Covert advertising as inadmissible presentation of information (CROSBI ID 197843)
Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Tomažič, Tina ; Boras, Damir ; Jurišić, Jelena ; Lesjak, Dušan
engleski
Covert advertising as inadmissible presentation of information
The purpose of this paper is to identify and redefine the categories of covert advertising, to demonstrate the covert aspects of advertising in the press, to provide a high-quality comparison of three leading Slovenian newspapers and to prepare a model for future researchers.In this article, we defined, analysed, and explored covert advertising. In the first part we used descriptive approach, and method of compilation. In the empirical part we used content analysis to research texts of covert advertising ; we used analytical approach. The results of the research indicate that covert advertising appears on a daily basis in daily newspapers and these articles are visually more attractive to garner greater attention from readers and offer numerous visual presentations.
communication technologies; covert advertising; content analysis; media
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Podaci o izdanju
144 (1)
2014.
107-122
objavljeno
0263-5577
10.1108/IMDS-04-2013-0204
Povezanost rada
Informacijske i komunikacijske znanosti