Advertising Ethics

24 09 2011

The importance of having sound ethics is instrumental in journalism, but also is a central tenant of advertising and building brand loyalty. Advertising is the mixture of art, commerce and persuasion. To be viable in commerce and persuasion, it is paramount to demonstrate ethical-decision making when appealing for people’s money. Leo Burnett, father of advertising, said “Regardless of the moral issue, dishonesty in advertising has proved very unprofitable.”

To be successful in advertising, you must not only have ethics but appeal to hearts and minds, use testimonials, endorse with celebrities and create recognizable characters. Your brand and product needs to evoke a very specific response in-order to maximize advertising dollars.

Finally, we learned about the trap of plagiarism, and how it destroys the careers of journalists. A simple photo-edit, 2 inch story or conjured-up source can immediately lead to the embarrassment of the individual, and the entire industry itself. The main message is: don’t plagiarize, because it’s only a matter of time before someone discovers your surreptitious methods.





Marketing Oneself to the Media

17 09 2011

Amy Simons recently held lecture over the importance of blogging and marketing yourself to potential employers. She stressed the importance of consistently giving your audience fresh material and finding a niche in the mass market that encompasses the blogosphere. At the same time, our blogs can be a personal, yet professional, view at our inner thoughts and interests. It could even  lead to a company hiring you because they can relate your work with their corporate goals and direction.

Blogs are a great way to express yourself and connect with your audience on a more humanistic level. Two blogs I personally enjoy is by Jamison Hensley on ESPN: http://es.pn/bbQoN and Peter King on Sports Illustrated: http://bit.ly/JapB. Both blogs look at in-depth aspects of the NFL, and provide the reader with a unique perspective to certain teams, and the NFL in general.

I hope my blog will help market myself to potential media corporations, and assist me at becoming a better writer and journalist. Also, I believe blogging could provide a healthy outlet for me to express my feelings and opinions on current media issues. Hopefully, I could create a blog that rivals some of the aforementioned sports writers and parlay it into a career. At least that’s the goal!





Multimedia: Using Images to depict 9/11

10 09 2011

As we remember the fallen heroes and lost lives of innocent people from the tragedy that was 9/11, the media continues to unstrung the events, that happened 10 years ago, by using a myriad of different multimedia channels.  From videos about families dealing with a personal lose like this one http://bit.ly/qbKHOS, to a compilation of “Where were you” illustrated by photos or short testimonials: http://nyti.ms/qspF4F. Events like 9/11 are hard to summarize as ink on paper or traditional media avenues. To properly capture the raw emotions of a fearful child or an awestruck taxi cab driver, we need to continue to push past our preconceived notions of media use.

The New York Times created an entire webpage linking you to different perspectives and stories: http://nyti.ms/odVVBs. There is so many different angles to cover an event like 9/11, so as journalists we need to be creative and open in determining which way we need to convey a story. But we must also be careful about respecting people and their loses while capturing emotion. Using good judgement and the objective method is absolutely necessary with dealing with tragic events.

In conclusion, the technology at journalists disposal is growing more in-depth and impactful every year. When it comes to events like 9/11 that congeal an entire nation, it is imperative to present these stories in a compelling and relevant way.





Capturing a Moment With Multimedia

3 09 2011

While journalism continues to change throughout the 21st century, the need for excellent presentation, in-addition to great writing, is paramount. A journalist of today isn’t just a writer, but a photographer and videographer. The need for a journalist to understand cross- utilization in other areas becomes more-and-more important as people continue to seek out different avenues to access this news and media.

 

A great example of multimedia journalism is Choosing Thomas: http://www.youtube.com/watch?v=ToNWquoXqJI. This piece was by the Dallas Morning Star on the decision to keep the precise life of a trisomy 13 baby; babies who have this chromosomal deficiency typically only survive for a few days. It was an excellence piece that captures raw emotions of parents caring for their weak, suffering baby boy.

 

Technology is adding new tools for journalist, and we must be pragmatic in using these advancements to better capture and captivate or audiences. Without doing so, we are nullifying the potential to maximize our work.