Medijske studije, Vol. 2 No. 3-4, 2011.
Izvorni znanstveni članak
Covert Advertising as an Example of Unethical Activities in the Media
Tina Tomažić
; Fakultet za elektrotehniku, računarstvo i informatiku Sveučilišta u Mariboru, Maribor, Slovenija
Jelena Jurišić
; Hrvatski studiji Sveučilišta u Zagrebu, Zagreb, Hrvatska
Damir Boras
; Filozofski fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
Sažetak
Advertising is a key factor to stimulate an exchange process between the normal functioning of the market and the respective laws intended to monitor it. As such, advertisers utilize a bevy of
methods and opportunities to attract the attention of potential consumers. Due to the constantly rising levels of competition in the market, advertisers often resort to newer and ethically questionable means of advertising. This paper shall assess one of the most obvious problems in the media market covert advertising, and how it is used by the media to manipulate audiences. Having analyzed the corresponding literature, this article shall explore, define, and determine the primary facets related to covert advertising.
Additionally, this article aims to link the social circumstances that cause covert advertising with the recent changes found in media discursive practices.
Ključne riječi
COVERT ADVERTISING; ETHICS; MEDIA
Hrčak ID:
87876
URI
Datum izdavanja:
15.12.2011.
Posjeta: 5.726 *