Deepfakes

Perspectives on the future “reality” of advertising and branding

Bibliographic Data

ID21498096
AuthorsJan Kietzmann (0000-0002-3576-994X, University of Victoria), Adam J Mills (0000-0002-2924-0150, Loyola University New Orleans, New Orleans, LA, USA, corresponding author), Kirk Plangger (0000-0002-0354-9707, King’s College London, Bush House, London, UK)
Year2021
Volume40
Issue3
Pages473-485
Publication date2021-04-03
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueInternational Journal of Advertising (JOURNAL)
Journal identifiersISSN: 0265-0487 • E-ISSN: 1759-3948
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/02650487.2020.1834211
OpenAlexW3095398682
LanguageEN
Citations received24
References cited30

Deepfakes are real videos with fake content. Leveraging artificial intelligence technologies to superimpose voices and likenesses, deepfakes can, quite literally, put someone’s words in anyone else’s mouth. Deepfakes are exploding across mass and social media, and these outlets are feverously trying to manage the proliferation of content with potentially deceitful authenticity on their platforms. This paper introduces what deepfakes are, how they work, and the potential for deepfakes’ influence on advertising. We provide a conceptual model that explores the influence of deepfakes on advertising practice in a holistic context of consumer consumption and cultural influence to explore how deepfakes influence three perspective dimensions of advertising – not only the tangible ads themselves, but also how consumers perceive those ads and the greater sociocultural context in which the ads are created and consumed. Deepfakes present both threats to and opportunities for advertisers, and we leverage this conceptual model to highlight several critical areas of practice that warrant further investigation

Advertising · Business · Conceptual model · Geography · Social science · Sociocultural evolution · Sociology · Warrant · Computer Science · Digital Marketing and Social Media · Media Influence and Health · Misinformation and Its Impacts

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