Prikriveno oglašivanje kao primjer neetičnog djelovanja medija

Tina Tomažič (Author), Jelena Jurišić (Author), Damir Boras (Author)

Abstract

Oglašivanje je jedan od ključnih faktora za stimuliranje procesa razmjene te za normalno djelovanje tržišta i njegovih zakona. Oglašivači imaju na raspolaganju puno načina i mogućnosti kojima pokušavaju privući pažnju potencijalnih potrošača. Zbog sve veće konkurencije na tržištu često posežu za novim načinima oglašivanja koji nisu uvijek u skladu sa zakonom i etičnim djelovanjem. Jedan od tih načina jest i prikriveno oglašivanje. U ovom radu analiziramo prikriveno oglašivanje kao primjer neetičnog djelovanja medija jer prikrivene oglasne poruke predstavljaju jedan od najočiglednijih problema na medijskom tržištu. Uz pomoć spoznaja iz literature definiramo pojam prikrivenog oglašivanja. Cilj je našeg rada i povezivanje društvenih okolnosti koje su uzrok prikrivenog oglašivanja s promjenama medijskih diskurzivnih praksi.

Keywords

prikrito oglaševanje;etika;mediji;

Data

Language:	Croatian
Year of publishing:	2011
Typology:	1.01 - Original Scientific Article
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
UDC:	659.3
COBISS:	16071190
ISSN:	1847-9758
Views:	718
Downloads:	79
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Covert advertising as an example of unethical activities in the media
Secondary 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.
Secondary keywords:	covert advertising;press;ethics;media;
URN:	URN:SI:UM:
Type (COBISS):	Scientific work
Pages:	str. 48-62
Volume:	ǂVol. ǂ2
Issue:	ǂno. ǂ3-4
Chronology:	dec. 2011
ID:	10852686