Metode promocije oglašivača u nativnim prilozima

master's thesis

• Title (english): The methods of promoting advertisers ina native articles
• Author: Mirna Marić
• Mentor: Danijel Labaš (mentor)
• Mentor: Davor Trbušić (sumentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Davor Trbušić (član povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2021-09-15, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Nativno oglašavanje novi je oblik oglašavanja koji je sve više prisutan u medijima
zahvaljujući razvoju digitalnih tehnologija. Osnovna karakteristika ovog oblika oglašavanja je
njegova nenametljivost. Naime, nativni oglas oponaša stil i format platforme na kojoj se nalazi
pa se prirodno uklapa u ostali sadržaj platforme. Cilj ovog rada bio je istražiti načine promocije
oglašivača u nativnim prilozima. Metodom kvantitativne analize sadržaja analizirani su prilozi
objavljeni na internetskim portalima 24sata i Jutarnji.hr u razdoblju od 1. siječnja do 1. lipnja
2020. godine. Uzorak čini ukupno 103 priloga, od čega je 75 s internetskog portala 24sata, a 28 s
Jutarnji.hr. Dobiveni rezultati pokazuju da u većini novinarskih priloga (69%) nije prisutna
pretjerano pozitivno-ocjenjivačka komunikacija u svrhu prikazivanja predmeta oglasa, što se
tumači sviješću oglašivača o važnosti nenametljivosti i uklapanja u ostali sadržaj na platformi na
kojoj se oglas objavljuje. Nadalje, potvrđeno je da je najčešća metoda promocije oznaka naziva
oglašivača u zaglavlju ili podnožju novinarskih priloga. Od 103 analizirana native priloga, svi su
imali oznaku o plaćenom sadržaju. Ovaj nalaz u skladu je s očekivanjima s obzirom na zakonske
zabrane prikrivenog oglašavanja te na etička načela kojima se vodi novinarska profesija.

Abstract (english)

Native advertising is a new form of advertising that is increasingly present in the media
thanks to the development of digital technologies. The main characteristic of this form of
advertising is it’s unobtrusiveness. Namely, the native ad mimics the style and format of the
platform on which it is located, so it naturally fits in with other content. The aim of this paper
was to explore the ways in which advertisers are promoted within native articles. Using the
method of quantitative content analysis, articles published on the internet portals 24sata and
Jutarnji.hr in the period from January 1 to June 1, 2020 were analyzed. The sample consists of a
total of 103 articles, of which 75 are from the internet portal 24sata, and 28 from Jutarnji.hr.
The results show that in most articles (69%) there is no excessively positive-evaluation
communication for the purpose of displaying the subject of the ad, which is explained by the
advertiser's awareness of the importance of unobtrusiveness and integration with other content
on the platform. Furthermore, it has been confirmed that the most common method of promotion
of advertiser is by using the name tags is in the header or footer of the article. All of the 103
analyzed articles had a paid content tag. This finding is in line with the expectations due to the
legal prohibitions on surreptitious advertising and the ethical principles that guide the journalistic
profession.

• Keywords: nativno oglašavanje; nativni prilog; digitalno oglašavanje; promocija oglašivača; marketing
• Keywords (english): native advertising; native article; digital advertising; promotion of advertiser; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:111:106306
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-10-15 07:27:46