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Can you think of the most annoying feature that occurs whenever you search the web or watching your favorite content on a video search engine? Trying to avoid advertisements before the video starts playing in YouTube is one of the most common annoying endeavor. Most of these ads will play at the beginning of the video as a means way of persuading the viewer to buy their product based on the history of their internet searching. Not only that, but in a common occurrence, the ads may come back during the middle of the video interrupting your time to promote either the same or similar product to you to re-remind the viewer about the price and/or trend of the product. Sometimes a skip button is there to avoid watching the full ad while others do not have that option and you are forced to watch it unless you decide not to watch your favorite music video or streamer by exiting out of the website manually. It is unfortunately understandable that these constant advertisements are a means way of making revenue for both the content creator in YouTube and to the company in charge of implementing these ads before the video starts. It is one of the few ways of attracting potential future customers to their products.

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In the book Buy-o-logy, Martin Lindstrom, a branding expert, covers the inner-working of how marketing companies managed to persuade consumers into buying their product as well as the history leading up to their branding being spread across current electronic devices such as smart phones and personal computers. The study of neuromaketing plays a big role in his book as it is “the study of the brain activity when presented with brandings and advertisements that simulates the brain as well as the increase in dopamine (happy feeling) levels” (Lindstrom 4-5). Companies perform these types of practices to get an individual or a group of people to purchasing their products through the use of clever advertisement tactics; as such to persuade the audience that they need said product.

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Children using electrical devices, such as an iPhone or a computer, have come across such advertisements while watching a social media outlet such as YouTube. In addition, playing a phone application can potentially prompt advertisements, that were given permission by the content creator, to play out during a set amount of time. Some of these pop-ups appear harmless when it mentions a type of branding food or kids' toy. On the other side of the spectrum, advertisement containing violent or inappropriate content may appear as well if the video or application did not factor children in its programing. The 2013 International Conference on Social Computing published a journal study (overseen by Ying Chen of Penn. State University) of the usefulness of advertisements. As a result of the research, only a small amount of advertisement networks considered the appropriateness of their pop-ups and lack of monitoring; the lack of policies is present as well (Chen 203). Until these companies construct a stable method of managing certain pop-ups, parents must supervise the types of content children are viewing on their mobile devices.


Sources

  1. Lindstrom, Martin. Buy.ology: Truth and Lies about What We Buy. Crown Business, 2010.

  2. Y. Chen, S. Zhu, H. Xu and Y. Zhou, "Children's Exposure to Mobile In-App Advertising: An Analysis of Content Appropriateness," 2013 International Conference on Social Computing, Alexandria, VA, 2013, pp. 196-203. doi: 10.1109/SocialCom.2013.36. Accessed 25 October 2018.