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Hayli Keith
Mrs. DeBock
English 4 Honors
October 29
Essential Question: How has the growth of social media impacted advertising?
Working Thesis: The growth of social media has expanded the opportunity to advertise online.
Refined Thesis: The growth of social media has expanded the opportunity to advertise online,
create more personalized ads, and reach a wider audience; although, advertising online isnt
always beneficial.

Annotated Bibliography
"Ads Turn Young into Gamblers." Age [Melbourne, Australia] 15 Aug. 2015: 6. Opposing
Viewpoints in Context. Web. 29 Oct. 2015.
Online betting companies are reaching out directly into the feeds of adolescents on social
media, prompting fears that they are encouraging children and teenagers to gamble. A Southern
Cross University study reported that there were few regulations restricting gambling companies
from advertising on social media, so they reached many more people than traditional outlets,
such as television. The study showed that posts showcasing brands and encouraging people to
place bets online or visit venues could influence young people to gamble. Some operators want
to promote their brands on social media rather than directly encouraging gambling; it is seen as
indirect support towards their gambling businesses. The main concern was that young people

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were being exposed to a vast amount of gambling operators on social media, this is where the
line is typically drawn and the negative effects of advertising are shown. This article is crucial to
my topic because it plays devils advocate and displays the negative side of online advertising.

Elliott, Stuart. "When the Marketing Reach of Social Media Backfires." New York Times 16 Mar.
2011: B3(L). Opposing Viewpoints in Context. Web. 28 Oct. 2015.
Social media such as Facebook, Twitter and YouTube have been embraced as effective
new ways to reach consumers, but what happens when behavior on social media is deemed
antisocial? Here you have an incident where the spokesperson for a company acts out by saying
something vulgar and unappealing on social media, in which it then gets negatively turned
around on the business. Although advertising is an important aspect of marketing for businesses,
they have to be careful when choosing who represents their company. Representation is a large
part of advertising and companies want to make sure that they choose someone who is a
favorable, well-known person as well as someone who is respectable and politically correct.
Anything negative that a representative of the company does or says could reflect negatively on
the company, and could potentially put a damper on consumer loyalty. This article is crucial to
my topic due to the fact that it shows how the relationship between advertising and social media
is not always a positive thing and could create impending backlash.

Marchese, Joe. "User-Generated Content Does Not Threaten Advertising." User-Generated

Content. Ed. Roman Espejo. Detroit: Greenhaven Press, 2007. At Issue. Rpt. from "The

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Myth of 'User'-Generated Advertising." Online Spin. 2007. Opposing Viewpoints in

Context. Web. 29 Oct. 2015.
Advertising agencies and industry professionals use ads that showcase user-generated
date and campaigns so it draws in more of an interest with consumers. The term "User-generated
advertising" is misleading because it downplays the review and selection processes that
advertisers control when user-generated content is featured in advertising campaigns. The
creative process is key to generating an appealing ad so by collecting insight from social media
into what people are most interested in businesses can construct the most efficient advertisement
possible. Not only can businesses benefit from gaining inside information about what people
prefer, but social media outlets can benefit by displaying more personalized ads. This article
helps to show the benefit of using social media to create more appealing and personal
advertisements.
"New Strength for Old Media." Sydney Morning Herald [Sydney, Australia] 13 July 2012: 5.
Opposing Viewpoints in Context. Web. 29 Oct. 2015.
A new social media engagement index studied the behavior of social media fans and
found that many of the fields considered most in touch with new social media trends - in
particular fast-moving consumer goods - had the least-engaged fans. This report found that
brands which hold a higher emotional attachment in consumers' minds will generate more
engagement on social media; because humans instinctively react more to content that
emotionally resonates with them rather than just trending items. Social media advertising
attributed to the strength of traditional media's Facebook performance to its established
reputation for reliable news and news selection. Different types of ads are not only beneficial to
the corporations but could potentially benefit the social media outlet itself by generating more

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interest and activity. This article helps to show the positive and mutually beneficial relationship
between social media and online advertising.

Trigaux, Robert. "Tweeting Rays Want to be Your Friend." St. Petersburg Times [St. Petersburg,
FL] 26 Mar. 2011: 4B. Opposing Viewpoints in Context. Web. 28 Oct. 2015.
The Rays are pitching an emotional appeal to fans by using print, TV and radio, digital
billboards and social media advertising: Come bond with the Rays first hand at Tropicana
Field. Management for the team posts ad campaigns that use videos of fan memories of the
2008 Cinderella season that took the Rays from worst to first in the American League and into
the World Series. The Rays social media managers had gained extreme popularity through the
use of posting those videos and montages on Facebook. Statistics show that the value of the
Rays increased five percent due to the upsurge in the rate of awareness and spread of information
through social media. This article relates to my topic by showing how a team or business could
gain popularity through the use of posting advertisements on social media.

Tsukayama, Hayley. "SocialCode Hires 15 Employees From Digg.com." Washington Post 10

May 2012. Opposing Viewpoints in Context. Web. 28 Oct. 2015.
Engineers work on products that compile and analyze data from social networks to help
companies glean more information about their customers. Businesses could benefit by paying
attention to trending items on social media, it could give them an inside look into what people
are truly interested in. According to the Social Code chief executive Laura O'Shaughnessy,
"There is an enormous amount of data about trends in all of these social networks." The

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opportunity to focus more closely on social media is an important tool, advertising over social
media is a huge marketing opportunity and could potentially become a more strategic way to
gain consumers. This article explains the main point of my topic and how businesses can use
social media to find out what consumers really want, therefore giving themselves an upper hand.