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COVERT ADVERTISING AS AN EXAMPLE OF UNETHICAL ACTIVITIES IN THE MEDIA
Jurisic, J., Tina Tomazic, Damir Boras (2011). COVERT ADVERTISING AS AN EXAMPLE OF UNETHICAL ACTIVITIES IN THE MEDIA. Medijske studije/ Media studies, 2(3-4), 48-62.
http://hrcak.srce.hr/index.php?show=clanak&id_clanak_jezik=130753
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.
