Study Task 3: Harvard References and Triangulation

In this session we learnt how to triangulate and reference a theme form our chosen subject and pull together information, quotes and paraphrase from books or articles that we found information for our subject from. We learnt how to use the Harvard Referencing system which we will need to do for our essay in order to show where we got our information and references from. I looked at Digital Advertising for this session as I thought that I can use the information or the actual paragraph that that I'm going to write in this session as part of my essay as I'm going to pull together information from different themes from my chosen subject for my essay and I thought that digital advertising would be one of those themes as it shows the development of advertising now.
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Digital advertising is now becoming a present normal thing in our society as more and more people are using their phones or computers rather than reading books, magazines or newspapers. Burgoyne & Fiandaca (2010), Armstrong (2001) and Inc.com. 2017 have all commented on the fact that the digital media today has greatly affected how consumers are being treated by brands and marketers. Burgoyne & Fiandaca (2010) has highlighted the fact that through digital media consumers are now becoming more aware of what they are being advertised with and can now challenge their realness and authenticity, which “…lying, skimping, shrinking a responsibility, or denying a truthful allegation is simply no longer an option. You’ll be found out” (p. XX). This points out how brands are now promoting themselves in a way which can make the consumers relate to their products and make them sound human, rather than “batter them with submissions or worry them into purchases.”(p. XX). In addition, Armstrong (2001) has mentioned the use of ‘active advertisements’ which can engage the audience on the webpage that consists of an advertising. Having these active advertisement’ will make the consumers possibly click on the advertisements which will move them to a different webpage which contains that whole context of the advert and will possibly make them buy a product; by using this, the advertisers are making the consumers feel as if they are the ones in control of the adverts and products that they are viewing online which may in turn make them trust the brand as they feel they voluntarily clicked on the advert themselves. Similarly, Hendrick (2017) wrote how nowadays adverts seen by consumers on their phone screens, computer or tablet screens are being personalised for the consumer through “formats that align with your audience’s browsing behaviour”, and are made to be mostly in videos to make it more interactive and engaging, as well as having ‘integrated strategies’ which correlate to the activities they do on their devices e.g. checking emails in order for the advert to be effective and successful.

Drew Hendricks Three Trends that Shaping the Future of Advertising [Online] (Published 14 Mar 2017) Available at https://www.inc.com/drew-hendricks/three-trends-that-are-shaping-the-future-of-advertising-and-how-to-stay-ahead.html (Accessed 22 Oct 2017),

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