An advertorial is an advertisement in the form of an editorial. The term “advertorial” is a portmanteau of “advertisement” and “editorial.” And was coined in 1946. In printed publications, the advertisement is usually written in the form of an objective article and designed to look like a legitimate and independent news story. In television, the advertisement is similar to a short infomercial presentation of products or services. These can either be in the form of a television commercial or as a segment on a talk show or variety show.
In radio, these can take the form of a radio commercial or a discussion between the announcer and representative Advertorials differ from traditional advertisements in that they are designed to look like the articles that appear in the publication. Most publications will not accept advertisements that look exactly like stories from the newspaper or magazine they are appearing in. The differences may be subtle, and disclaimers—such as the word “advertisement”—may or may not appear.
Sometimes terms describing the advertorial such as a “special promotional feature” or “special advertising section” are used. The tone of the advertorials is usually closer to that of a press release than of an objective news story. Advertorials can also be printed and presented as an entire newspaper section, inserted the same way within a newspaper as store fliers, comics sections, and other non-editorial content. These sections are usually printed on a smaller type of broadsheet and different newsprint than the actual paper. Many newspapers and magazines will assign staff writers or freelancers to write advertorials, usually without a byline credit.
A major difference between regular editorial and advertorial is that clients usually have content approval of advertorials, a luxury usually not provided with regular editorial. A related practice is the creation of material that looks like traditional media (for instance, a newspaper or magazine) but is actually created by a company to market its products. One familiar example is airline in-flight magazines, which may feature reports about travel destinations to which the airline flies.[2] Historically, advertorials were less frowned upon and newspapers would even “show how magazine advertising is serving the public”.[3]
Television
Daytime programs featuring light talk designed to draw in mainly a female audience, often use advertorial segments which feature presentations of products, services, and packages by businesses. A representative of a business will have a discussion with a regular host, along with perhaps making a special offer for viewers. These segments are designed to give a business a detailed presentation of their service that might not be possible in a traditional thirty-second or one minute advertisement
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