Native oglašavanje

undergraduate thesis

• Title (english): Native advertising
• Author: Mateja Radoš
• Mentor: Jelena Jurišić (mentor)
• Committee member: Jelena Jurišić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; Zagreb
• Defense date and country: 2019-09-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Tehnološki napredak zahvatio je i medije, a marketinškim stručnjacima poslužio za kreiranje novih alata pomoću kojih će lakše doprijeti do ciljne publike. Sukladno tome, nastalo je native oglašavanje – oblik koji uz pomoć multimedije spaja novinarski članak i oglas, a cilj mu je čitatelju osigurati doživljaj praćenja uobičajenog medijskog sadržaja, a ne reklamnog. Ovaj završni rad bavi se definiranjem native oglašavanja kao i opisivanjem njegovih karakteristika. Nadalje, u radu se također nastoji objasniti utjecaj ovog oblika oglašavanja na novinarstvo i odnose s javnošću. Naposlijetku, navode se etičke dileme vezane za vjerodostojnost novinarske struke pojavom native oglašavanja te je li ono ustvari samo jedan od oblika prikrivenoga oglašavanja.

Abstract (english)

Technological revolution has also influenced the media and served marketers to create new tools to help them reach their target audience. Accordingly, native advertising was created - a form that combines news articles and advertisements with the help of multimedia and aims to provide a reader an experience of following ordinary media content rather than advertisement. This final paper deals with defining native advertising as well as describing its characteristics. Furthermore, the paper also seeks to explain the impact of this form of advertising on journalism and public relations. Finally, ethical dilemmas are cited regarding to the credibility of the journalism profession with the phenomenon of native advertising, and whether is it just one of the many forms of covert advertising.

• Keywords: native oglašavanje; novinarska etika; novinarstvo; marketing; odnosi s javnošću; prikriveno oglašavanje; promocija; sadržaj; mediji; multimedija
• Keywords (english): native advertising; journalism ethics; journalism; marketing; public relations; covert advertising; promotion; content; media; multimedia
• Language: croatian
• URN:NBN: urn:nbn:hr:111:730274
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-01-24 09:42:12