Preliminary communication

MANIPULATING READERS: DISGUISED ADVERTISING IN CROATIAN NEWSPAPERS

Jelena Jurišić ; Croatian Studies, University of Zagreb, Zagreb, Croatia
Igor Kanižaj orcid.org/0000-0002-8807-3655 ; Faculty of Political Science, University of Zagreb, Zagreb, Croatia
Ines Jokoš
Sebastijan Janeš
Jelena Jurić

Abstract

A consequence of the growing dynamics of the media market is
the increased influence of advertisers manifested in, among other
things, disguised advertising. As most Croatian citizens cannot see
through advertisements that masquerade as ordinary articles, disguised advertising is increasingly evident in the content of the Croatian media.
This manipulation of readers affects the citizens’ trust in the media. On the basis of comparative analyses of the classical and the disguised advertising, this paper brings the results of the content
analysis of two most influential Croatian dailies: in December of
2006 there were 327 texts with the elements of disguised advertising.

Keywords

strategy; crisis; types of crisis; causes of crisis; crisis communication; public relationships; management; public

Hrčak ID:

20150

URI

https://hrcak.srce.hr/20150

Publication date:

20.6.2007.

Article data in other languages: croatian

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