Original scientific paper

Covert Advertising as an Example of Unethical Activities in the Media

Tina Tomažić ; Faculty of Electrical Engineering and Computer Science, University of Maribor, Maribor, Slovenia
Jelena Jurišić ; Croatian Studies, University of Zagreb, Zagreb, Croatia
Damir Boras ; Faculty of Humanities and Social Sciences, University of Zagreb, Zagreb, Croatia

Abstract

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.

Keywords

COVERT ADVERTISING; ETHICS; MEDIA

Hrčak ID:

87876

URI

https://hrcak.srce.hr/87876

Publication date:

15.12.2011.

Article data in other languages: croatian

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