Spring Break
MAELSTROM: We're not for sale
by Rebecca Blady
Acting Forum Editor
Columnists | 11/11/08
Posted online at 2:22 AM EST on 11/11/08
Mark Zuckerberg makes a lot of mistakes. As avid users of his product, Facebook, we probably have all complained about one feature or another that seemed too intrusive. Who wasn't disturbed by the release of the mini-feed or the ability to send instant messages to online friends?
Facebook seems to develop features that are increasingly more personal. And although it's done ever so subtly, its advertisers are following suit, revealing a somewhat skewed opinion about college students.
Once in a while, I catch a glimpse of the ads to the right of my profile:
"Discover the diet that celebrities use to get thin. I'm no celebrity, but it worked for me!"
"Is your Mac running slow? Exclusive discounts for college students online! Visit us today to get your Mac running at peak performance. Free roundtrip shipping!"
"No Student Debt: Leave school debt free! BuZZfund is the place where you can showcase youself in order to receive tuition dollars as a gift!"
"What Color is your Heart? A person with a Black Heart has an aggressive personality. They are as opinionated and as lovers get along with very selective partners."
Personalized advertising may seem like a revolutionary idea in the Facebook realm. Since the ads on our profiles are customized to our interests, genders, activities and other preferences, it appears as if Zuckerberg has extended stalking capabilities to his advertisers as well. Good work, Mark.
Let's not forget, though, that this really is how advertising works. Car and beer commercials abound during sports games. Toy commercials play during the breaks in early morning children's cartoons. Advertising is consistently geared toward a specific audience. But the degree of specificity that advertisers can achieve through Facebook is frightening.
And herein lies the trouble.
Some ads make sense. Weight loss and beauty advertisers target me because I'm female. Travel deals and tuition cuts show up because I'm a student. Apple products like iPhones and Macs are generally useful for people in my age group.
Facebook seems to develop features that are increasingly more personal. And although it's done ever so subtly, its advertisers are following suit, revealing a somewhat skewed opinion about college students.
Once in a while, I catch a glimpse of the ads to the right of my profile:
"Discover the diet that celebrities use to get thin. I'm no celebrity, but it worked for me!"
"Is your Mac running slow? Exclusive discounts for college students online! Visit us today to get your Mac running at peak performance. Free roundtrip shipping!"
"No Student Debt: Leave school debt free! BuZZfund is the place where you can showcase youself in order to receive tuition dollars as a gift!"
"What Color is your Heart? A person with a Black Heart has an aggressive personality. They are as opinionated and as lovers get along with very selective partners."
Personalized advertising may seem like a revolutionary idea in the Facebook realm. Since the ads on our profiles are customized to our interests, genders, activities and other preferences, it appears as if Zuckerberg has extended stalking capabilities to his advertisers as well. Good work, Mark.
Let's not forget, though, that this really is how advertising works. Car and beer commercials abound during sports games. Toy commercials play during the breaks in early morning children's cartoons. Advertising is consistently geared toward a specific audience. But the degree of specificity that advertisers can achieve through Facebook is frightening.
And herein lies the trouble.
Some ads make sense. Weight loss and beauty advertisers target me because I'm female. Travel deals and tuition cuts show up because I'm a student. Apple products like iPhones and Macs are generally useful for people in my age group.
Viewing Comments 1 - 1 of 1
Peculiar
posted 11/11/08 @ 10:37 PM EST
I think it's interesting that this writer chooses to address the mindless personality tests, as apposed to the "Weight loss and beauty advertisers [that] target [her] because [she's] female. (Continued…)
Post a Comment