
identities are the ones who decide if they are truly a positive or a negative one. Corporations and
companies are able to use social media and technology to create their own identity with
customers but contain both the positive and negative sides to them with advertisement and
connection such as with customer interaction, product advertisement, and false-ad advertising on
social media.
Customer interaction is one of the most important ways of keeping business and social media
has allowed companies to expand this interaction. Customers are the voice that can help a
business grow or push it down to the ground. Social media has been seen as instrumental to the
both businesses and their customers, enabling customers to create shared meaning of marketing
messages as intended by businesses and allowing the new generation of derivative marketing
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prolonged voice to the face of businesses (Zhang and Hsin 673). Businesses use two-way
communication to show their world identity to their customers and allow the customers to
express their voice and opinions back. Zhang is expressing the fact that allowing businesses to
directly hear from their customers is permitting their views and opinions on the identity of
business to them be heard. Businesses start with a blank slate until the opinions of the customers
come into view and transform the reputation that a business has. Zhang also states that it is the
ability and willingness of the users to participate and contribute that enables an interactive
communication and without the customers permission to state their views and have them heard,
there is no interactive communication to be had (Zhang and Hsin 673). Businesses market with
creating an identity that to be seen by the public and hope that consumers are willing to articulate
their assessment of the identity that this business comes across with. Zhang expresses that being
willing is the only way for businesses to get the information and data they need to be able to find
out how to better connect with customers and bring forth the information they need to deliver.
Product advertisement is another way businesses use social media to distribute their platform
and expand the market their business identity is seen from. Businesses have introduced multiple
new ways to expand marketing and bringing their product or service to their customers. One of
the new ways that product advertising is being used is through the use of online social coupons.
Networks like Groupon and LivingSocial have brought networking and shopping together by
allowing people to buy into a group discount which allows businesses to become known as
places of affordability and maintaining connections with others (Kumar and Sundaram 4).
Consumers want to be able to go to places of affordability that still provide a quality service and
try to market these things to consumers by the use of media networks that advertise group
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discounts which help bring forth the affordability viewpoint. Kumar introduces an aspect of
maybe just advertising on social media with common product placement. With businesses
constantly being in the public eye, any way to make their public identity known as a positive one
they will push forward with effort. Networks like Groupon are brought towards businesses to
show consumers a positive aspect and that affordability and discounts is an important part of
their business model. As Kumar also states Goods and services are sold on the basic premise
that a product or a solution has been created by the people for the people who are looking to
solve a specific problem or to fulfill a want or a need and sometimes business lose focus on
advertising that a product fulfills this need for the consumer (Kumar and Sundamar 6).
Businesses, when advertising on social media has become a constant, the focus on selling a
product that fulfills a need is sometimes lost in the focus of flashy images and eye-catching
creations. Businesses need the identity of themselves and their products to be displayed, as
customer-focused and problem-solving and social media is a way to advertise this and have
customers respond their own experiences with the businesses and products.
While social media is allowing businesses to advertise the positive and required consumer
interaction with themselves and products, it also allows for business to use false-advertisement
and harmful advertisement targeting of their products. When businesses advertise products on
any form of media such as social media or television media, the advertisement will always have
some form of intended audience. Technology has allowed for these advertisements to reach a
wider range of audiences and have more precise focus for product advertising, which allows
companies to target audiences with the wrong product. As seen from this video posted on
advertisements especially made for kids with the use of flashy images and cartoon-like designs
(Junk Food Ads and Kids). As Sally Dunlop states in her article, Common techniques used to
engage children and adolescents with these unhealthy food and beverage brands when allowing
companies to use harmful product advertising included flash animation, music and games
(Dunlop). As the advancement of technology has continued to grow, advertising companies have
been able to expand the imagery used in commercials, which allows them to reach a wider target
audience. Dunlop is expressing that these images created for the commercials and advertisements
may give companies a positive identity to the target audience, kids, but give themselves a
negative identity to the parents and adults who are able to understand and realize the work of
harmful advertising. Another strong area of harmful advertisement that has maintained steady
over the years is the marketing of tobacco on social media. Dunlop brings forth in her article the
statement that The most researched social media site in the tobacco control field is YouTube,
with many studies describing the prevalence and type of tobacco-related imagery on the site
such displaying the strength businesses will bring forth to transform a harmful product into a
positive identity on social media with uses ranging from product reviews to smoking fetish
imagery (Dunlop). Tobacco companies create a product that is proven harmful and have to use
any form of advertisement like social media to not give themselves, the company, a positive
identity, but the product itself. While companies are using technology to give them easier access
to their customers, the companies use this access to transmit the harmful advertisements and
products to their target demographic. Technology allows manipulation and use of rhetoric to
convince the targeted demographic that there product is safe and a necessity that in truth is a
With the use of technology and social media, identity has been maintained as an important
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and necessary aspect of companies and businesses creating an identity with the customer, which
could maintain positive and negative aspects such as customer interaction, product placement,
and false and harmful advertisement on network platforms. Companies believe that consumer
feedback is necessary in evaluating the effectiveness of advertising and with taking the
comments written by their consumers, they are able to improve how the public views themselves
and their products. Social media is a hub for product placement and allows companies to connect
with a wider range of audience. The connection of companies to customers needs expansion to
improve the growth of the company and how consumers are able to feel that their needs are
being met. While technology and social networks have allowed product advertising, harmful
products and false advertisement have now been able to achieve easier access to its target
audience. Technology is allowing the public face and identity of companies to be shown to wider
audiences but the positive and negative interpretations of that face is the job of the consumer.
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Work Cited
Dunlop, Sally, et al. "Marketing to youth in the digital age: the promotion of unhealthy products
and health promoting behaviors on social media." Media and Communication, vol. 4, no.
libproxy.csun.edu/login?url=http://link.galegroup.com/apps/doc/A459001254/OVIC?u=c
Junk Food Ads and Kids. YouTube, uploaded by Common Sense Media, 11 October 2013,
Kumar, V. and Bala Sundaram. "An Evolutionary Road Map to Winning with Social Media
Marketing." Marketing Research, vol. 24, no. 2, Summer 2012, pp. 4-7. EBSCOhost,
libproxy.csun.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=buh
Zhang, Chrystal B. and Lin Yi Hsin. "Exploring Interactive Communication Using Social
Media." Service Industries Journal, vol. 35, no. 11/12, 15 Aug. 2015, pp. 670-693.