Review article

FROM THE PERSUASION TECHNIQUE TO DISGUISED MARKETING

Davorka Topić Stipić ; Faculty of Humanities and Social Sciences, University of Mostar
Ivana Primorac Bilaver ; Faculty of Humanities and Social Sciences, University of Mostar
Marijan Primorac ; Faculty of Humanities and Social Sciences, University of Mostar

Abstract

On the basis of examples from the press in Bosnia and Herzegovina and
comparison with the state in Slovenia and Croatia the authors explain
the reasons of emergence and modes of disguised marketing functioning.
The first part of the paper gives a short overview of the European directive
on disguised marketing which solves this problem only with regard to
audio-visual means, while press is left to self-regulation. The second part
explains the role and function of media in a society and regulation of such
phenomena either with ethical or professional codes, which are in effect
in Bosnia and Herzegovina and some European countries. Issue of professionals,
who deal with public relations and their direct or indirect influence
on the emergence and volume of disguised marketing, is analyzed as
a special part. In the end, there are a couple of examples from the local
press which proved to be classical causes of disguised marketing or clear
examples of PR experts’ texts. They are an illustration of unprofessional
and almost manipulating activity of some media workers.

Keywords

disguised marketing; European directive on disguised marketing; persuasion; manipulation; codes; public relations.

Hrčak ID:

229983

URI

https://hrcak.srce.hr/229983

Publication date:

14.12.2009.

Article data in other languages: croatian

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