“Digital advertising affects us in ways traditional advertising does not. Discuss.

EXERCISE 1: Think about and write a brief summary of arguments for and against this question.

There are some arguments for and against this statement. On the one hand, we have
personalized advertising which is a powerful tool that uses users' online data to show them more
relevant ads and offer them a higher quality experience. Another argument is that there is more
exposure and this gives rise to less control of the information, invasion of privacy or confusion
about how it works. In addition, digital advertising is more attractive and more accessible
because there is more feedback and more data, there is also more social sharing, so consumers
interact with others, etc. A possible example of this reason in the text is “The literature is still
relatively nascent, however, and more research is of course needed— particularly given the
ever-changing nature of the digital/social media/mobile environments in which consumers are
situated and interact with brands and each other”. (Stephen, 2015, p.3) On the other hand, older
people are probably affected more by traditional advertising than digital one because they are
not as accustomed to the digital age and may prefer to see advertisements on TV, radio, or even
on posters. The text says “Younger people—the next generation of mass consumers—have
similarly high levels” (Stephen, 2015, p.3), meaning that young people are the ones who
probably consume more technology than older people. Furthermore, traditional advertising still
holds a majority because TV advertisements, for example, reach a very wide audience due to
the number of times they are shown.

Andrea Villasante Olivares