Covert Advertising in the Context of Media Ethics on the Example of Slovenian Press
Rishi Mohan
Research Scholar Department of Management, Manav Bharti University, Solan, H.P.
Download PDFAbstract
Advertising has become an indispensable part of modern information society, which allows
companies that sell, the media source of funds, and consumers a quality choice between
different products and services. Advertisers have at their disposal a lot of features, tools,
techniques and ways to try to attract potential customers. Due to the increasing competition in
the market often choose new, legally and ethically inadmissible methods of advertising which
is to attract attention and increase sales, one of these ways is covert advertising. We consider
advertising to be covert when the ordered and paid content, which should be performed like
an announcement, is shown like an editorial content of the defined media. Such contributions
are completely unobjective and unethical since they are not marked as advertising messages.
They are shown like independent journalistic contributions and the public believes them
therefore they are typical examples of leading public astray. With the publishing of hybrid
messages the credibility of the media is being lost. Longitudinally, more credibility will be on
the side of that media, which will not indulge on the pressure of advertisers and their own
interests to gaining profit.
Keywords: advertising; media ethics; Slovenian Press
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