Preparation

All you need to prepare is a PC and an internet connection. Alternatively, this exercise can also take place on a tablet or smartphone.

Method / Process description

In this exercise, the participants will learn about different forms of digital advertising. For this purpose, the participants are asked to research individual topics and then form their own opinion. 

Note: In order not to spread advertising ourselves, we deliberately refrain from naming concrete examples. Instead, the participants should find and exchange examples on their own. Ideally, the teacher can also prepare some examples in advance. 

Part 1 - Obvious advertising 

• The participants are asked to find specific examples of advertising on the Internet.
  • In the context of search results in different search engines
  • Advertisements on different websites 
  • Advertisements in social media (which are also labelled as advertisements)
• With regard to the results of the research, the following questions are to be answered: 
  • Is the advertisement recognisable as such and sufficiently labelled? 

Part 2 - "Hidden" advertising

• The second part of the exercise focuses on less obvious advertising. To do this, the participants are first asked to find out about the relevant mechanisms and then deliberately search for examples (tip: this part can be shortened by the teacher by providing examples to illustrate the point). 
• Example: Affiliate programmes
  • Research: What are affiliate programmes? How do they work? 
  • Task: Find examples of websites that use affiliate advertising.
  • Tip: You can use the search term "affiliate examples" in a search engine.
• Example: Product tests 
  • Research: Can private individuals earn money with their website through product tests? How do they work? 
  • Tip: The search term "product test" or "product tester" can be used in a search engine.
• Example: Product comparison sites
  • Question: How neutral are product comparison websites? How do the providers of these websites earn money? 
  • Task: Find different product comparison sites and try to judge their neutrality.
• Example: Niche sites
  • Research: What is meant by "niche sites"? 
  • Task: Find examples of niche sites and evaluate the value and neutrality of the information.
  • Tip: You can use the search term "niche site example" in a search engine.
• Conclusion: For all of the above methods, answer the following questions
  • Is the advertisement recognisable as such and sufficiently labelled? 

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Reference

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