scholarly journals Trust Me, You Should Buy This: Cosmetic Marketing and Product Reviews on YouTube

2021 ◽  
Author(s):  
Jennifer Spiteri
Keyword(s):  
Public Relations ◽  
Online Advertising ◽  
User Generated Content ◽  
Online Video ◽  
Product Reviews ◽  
The Public ◽  
Noam Chomsky ◽  
Private Interests ◽  
Banner Ads ◽  
Advertising Models

YouTube beauty gurus, in combination with traditional marketing and advertising techniques, manipulate the opinions of cosmetics consumers. Today, advertising techniques are not only being applied online by companies and corporations using conventional strategies (e.g. banner ads and text-based Google ads), but are becoming blended, integrated, and disguised as user-generated content. So-called “beauty gurus,” for example, are using online advertising platforms to spread messages that promote cosmetic products to the public on behalf of corporations. This paper will examine how beauty gurus on YouTube review products while offering advice that is accepted as truth on an allegedly democratic, or at least user-generated, online platform. This Major Research Paper will examine the application of advertising models and propaganda techniques to YouTube beauty marketing using the insights of Edward S. Herman and Noam Chomsky (1988), as well as Edward Bernays (1935), whose ground-breaking and influential methods of analyzing advertising and public relations can offer new insights into contemporary online media and the ways these seemingly open platforms are being taken over by private interests and large corporations (all while projecting the images and ideals of authenticity, amateurism, and open access). This study will demonstrate that YouTube beauty reviews are a form of advertising that utilize trust and bias, two important factors that Herman and Chomsky (1988) and Bernays (1935) explore, in order to disguise advertising as individual opinion expressed in the interest of the consumer. My findings suggest that corporations have been able to adapt traditional methods of beauty marketing to YouTube (and, implicitly, other online video platforms beyond the scope of this study) through the use of “beauty gurus.” Despite disclaimers in these “beauty gurus’” YouTube channels that products have been sent to them for free, the lines between what constitutes an advertisement and what constitutes user generated content are being blurred. My suggestion is that this blurring leaves the public confused and more susceptible to influence within the realm of online beauty guides, reviews, and tutorials.

scholarly journals Trust Me, You Should Buy This: Cosmetic Marketing and Product Reviews on YouTube

2021 ◽  
Author(s):  
Jennifer Spiteri
Keyword(s):  
Public Relations ◽  
Online Advertising ◽  
User Generated Content ◽  
Online Video ◽  
Product Reviews ◽  
The Public ◽  
Noam Chomsky ◽  
Private Interests ◽  
Banner Ads ◽  
Advertising Models

YouTube beauty gurus, in combination with traditional marketing and advertising techniques, manipulate the opinions of cosmetics consumers. Today, advertising techniques are not only being applied online by companies and corporations using conventional strategies (e.g. banner ads and text-based Google ads), but are becoming blended, integrated, and disguised as user-generated content. So-called “beauty gurus,” for example, are using online advertising platforms to spread messages that promote cosmetic products to the public on behalf of corporations. This paper will examine how beauty gurus on YouTube review products while offering advice that is accepted as truth on an allegedly democratic, or at least user-generated, online platform. This Major Research Paper will examine the application of advertising models and propaganda techniques to YouTube beauty marketing using the insights of Edward S. Herman and Noam Chomsky (1988), as well as Edward Bernays (1935), whose ground-breaking and influential methods of analyzing advertising and public relations can offer new insights into contemporary online media and the ways these seemingly open platforms are being taken over by private interests and large corporations (all while projecting the images and ideals of authenticity, amateurism, and open access). This study will demonstrate that YouTube beauty reviews are a form of advertising that utilize trust and bias, two important factors that Herman and Chomsky (1988) and Bernays (1935) explore, in order to disguise advertising as individual opinion expressed in the interest of the consumer. My findings suggest that corporations have been able to adapt traditional methods of beauty marketing to YouTube (and, implicitly, other online video platforms beyond the scope of this study) through the use of “beauty gurus.” Despite disclaimers in these “beauty gurus’” YouTube channels that products have been sent to them for free, the lines between what constitutes an advertisement and what constitutes user generated content are being blurred. My suggestion is that this blurring leaves the public confused and more susceptible to influence within the realm of online beauty guides, reviews, and tutorials.

scholarly journals YouTube advertising: Exploring its effectiveness

2019 ◽  
Vol 19 (1) ◽  
pp. 127-145
Author(s):  
Elmira Djafarova ◽  
Kristina Kramer
Keyword(s):  
Social Media ◽  
Interactive Video ◽  
Online Advertising ◽  
User Generated Content ◽  
Advertising Effectiveness ◽  
Online Video ◽  
Factors Affecting ◽  
Academic Literature ◽  
Video Advertising ◽  
Theoretical Foundations

Advertising on YouTube is becoming increasingly popular due to its large potential in engaging existing and new target audiences via highly interactive video advertisements. However, YouTube is criticised for providing mostly lower value user-generated content. This leads to major concerns among marketers regarding how resources can be allocated most efficiently across channels and how effective YouTube is as an advertising channel. The purpose of this study is to evaluate existing literature exploring the effectiveness of YouTube advertising. This research contributes to academic literature by compiling a set of measures to assess advertising effectiveness and identifying factors affecting it in the context of online video advertising. In order to identify relevant criteria and frameworks for evaluating advertising effectiveness in the context of YouTube video advertising, the characteristics of social media and online video advertising were analysed and the theoretical foundations of online advertising were established.

scholarly journals SELF-ORGANIZATION OF THE PUBLIC OF FINLAND: FROM THE IDEA OF CIVIL SOCIETY TO THE PRACTICE OF ITS IMPLEMENTATION IN THE STATE GOVERNED BY THE RULE OF LAW

2018 ◽  
Vol 6 (3) ◽  
pp. 41-45
Author(s):  
Кирилл Лавринович ◽  
Kirill Lavrinovich
Keyword(s):  
Civil Society ◽  
Public Relations ◽  
Rule Of Law ◽  
Self Organization ◽  
The Rule Of Law ◽  
The Public ◽  
Private Interests ◽  
Leading Position ◽  
The Republic ◽  
Scientific System

The civil society of Finland is the subject of the study. The prerequisites of its formation, the stages of self-organization of the public in Finland are considered by the author. Special attention is paid to the characteristics of the current state of the civil society of the Republic of Finland and the diversity of its institutions. The Republic of Finland, which has proclaimed itself to be a state governed by the rule of law, is today one of the countries in which civil society and its institutions play an important role in regulating public relations and the organization of public life. General scientific (system, structural-functional, statistical) and special (formal legal, historical and legal) methods of legal research are the methodological basis of the study. The study concluded that in terms of civic engagement and volunteering, Finland occupies a leading position in the world. The civil society of modern Finland and its institutions are important subjects for the realization of public, corporate and private interests.

scholarly journals Pro-Science, Anti-Science and Neutral Science in Online Videos on Climate Change, Vaccines and Nanotechnology

2020 ◽  
Vol 8 (2) ◽  
pp. 329-338 ◽  
Author(s):  
M. Carmen Erviti ◽  
Mónica Codina ◽  
Bienvenido León
Keyword(s):  
Climate Change ◽  
Empirical Evidence ◽  
Scientific Information ◽  
User Generated Content ◽  
Online Video ◽  
Potential Influence ◽  
The Public ◽  
Online Videos ◽  
And Behavior ◽  
Attitudes And Behavior

Online video has become a relevant tool to disseminate scientific information to the public. However, in this arena, science coexists with non-scientific or pseudoscientific beliefs that can influence people’s knowledge, attitudes, and behavior. Our research sets out to find empirical evidence of the representation of pro-science, anti-science and neutral stances in online videos. From a search on Google videos, we conducted content analysis of a sample of videos about climate change, vaccines and nanotechnology (n = 826). Results indicate that a search through Google videos provides a relatively small representation of videos with an anti-science stance, which can be regarded as positive, given the high potential influence of this search engine in spreading scientific information among the public. Our research also provides empirical evidence of the fact that an anti-science stance is more frequent in user-generated content than in videos disseminated by other types of producers.

Heritage

2018 ◽  
Author(s):  
Omar Shaikh ◽  
Stefano Bonino
Keyword(s):  
Facial Expressions ◽  
South Asian ◽  
Online Video ◽  
The South ◽  
Men And Women ◽  
The Public ◽  
Video Footage ◽  
Community Heritage ◽  
Personal Accounts ◽  
The Way

The Colourful Heritage Project (CHP) is the first community heritage focused charitable initiative in Scotland aiming to preserve and to celebrate the contributions of early South Asian and Muslim migrants to Scotland. It has successfully collated a considerable number of oral stories to create an online video archive, providing first-hand accounts of the personal journeys and emotions of the arrival of the earliest generation of these migrants in Scotland and highlighting the inspiring lessons that can be learnt from them. The CHP’s aims are first to capture these stories, second to celebrate the community’s achievements, and third to inspire present and future South Asian, Muslim and Scottish generations. It is a community-led charitable project that has been actively documenting a collection of inspirational stories and personal accounts, uniquely told by the protagonists themselves, describing at first hand their stories and adventures. These range all the way from the time of partition itself to resettling in Pakistan, and then to their final accounts of arriving in Scotland. The video footage enables the public to see their facial expressions, feel their emotions and hear their voices, creating poignant memories of these great men and women, and helping to gain a better understanding of the South Asian and Muslim community’s earliest days in Scotland.

PUBLIC RELATIONS IN ARMENIAN STATE ADMINISTRATION AND BANKING SYSTEM

2017 ◽  
Vol 14 (2) ◽  
pp. 177-188
Author(s):  
A. Avetisyan
Keyword(s):  
Mass Media ◽  
Public Relations ◽  
Banking System ◽  
Mutual Understanding ◽  
The Real ◽  
The Public ◽  
State Administration ◽  
Or Organization ◽  
Government Institution

Benevolent relations between each government institution, company or organization and its publicity are provided by Public Relations specialists. They try to provide public with information, based on the real facts, which lead to the establishment and maintenance ofthe benevolent relations and mutual understanding. Taking into consideration the fact, companies and organizations generate relevant departments, responsible for communication with Mass media and the public. These departments take responsibility for making the organization presentative, for publicity and transparent work. The aim of the research is to identify the opportunities, weaknesses and achievements of Public relations in Armenian Banking System and State Administration.

The impact of the new media on public relations in the public administration in Kurdistan Region

2019 ◽  
Vol 7 (1) ◽  
pp. 268-288
Author(s):  
Dlan Ismail Mawlud ◽  
Hoshyar Mozafar Ali
Keyword(s):  
Information Technology ◽  
New Media ◽  
Public Relations ◽  
Public Administration ◽  
Management System ◽  
Theoretical Research ◽  
Kurdistan Region ◽  
The Public ◽  
Government Institutions ◽  
The Impact

The development of technology, information technology and various means of communication have a significant impact on public relations activity; especially in government institutions. Many government institutions have invested these means in their management system, in order to facilitate the goals of the institution, and ultimately the interaction between the internal and external public. In this theoretical research, I tried to explain the impact of the new media on public relations in the public administration, based on the views of specialists. The aim of the research is to know the use of the new media of public relations and how in the system of public administration, as well as, Explaining the role it plays in public relations activities of government institutions. Add to this, analyzing the way of how new media and public relations participate in the birth of e-government. In the results, it is clear that the new media has facilitated public relations between the public and other institutions, as it strengthened relations between them

The Specific Features of Public Relations Maintained by Libraries, Acting as Cultural Institutions

2020 ◽  
Vol 4 (1) ◽  
pp. 145-152
Author(s):  
Radosław Molenda
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Environment ◽  
Review Article ◽  
Cultural Institutions ◽  
Negative Stereotypes ◽  
The Public ◽  
The Social ◽  
Public Consciousness ◽  
Significant Question

Showing the specificity of the work of the contemporary library, and the variety of its tasks, which go far beyond the lending of books. The specificity of the library’s public relations concerning different aspects of its activity. The internal and external functions of the library’s public relations and their specificity. The significant question of motivating the social environment to use the offer of libraries, and simulta-neously the need to change the negative perception of the library, which discourages part of its poten-tial users from taking advantage of its services. The negative stereotypes of librarians’ work perpetuated in the public consciousness and their harmful character. The need to change the public relations of libra-ries and librarians with a view to improving the realization of the tasks they face. Showing the public relations tools which may serve to change the image of librarians and libraries with particular emphasis on social media. This article is a review article, highlighting selected research on the librarian’s stereo-type and suggesting actions that change the image of librarians and libraries.

Strategi Humas Partai Gerindra dalam Membangun Citra Partai pada Pemilu 2014

2017 ◽  
Vol 1 (1) ◽  
Author(s):  
Rialdo Rezeky ◽  
Muhammad Saefullah
Keyword(s):  
Data Collection ◽  
Public Relations ◽  
Media Relations ◽  
Executive Board ◽  
The Public ◽  
Community Or ◽  
The Subject ◽  
Main Components ◽  
The Right ◽  
Participatory Observation

The approach of this research is qualitative and descriptive. In this study those who become the subject of research is an informant (key figure). The subject of this study is divided into two main components, consisting of internal public and external public that is from the Board of the Central Executive Board of Gerindra Party, Party Cadres, Observers and Journalists. The object of this research is the behavior, activities and opinions of Gerindra Party Public Relation Team. In this study used data collection techniques with interviews, participatory observation, and triangulation of data. The results of this study indicate that the Public Relations Gerindra has implemented strategies through various public relations programs and establish good media relations with the reporters so that socialization goes well. So also with the evaluation that is done related to the strategy of the party. The success of Gerindra Party in maintaining the party’s image in Election 2014 as a result of the running of PR strategy and communication and sharing the right type of program according to the characteristics of the voting community or its constituents.Keywords: PR Strategy, Gerindra Party, Election 2014

L'importance des outils de planification forestière dans les opérations de relations publiques en Suisse | The importance of forestry planning tools in public relations operation in Switzerland

2004 ◽  
Vol 155 (11) ◽  
pp. 487-491
Author(s):  
Christina Giesch Shakya
Keyword(s):  
Forest Management ◽  
Public Relations ◽  
Management Plan ◽  
Public Understanding ◽  
The Public ◽  
Forest Management Plan ◽  
Forest Enterprises ◽  
Forestry Services ◽  
Regional Forest ◽  
Structured Questionnaire

The current study examines the importance of planning and management documents (notably the forest management plan and the regional forest plan) for public relations purposes. 17 people (15 forest engineers and 2 forest guards) were interviewed using a semi-structured questionnaire. The results of our survey show that some of the information used for public relations is taken from the planning documents. The forest management plan is primarily considered to be an internal document, but it also provides information on the objectives of forest enterprises, justifications of the planned measures, numbers and maps. The regional forest plan contributes to the public relations in three ways: its content provides information about objectives, description of forest functions, projects and measures. In addition, the participation of the public in the process of elaborating this plan is an ideal opportunity to heighten awareness in society and further public understanding of the forest and forestry services. Finally, as the regional forest management plan is in the public domain, it functions as a type of «show case» of the forest service.

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