Prikrito oglaševanje kot oblika promocijskega novinarstva

diplomsko delo

Špela Sternad (Author), Tina Tomažič (Mentor)

Abstract

Oglaševanje v tiskanih medijih se je skozi zgodovino zelo spremenilo. Sam tehnološki razvoj, posledično razvoj družbe v bolj potrošniško usmerjeno, je botroval k različnim načinom oglaševanja. Nove vrste oglaševanja iz dneva v dan izpodrivajo uredniško vsebino in jo spreminjajo v prikrito oglaševanje. Osredotočili smo se na tiskane medije, v sami analizi smo analizirali priljubljeno žensko revijo Cosmopolitan, s katero smo želeli odkriti količino prikritih oglasnih sporočil. Število oglasnih sporočil smo pridobili iz šestih naključnih številk revije Comsopolitan iz leta 2017 in šestih naključnih številk Cosmopolitan iz leta 2007. Poleg analize smo izvedli poglobljene intervjuje z ženskami v ciljni starostni skupini revije Cosmopolitan (16–36 let) in jih povprašali, ali vedo, kaj je to prikrito oglaševanje in če ga prepoznajo. Zanimalo nas je tudi, če berejo Cosmopolitan in če so se pri branju te revije že kdaj srečale s prikritim oglaševanjem.

Keywords

oglaševanje;prikrito oglaševanje;ženske revije;tiskani mediji;diplomske naloge;

Data

Language:	Slovenian
Year of publishing:	2019
Typology:	2.11 - Undergraduate Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	[Š. Sternad]
UDC:	659.1(043.2)
COBISS:	22570518
Views:	1218
Downloads:	189
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Covert advertising as a form of promotional journalism
Secondary abstract:	Advertising in print media has changed greatly through history. The technological development itself and the development of society in a more consumer-oriented, has led to various types of advertising. New types of advertising are displacing editorial content from day to day and turning it into covert advertising. We focused on the print media. In the analysis we analyzed the popular women's magazine Cosmopolitan, with which we wanted to discover the amount of covert advertising. The number of advertising messages was obtained from six random numbers of the Cosmopolitan magazine from 2017 and six random numbers from 2007. In addition to the analysis, we conducted in-depth interviews with women in the target age group of Cosmopolitan magazine (16-36 years) and asked them if they knew what covert advertising was and if they recognized it. We also wanted to know if the readers of Cosmopolitan magazine ever recognized covert advertising.
Secondary keywords:	advertising;covert advertising;women's magazines;printed media;
URN:	URN:SI:UM:
Type (COBISS):	Bachelor thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	IX, 64 str.
ID:	11163853