One of the problems faced with marketing using the digital text of current Mass Media, is how to effectively place your advertisement. Some marketers try and cheat by placing advertisement into Social Media comments & links. The dueling Komodo dragons connection to lady’s clothing seems surreal and possibly inventive; unfortunately, the context was created by a sneak-placement on the National Geographic Twitter page.
The actual Twitter post was , Photo of the Day – Dueling Komodo dragons, January 30 .
The third comment was from a clothing advertisement for women. There was no attempt to create context with some comment on the photograph.
The consequence is that the viewer must create their own interpretation and association. They may ignore the advertisement or snark about it and perhaps create a ironic context. There is a risk for the marketer that a comment could go viral and undermine the marketer & the product. Obviously, the marketer hopes that enough viewer will be curious enough to check out the Twitter page. The long shot that a viral reaction to the ad placement, even a negative one, could also potentially bring in a few customers.
So did this marketing context go wrong or not ? On a superficial level, it may have created a ridiculous surreal association in the minds of some viewers. If this association is something the viewer conscious of, then chances are that this will, at best, put the product line in a comical context. If the association is more glancing and barely acknowledged, then there is now way of knowing dueling Komodo dragons will encourage to purchase a lady’s jumpsuit.
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