Professional paper

Advertorial – An Anomaly of the Advertising Discourse

Klement Podnar
Urša Golob

Abstract

Advertorials, better known in Slovenia as hidden advertising and PRarticles,
are increasingly present in the Slovene press. In this article the authors
try to show that the advertorial is a hybrid message, a certain blend of
advertisements and journalistic articles. They argue that the advertorial is
clearly an anomaly which is not in accordance with the ethical principles in
journalism, advertising and public relations, and in fact it actually contravenes
the new Slovene Media Act. The important questions that the authors are
considering are how it is possible to identify advertorials and whether the
appearance of such anomalous articles can be prevented.

Keywords

advertising discourse; hidden messages; hybrid messages; ethics in journalism; Slovenia

Hrčak ID:

23327

URI

https://hrcak.srce.hr/23327

Publication date:

10.6.2003.

Article data in other languages: croatian

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