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undergraduate thesis
Native oglašavanje
Zagreb: University of Zagreb, Faculty of Croatian Studies, 2019. urn:nbn:hr:111:730274
Radoš, Mateja
University of Zagreb
Faculty of Croatian Studies

Institutional repository: Repository of University of Zagreb, Centre for Croatian Studies

Cite this document

Radoš, M. (2019). Native oglašavanje (Undergraduate thesis). Zagreb: University of Zagreb, Faculty of Croatian Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:111:730274

Radoš, Mateja. "Native oglašavanje." Undergraduate thesis, University of Zagreb, Faculty of Croatian Studies, 2019. https://urn.nsk.hr/urn:nbn:hr:111:730274

Radoš, Mateja. "Native oglašavanje." Undergraduate thesis, University of Zagreb, Faculty of Croatian Studies, 2019. https://urn.nsk.hr/urn:nbn:hr:111:730274

Radoš, M. (2019). 'Native oglašavanje', Undergraduate thesis, University of Zagreb, Faculty of Croatian Studies, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:111:730274

Radoš M. Native oglašavanje [Undergraduate thesis]. Zagreb: University of Zagreb, Faculty of Croatian Studies; 2019 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:111:730274

M. Radoš, "Native oglašavanje", Undergraduate thesis, University of Zagreb, Faculty of Croatian Studies, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:111:730274

Metadata
TitleNative oglašavanje
Title (english)Native advertising
AuthorMateja Radoš
MentorJelena Jurišić (mentor)
Committee memberJelena Jurišić (predsjednik povjerenstva)
GranterUniversity of Zagreb
Faculty of Croatian Studies
Zagreb
Defense date and country2019-09-04, 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
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:111:730274
Study programmeTitle: 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 resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-01-24 09:42:12