It all felt so romantic when Stephen Patrick David Gately, the co-lead singer of Boyzone sang\u2026 \u201cIt\u2019s only words, and words are all I have, to take your heart away!\u201d Words are indeed powerful. Craft them with passion, it becomes poetry. Wield them with hatred, they become weapons of mass destruction. The art of advertising is all about treading on the path that\u2019s in between these two extremes. This article explores the fine line between using sensitive content and sensationalised content. There\u2019s a stark difference apart from just the words that sound similar.<\/p>\n\n\n\n
Sensitive Content Marketing<\/strong><\/p>\n\n\n\n If you look at our country\u2019s rich heritage and culture, they are deeply rooted in many facets of our daily lives. Be it waking up and praying to The Almighty for having blessed us another day to be grateful for who we are, or be it for looking forward to a wonderful day, fuelled with dreams and aspirations. We are a generation full of a confluent culture. The new generation has traditional belief systems. The older generation is Rad AF!<\/p>\n\n\n\n That\u2019s all the brighter side. Talking about the marketing of sensitive content, customers entrust brands with confidential information and they are often betrayed in ways more than one. The spam calls that customers receive on a daily basis testifies the fact that a customer\u2019s confidential information is up for grabs in the data market. The recent Apple commercial shows it quite literally how companies bid the data in the auction. So, how are companies tackling such sensitive issues?<\/p>\n\n\n\n Authentication:<\/strong> It is quite evident that the security of information is inevitable and imperative. Knowing who the user is and who is allowed to view your content, almost all social media platforms have made sure to cover this part pretty well. That\u2019s the reason viewing, editing and sharing content from Facebook, Instagram, Twitter, WhatsApp, etc. are user-centric.<\/p>\n\n\n\n Protection:<\/strong> Unlike Captain America\u2019s vibranium shield, or Tony Stark\u2019s ostentatious gold-titanium alloy suit, data protection is something that won\u2019t reach the end-game. Making content secure with multi-bit encryptions is something that we all, as customers, trust the companies to take care of. Encryption-based protection of data is something that we are all vouching for and hopefully, there would be something even more advanced, like Ultron.<\/p>\n\n\n\n AI-enabled Content Management:<\/strong> Speaking of Ultron, Google recently had a fiasco wherein an AI became sentient. That sounds scary, yet cool that we have finally reached the \u201cAge of Ultron\u201d situation wherein we are no longer in control. Content leaks, and misuse of information, are simply the outbreaks we can witness if the content isn\u2019t managed well. Spotify, YouTube, and Facebook are working on algorithms that show you content that is exclusively designed for you. So, if there\u2019s something you like, the world will come to know.<\/p>\n\n\n\n Sensationalism in Advertising<\/strong><\/p>\n\n\n\n On the flipside of Sensitive Content Marketing, there are those who use the content for the sake of sensationalism. They just want to be in the news. In the advertising fraternity, there\u2019s a word for \u201cSensationalism Advertising\u201d as well \u2013 it\u2019s called \u201cRagebait\u201d. Content that hurts people\u2019s \u201cReligious Sentiments\u201d comes under this kind of advertising.<\/p>\n\n\n\n United Colours of Benetton\u2019s UnHate<\/em> campaign can be quoted as a classic example. Though it had an angle of sensationalism, there was also a hint of evangelism. The brand wanted to promote love regardless of caste, colour, creed, or race, but they chose a \u201creligiously sensationalised\u201d angle to prove a point, which indeed was received well and did win some awards too.<\/p>\n\n\n\n In the Indian context, the recent SHOT deodorant commercial was caught in the crossfire of \u201cRagebait\u201d wherein the audience believed that the commercial promoted rape culture. Now, rape is a topic that not many are comfortable talking about, but someone has to address the elephant in the room. There was also an instance where a woman saw something lurid in the Myntra logo and the brand had to bear the brunt of an individual\u2019s voyeuristic outlook. It\u2019s not always the brand or the agency that\u2019s at fault. Concluding the article again on a poetic note, \u201cbeauty lies in the eyes of the beholder\u201d and sometimes, even \u201cugliness lies in their own eyes and mindset\u201d.<\/p>\n\n\n\n At 3 Dots Design Pvt. Ltd., creativity is something we encourage at all times. Be it for our real estate clients who always come up with new projects in new locations or be it for our diversified clients in retail, healthcare or events, we have always ensured that the content for each client tells a story. Being one of the best ad agencies in Pune, we have a well-experienced, highly qualified team of content writers, content strategists, and brand managers who tick all the boxes when it comes to differentiating between sensitive content and sensationalised content. If you wish to know more about who we are or what we do, visit www.3dotsdesign.in<\/a> or get in touch with us at contact@3dotsdesign.in<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" It all felt so romantic when Stephen Patrick David Gately, the co-lead singer of Boyzone sang\u2026 \u201cIt\u2019s only words, and words are all I have, to take your heart away!\u201d Words are indeed powerful. Craft them with passion, it becomes poetry. Wield them with hatred, they become weapons of mass destruction. The art of advertising […]<\/p>\n","protected":false},"author":1,"featured_media":1208,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[523,524,525,37,266,6,256,174,77,335,267,165,111,40,29,49,128,20,54,62,60,25,124,357,141,522],"tags":[203,207,53,197,577,211,47,208,201,19,35,15,210,205,573,576,574,572,104,209,212,206],"yoast_head":"\n