Covert Advertising as an Example of Unethical Activities in the Media Cover Image

Prikriveno oglašivanje kao primjer neetičnog djelovanja medija
Covert Advertising as an Example of Unethical Activities in the Media

Author(s): Tina Tomažič, Jelena Jurišić, Damir Boras
Subject(s): Media studies, Communication studies, Marketing / Advertising, Business Ethics
Published by: Fakultet političkih znanosti u Zagrebu
Keywords: covert advertising; ethics; media;

Summary/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.

  • Issue Year: 2/2011
  • Issue No: 3-4
  • Page Range: 48-62
  • Page Count: 15
  • Language: Croatian