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[Resumo] No presente documento lévase a cabo unha análise da figura dos influencers, a súa labor nas redes sociais e de que xeito se introduce a publicidade a través destes medios. Partindo desta base, examínase a publicidade encuberta en xeral, e mediante os líderes de opinión en redes en particular, da man do respecto ao principio da autenticidade publicitaria. [Abstract] In this document we analyse the figure of influencers, their work in social networks and the way in which advertising is introduced through these media. On this basis, we examine covert advertising in general, and through opinion leaders in social media in particular, according to the principle of advertising authenticity.

Ovaj rad donosi pregled oglašivačkih metoda koje se koriste na popularnim društvenim mrežama, uključujući Instagram, Facebook i posebice TikTok. Korisnici društvenih mreža svakodnevno su izloženi velikom broju oglasa, bilo da se radi o klasičnim načinima oglašivanja, poput oglasa ili reklama, do prikrivenog oglašavanja i plasmana proizvoda (product placement). Razvitak digitalnih medija i napredak u digitalnom svijetu uvelike je utjecao i na pojavu subliminalnih oglašivačkih poruka. Subliminalnim porukama cilj je doprijeti do pojedinca na podsvjesnoj razini te se njima podsvjesno utječe na razmišljanja, stavove i na kupovne odluke pojedinaca. Subliminalne poruke su ispod praga svjesne percepcije te se zbog toga u pitanje stavlja njihova etičnost, što je također obrađeno u ovom radu. U teorijskom dijelu rada, za pojašnjavanje navedenih pojmova i pojava korišteni su podaci iz knjiga, znanstvenih članaka i istraživačkih radova, ali i relevantnih internetskih izvora. U istraživačkom dijelu rada, provedena je analiza odabranih sadržaja objavljenih u određenom razdoblju na društvenoj mreži TikTok, a osnovni je cilj bio utvrditi postoje li subliminalne oglašivačke poruke te u kojoj mjeri. Uz to, analizirane su i druge poznate oglašivačke metode. Rezultati istraživanja pokazali su kako su u objavama kreatora sadržaja (content creators) na TikToku najviše zastupljeni prikriveni oglasi i subliminalne poruke, no mogu se pronaći i primjeri klasičnog oglašavanja. Više od trećine proučavanih objava nije sadržavalo niti jednu vrstu oglašavanja ili ona nije uočena. This paper provides n overview of advertising methods used on popular social media networks, including Instagram, Facebook, and especially TikTok. Users of social media networks are exposed to a large number of advertisements every day, whether it is classic methods of advertising, such as ads and commercials, to covert advertising and product placement. The development of digital media and progress in the digital world has greatly influenced the appearance of subliminal advertising messages. The goal of subliminal messages is to reach the individual on a subconscious level, and they subconsciously influence the thoughts, attitudes, and purchasing decisions of individuals. Subliminal messages are below the threshold of conscious perception, and because of this, their ethics are called into question, which is also discussed in this paper. In the theoretical part of the paper, data from books, scientific articles, and relevant Internet sources were used to clarify the mentioned concepts. In the research part of the paper, an analysis of selected content published in a certain period on the social media network TikTok was carried out, and the main goal was to determine if there are subliminal advertising messages and to what extent. In addition, other well-known advertising methods were analyzed. The results of the research showed that covert advertisements and subliminal messages are the most represented in the posts of content creators on TikTok, but examples of classic advertising can also be found. More than a third of the posts studied did not contain any type of advertising or it was not noticed.

U današnje doba potrošači su svakodnevno izloženi oglasima velikog broja proizvođača pa se kod njih počeo javljati određeni oblik averzije prema reklamama. Obzirom da potrošači na različite načine izbjegavaju reklamne poruke oglašivača i one ne dolaze do njih, marketinški stručnjaci su se okrenuli suptilnijoj metodi oglašavanja, odnosno prikrivenom oglašavanju. Prednost prikrivenog oglašavanja je što se oglašavani proizvod ili usluga stavlja u prirodno okruženje, odnosno integrira u radnju filma ili u novinski članak pa potrošači ponekad nisu ni svjesni da su izloženi oglašavanju. Samim time reklamna poruka kod potrošača ima veći kredibilitet jer ju smatraju uvjerljivom i stvarnom te može kod njih stvoriti i vrednovati različite stavove prema robnim markama, kao i potaknuti ih na njihovu kupnju. U ovom radu je provedeno istraživanje s ciljem utvrđivanja da li ispitanici primjećuju prikriveno oglašavanje u filmovima i novinama, da li kod njih skepticizam prema oglasima negativno djeluje na prihvaćanje prikrivenog oglasa, smatraju li ga nametljivim te da li im je takvo oglašavanje prihvatljivo. In today's age, consumers are exposed to advertisements from a large number of manufacturers on a daily basis, so a certain form of aversion to advertisements has begun to appear. Given that consumers avoid advertising messages from advertisers in various ways and they do not reach them, marketing experts have turned to a more subtle method of advertising, i.e. covert advertising. The advantage of covert advertising is that the advertised product or service is placed in a natural environment, that is, integrated into the action of a film or a newspaper article, so consumers are sometimes not even aware that they are exposed to advertising. As a result, the advertising message has greater credibility among consumers because they consider it convincing and real, and it can create and evaluate different attitudes towards brands, as well as encourage them to buy them. In this paper, research was conducted with the aim of determining whether respondents notice hidden advertising in films and newspapers, whether their skepticism towards advertisements has a negative effect on the acceptance of hidden advertising, whether they consider it intrusive and whether such advertising is acceptable to them.

Influencer marketing is an advertising format regarded as highly effective in both business and academic contexts. Consumers perceive influencers' recommendations as more trustworthy, less commercial, and more natural than traditional digital advertising. An experiment was carried out employing the Sociograph neuromarketing technique to assess its effectiveness on teenagers. This instrument measured the electrodermal level of the sample watching videos. Traditional spots and other types of influencers' advertising content were compared to measure the attention and emotional levels in a sample of 19 girls aged from 11 to 16. The experiment was conducted in a laboratory at the Complutense University of Madrid in June 2019 and was followed up by a post-visualisation survey. The results show that the videos showing influencers' content are those generating the most attention peaks. One of the influencers' branded content was also the video creating the greatest peak of emotion and perceived as the most exciting video out of all those analysed. This exploratory study also revealed that influencers' credibility and prior brand-awareness knowledge could also have an influence in positive perception of the videos and the brand.

User-generated online reviews have become essential sources of information for potential consumers. Given the increasing importance of online reviews on consumer purchases, some traders try to publish or promote fake reviews on online platforms to improve the reputation of their goods or services, or to damage the reputation of their competitors. This paper aims (1) to analyse whether and how fake reviews violate the main legal and ethical principles of advertising, according to the legislations of the US, UK and EU as well as the International Advertising and Marketing Communications Code; (2) to assess how the EU, the UK and the US are dealing with them, and find out which approaches and actions are working best; and (3) to offer normative recommendations for effective prosecution of fake reviews. The paper uses a combination of theoretical and sociological approaches (section 1), black letter analysis of law (sections 2 and 3) and a comparative approach (sections 2 and 3). Among others, the article observes (1) that fake reviews are a form of illegal advertising and (2) that the European regulatory instruments provide more protection against fake reviews than the US and argues (3) that an effective fight against fake reviews requires strong administrative bodies, endowed with sufficient resources.

Este trabajo tiene como objetivo investigar si el discurso de las influencers en Instagram presenta características propias del discurso publicitario. Adrmás de esto, conoceremos la percepción que tienen los usuarios habituales de dicha red social sobre la figura de estos creadores de contenido. Para ello analizaremos diferentes perfiles de Instagram, en concreto, tres influencers españolas en el contexto de los meses de mayo, junio, julio, agosto y septiembre de 2020. Tras la investigación de estos perfiles y la realización de una encuesta a usuarios de Instagram podemos observar que el discurso de estas creadoras de contenido contiene rasgos propios del discurso publicitario, y que, por consiguiente, en varias ocasiones realizan una publicidad encubierta. Sobre la percepción de los usuarios podemos decir que describen al influencer como una figura con poder y a su vez necesaria a la hora de intervenir y hacer llegar a los consumidores los productos de diferentes marcas. The aim of this paper is to investigate whether the discourse of influencers in Instagram presents characteristics of advertising discourse. In addition to this, we will know the perception that regular users of this social network have about the figure of these creators. To do so, we will analyze Instagram profiles, specially, three Spanish influencers in the context of the months of May, June, July, August and September 2020. After researching these profiles and conducting a survey of Instagram users we can observe that the discourse of these content creators contains features typical of advertising discourse, and that, consequently, on several occasions the carry out covert advertising. Regarding the perception of the users, we can say that they describe the influencer as a figure with power and at the same time necessary when it comes to intervene and make the products of different brands reach consumers. Universidad de Sevilla. Grado en Publicidad y Relaciones Públicas

La diferencia entre periodismo y publicidad parece una cuestión que no plantea, en principio, ninguna duda. Mientras la comunicación periodística persigue una finalidad social, la publicitaria busca un objetivo económico a través del consumo. Sin embargo, la complejidad de la empresa informativa está provocando cierta confusión entre los límites que separan a ambas actividades. Los grupos de comunicación son hoy en día corporaciones que no sólo se pliegan a los grandes anunciantes, sino que poseen negocios que necesitan promocionar para fomentar sus intereses. De esta manera, la información se convierte en un instrumento útil para dar a conocer productos y ramificaciones multimedia de la compañía. El mensaje periodístico pierde así su función pública para transformarse en publicidad encubierta. Apparently, there is no doubt about the differences between journalism and advertising. Journalistic communication pursues social aims, meanwhile advertising is interested in consumption purposes and financial profis. However, both activities are getting confused because of the complexity in media companies. Nowadays, communication groups are great corporations that not only are due to advertisers, but also have business that need to be promoted for their own interests. That is why information is an useful way to show products and multimedia sectors of the company. Journalistic message loses its public function then and becomes to covert advertising.

RESUMEN: El presente Trabajo de Fin de Grado se centra en el estudio de los aspectos jurídicos de la publicidad encubierta difundida por los influencers en las redes sociales. En primer lugar, se empezará haciendo un análisis sociológico del impacto de las redes sociales en la sociedad actual, así como de la importancia que tienen estas plataformas y los influencers en el mundo de la publicidad. A continuación, se tratará el concepto de publicidad encubierta, su regulación en España y su aplicación por parte de los líderes de opinión. Se comparará el ordenamiento jurídico español en este aspecto con el de otros países y, por último, se tratarán los límites y sanciones a la publicidad encubierta, destacando el protagonismo que tiene en este tema el sistema de Autocontrol y analizando la primera amonestación a una influencer por realizar publicidad encubierta en su perfil. ABSTRACT: This Final Degree Project focuses on the study of the legal aspects of covert advertising disseminated by influencers on social networks. First, a sociological analysis of the impact of social networks in today’s society will begin, as well as the importance of these platforms and influencers in the world of advertising. Next, the concept of covert advertising, its regulation in Spain and its application by opinion leaders will be discussed. In this regard, the Spanish legal system will be compared with that of other countries and, finally, the limits and sanctions for covert advertising will be discussed, highlighting the role that the Autocontrol system has in this matter and analyzing the first warning to an influencer for covert advertising on your profile Grado en Derecho

RESUMEN: El presente Trabajo de Fin de Grado se centra en el estudio de los aspectos jurídicos de la publicidad encubierta difundida por los influencers en las redes sociales. En primer lugar, se empezará haciendo un análisis sociológico del impacto de las redes sociales en la sociedad actual, así como de la importancia que tienen estas plataformas y los influencers en el mundo de la publicidad. A continuación, se tratará el concepto de publicidad encubierta, su regulación en España y su aplicación por parte de los líderes de opinión. Se comparará el ordenamiento jurídico español en este aspecto con el de otros países y, por último, se tratarán los límites y sanciones a la publicidad encubierta, destacando el protagonismo que tiene en este tema el sistema de Autocontrol y analizando la primera amonestación a una influencer por realizar publicidad encubierta en su perfil. ABSTRACT: This Final Degree Project focuses on the study of the legal aspects of covert advertising disseminated by influencers on social networks. First, a sociological analysis of the impact of social networks in today’s society will begin, as well as the importance of these platforms and influencers in the world of advertising. Next, the concept of covert advertising, its regulation in Spain and its application by opinion leaders will be discussed. In this regard, the Spanish legal system will be compared with that of other countries and, finally, the limits and sanctions for covert advertising will be discussed, highlighting the role that the Autocontrol system has in this matter and analyzing the first warning to an influencer for covert advertising on your profile Grado en Derecho

In the article, the author describes randomly chosen websites of law firms. Since, according to the Polish law, lawyers should not advertise their services, she analyzed whether these websites truly contained no advertising material. Additionally, the author examined the complexity of the language of such websites. She used modern software called Jasnopis, which determines text difficulty (fogginess) with the use of various parameters. The author noticed that the language of law firm websites did not meet the criteria for simple language and that it was also strongly persuasive. These observations allowed to conclude that the authors of these texts concentrated more on the impressive function of the text that the informative function. Publikacja finansowana przez Dziekana Wydziału Filologicznego Uniwersytetu Łódzkiego

Oglaševanje v tiskanih medijih se je skozi zgodovino zelo spremenilo. Sam tehnološki razvoj, posledično razvoj družbe v bolj potrošniško usmerjeno, je botroval k različnim načinom oglaševanja. Nove vrste oglaševanja iz dneva v dan izpodrivajo uredniško vsebino in jo spreminjajo v prikrito oglaševanje. Osredotočili smo se na tiskane medije, v sami analizi smo analizirali priljubljeno žensko revijo Cosmopolitan, s katero smo želeli odkriti količino prikritih oglasnih sporočil. Število oglasnih sporočil smo pridobili iz šestih naključnih številk revije Comsopolitan iz leta 2017 in šestih naključnih številk Cosmopolitan iz leta 2007. Poleg analize smo izvedli poglobljene intervjuje z ženskami v ciljni starostni skupini revije Cosmopolitan (16–36 let) in jih povprašali, ali vedo, kaj je to prikrito oglaševanje in če ga prepoznajo. Zanimalo nas je tudi, če berejo Cosmopolitan in če so se pri branju te revije že kdaj srečale s prikritim oglaševanjem. Advertising in print media has changed greatly through history. The technological development itself and the development of society in a more consumer-oriented, has led to various types of advertising. New types of advertising are displacing editorial content from day to day and turning it into covert advertising. We focused on the print media. In the analysis we analyzed the popular women's magazine Cosmopolitan, with which we wanted to discover the amount of covert advertising. The number of advertising messages was obtained from six random numbers of the Cosmopolitan magazine from 2017 and six random numbers from 2007. In addition to the analysis, we conducted in-depth interviews with women in the target age group of Cosmopolitan magazine (16-36 years) and asked them if they knew what covert advertising was and if they recognized it. We also wanted to know if the readers of Cosmopolitan magazine ever recognized covert advertising.

Native ads are ubiquitous in the North American digital news context. Their form, content and presentational style are practically indistinguishable from regular news editorials, and thus are often mistaken for informative content by newsreaders. This advertising practice is deceptive, in that it exploits loopholes in human digital literacy. Despite this, it is flourishing as a lucrative digital news advertising format. This paper documents and compares the 2018 Canadian news editorial writing and advertising practices in an effort to highlight their similarities and differences for potential automatic detection and categorization. We collected 10 native ads and 10 editorial pieces from 4 Canadian newspapers. The 80 analyzed articles consisted of 40 native ads content-matched to editorials in the same newspaper. The individually-matched pairs and overall practices in the 2 groups were content-analyzed and compared. Native ads did not differ much from editorial articles in content but were likely to be surrounded by different types of advertising. In addition, advertisement labelling practices were inconsistent across national papers. We call for increased efforts in regulation and automatic detection of convert advertising by a more nuanced categorization and their more explicit labeling in the digital news.

On Facebook, companies not only actively spread branded content themselves, they also encourage users to do so. Hence, persuasive messages blend into the stream of content, making it increasingly d...

[ES] Este trabajo se centra en el estudio del tratamiento jurídico de la publicidad encubierta y su aplicación en las redes sociales a través de los líderes de opinión. Se expondrán casos y se darán indicios para poder diferenciar la verdadera naturaleza de los mensajes que estos líderes de opinión difunden, para saber si se trata de un ejercicio de libertad de expresión o si por el contrario hay detrás un anunciante realizando marketing de influencia y por tanto, es un contenido publicitario; y lo más relevante, si este contenido es ilícito o no. Para confirmarlo será necesario aplicar el deber general de identificación. También se tratará la técnica publicitaria del emplazamiento de producto, en concreto, sus características y advertencias al público. Además se analizará la relación jurídica entre los/las líderes de opinión y las empresas formalizada a través de un contrato publicitario, donde se tratan aspectos como la necesidad o no de remuneración y se propondrá un prototipo del mismo. Por último, se analizarán jurídicamente dos campañas publicitarias: una ilícita y otra lícita. Para tratar todos estos aspectos se aplicarán las normas de la Ley General de Publicidad, la Ley General de Comunicación Audiovisual y la Ley de Competencia Desleal. [EN] This work focuses on the study of the legal treatment of covert advertising and its application in social networks through influencers. Cases will be presented and there will be indications to be able to differentiate the true nature of the messages that these influencers disseminate, to know if it is an exercise of freedom of expression or, if on the contrary, there is an advertiser behind doing influence marketing and for therefore, it is an advertising content; and most importantly, if this content is illegal or not. To confirm this, it will be necessary to apply the general identification duty. It will also deal with the advertising technique of the product placement, specifically, its characteristics and warnings to the public. In addition, the legal relationship between the influencers and the advertisers formalized through an advertising contract will be analyzed, where aspects such as the need or not of remuneration will be discussed and a prototype will be proposed. Finally, two advertising campaigns will be analyzed legally: one illicit and another licit. To deal with all these aspects, the rules of the General Law of Advertising, the General Law of Audiovisual Communication and the Law of Unfair Competition will apply.

Instagram je tretje največje družabno omrežje in postaja eden izmed pomembnejših kanalov, preko katerih podjetja oglašujejo svoje produkte ali storitve. V diplomskem delu smo raziskali razvoj oglaševanja skozi zgodovino, predstavili Instagram, oglaševanje na njem in izpostavili problem prikritega oglaševanja. Izvedli smo anketo Facebookovih uporabnikov in skušali ugotoviti, kako dobro prepoznavajo in se zavedajo oglasnih vsebin na omrežju. Analizirali smo profile slovenskih in ameriških uporabnikov ter primerjali količino prikritih oglasov. Ugotovili smo, da se spletna javnost dokaj dobro zaveda oglaševanja na Instagramu in da je v slovenskih profilih prisotno več prikritega oglaševanja kot v ameriških. Instagram is the third largest social media network and is gradually becoming one of the most important channels through which companies advertise their products or services. In this thesis, we researched the development of advertisement through history, presented Instagram and its advertisement moreover, we emphasized the problem of covert advertising. We conducted a survey of Facebook users, in order to find out how well they recognize and are aware of advertising content on the network. Furthermore, we analyzed the profiles of Slovenian and American users and compared the amount of covert advertising. The results show that the online public is fairly well aware of advertising on Instagram and that covert advertisements are more frequent in Slovenian profiles than in American ones.

Magistrsko delo pokriva trenutno eno najpopularnejših oblik oglaševanja, oglaševanje v vsebinah spletnih vplivnežev (t.i. blogerjev, youtuberjev, vlogerjev) ali vplivnostni marketing. Stanje vplivnostnega marketinga v Sloveniji smo preučevali skozi analizo vsebin petih najpopularnejših slovenskih spletnih vplivnežev. Predvsem smo želeli preveriti, kako učinkovita je slovenska zakonodaja pri urejanju tega področja in v kolikšni meri so slovenski spletni vplivneži pri oglaševanju podjetij v svojih vsebinah transparenti. S tem namenom smo v teoretičnem delu pripravili pregled vseh obstoječih zakonodajnih regulativ in nato v empiričnem delu skladnost vsebin izbranih spletnih vplivnežev z zakonodajnimi določili tudi preverili v praksi. Z rezultati analize smo potrdili, da slovenska zakonodaja področja vplivnostnega marketinga ne regulira dovolj učinkovito, kar ima za posledico, da slovenski spletni vplivneži v svojih vsebinah niso povsem transparentni in se potrošniki (v našem primeru sledilci) srečujejo s primeri prikritega oglaševanja. The present master’s thesis focuses on one of the most popular forms of advertising, i.e. advertising in the field of social media influencers (bloggers, youtubers and vloggers) or influencer marketing. The present situation of influencer marketing has been analysed and looked into through analysing five of the most popular Slovenian social media influencers. The main objective of the examination was to check effectiveness of Slovenian Legislation at regulating the field of influencer marketing and transparency of Slovenian social media influencers at advertising and endorsing companies in their content (i.e. posts, vlogs and blogs). With this purpose, the theoretical part of the present thesis presents an overview of all existing legislative regulations pertaining to this field. Then, in empirical part, correspondence of this content with the regulations is checked. The results of the analysis have confirmed the hypothesis that Slovenian Legislation does not regulate the field of influencer marketing effectively enough, which is reflected in lack of transparency of Slovenian social media influencers and causes consumers (i.e. followers) to face instances of covert advertising.

Od samih početaka ljudske civilizacije svjedočimo konstantnim pokušajima manipulacije ljudskim mislima i potrebama. U ekonomiji manipulacija poprima oblik reklame. Danas, u vrijeme ubrzanog razvoja i pojave novih tehnologija te masovnih medija, oglašivačka industrija poprima velike razmjere. Odnosi s javnošću društvena su znanost koja analizira trendove, predviđa njihove posljedice, te provodi planirane programe akcija u svrhu ostvarivanja nekog ishoda. Ovaj rad sagledava povijesni razvoj propagande, odnosa s javnošću i oglašavanja te opisuje metode korištene za manipulaciju masama i daje primjere iz prakse. Rad također opisuje djelovanje oca propagande, Edwarda Bernaysa, kroz primjere nekih od njegovih najvećih uspjeha. Zadnje poglavlje rada bavi se lažnim vijestima te utjecajem lažnih vijesti na predsjedničke izbore u SAD-u 2016. godine. From the very beginnings of human civilization we are witnessing constant attempts of manipulating human thoughts and needs. In the economy manipulation takes the shape of advertising. Today, in time of rapid development and the emergence of new technologies, the advertising industry is gaining tremendous growth. Public Relations are a social science that analyzes trends, anticipates their consequences, and carries out planned actions for achieving a goal. This paper looks at the historical development of propaganda, public relations and advertising, and describes methods of mass manipulation through examples. The paper also describes the work of the father of propaganda, Edward Bernay, through examples of some of his greatest achievements. The last chapter deals with fake news and their impact on the US presidential election of 2016.

Teknolojinin gelişmesi, şirketler arasındaki rekabetin artması, bununla birlikte iletişim ortamlarının çoğalmasıyla reklamcılar ve şirketler ürünlerini pazarlamak, tüketicilerinin gözünde olumlu bir imaj yaratmak için farklı yollar aramaya başlamışlardır. Geleneksel reklam anlayışının maliyetinin yükselmesi, kontrolün tüketicide olması ve tüketicinin gün boyu kitle iletişim araçlarının mesajlarına maruz kalması ürün yerleştirmenin önemini arttırmıştır. Ürün yerleştirmenin getirdiği avantajlar günden güne şirketler tarafından farkına varılmaya başlanınca ürün yerleştirme başlı başına önemli bir sektör haline dönüşmüştür. Bu çalışmada ürün yerleştirme uygulamalarının yoğun olarak kullanıldığı, Türk sinemasının başarılı komedi örneklerinden olan `Pek Yakında` ve `Ali Baba ve 7 Cüceler` filmleri ele alınmıştır. Bu filmler içerik analizi yöntemiyle incelenmiştir. Çalışmada, filmler içinde ürün yerleştirmenin nasıl uygulandığı ve ürünlerin nasıl kullanıldığı incelenmiştir. The development of technology, increasing the competition between the companies, however, with the proliferation of communication media advertisers and companies to market their products, create a positive image in the eyes of consumers the different ways to search. Rise of the cost of traditional advertising, automated consumer and the consumer's day-long media exposure to the message product has increased the importance of putting. Placing the product advantages are realized by companies from day to day varılmaya is an important sector in its own right started to product placement has become. In this study, the product placement applications-intensive, successful comedy example of Turkish cinema `Pek Yakında` and `Ali Baba ve 7 Cüceler` films is discussed. These films are explored in the method of content analysis. In the study, placing products in movies how is applied and how to use of the products. 185

Oglašivanje je jedan od ključnih faktora za stimuliranje procesa razmjene te za normalno djelovanje tržišta i njegovih zakona. Oglašivači imaju na raspolaganju puno načina i mogućnosti kojima pokušavaju privući pažnju potencijalnih potrošača. Zbog sve veće konkurencije na tržištu često posežu za novim načinima oglašivanja koji nisu uvijek u skladu sa zakonom i etičnim djelovanjem. Jedan od tih načina jest i prikriveno oglašivanje. U ovom radu analiziramo prikriveno oglašivanje kao primjer neetičnog djelovanja medija jer prikrivene oglasne poruke predstavljaju jedan od najočiglednijih problema na medijskom tržištu. Uz pomoć spoznaja iz literature definiramo pojam prikrivenog oglašivanja. Cilj je našeg rada i povezivanje društvenih okolnosti koje su uzrok prikrivenog oglašivanja s promjenama medijskih diskurzivnih praksi., 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.

Tüketicinin Korunması Hakkında Kanun (TKHK) da örtülü reklam, Radyo ve Televizyonların Kuruluş ve Yayın Hizmetleri Hakkında Kanun (RTÜK yasası) da ise Gizli Ticari İletişim adı altında ayrı ayrı düzenlenen kavramların ortak tanımı, reklam olduğu açıkça belirtilmeyen ancak ortalama tüketicinin reklam mesajını anlayabileceği her türlü iletişimdir. Her ikisi de `Reklamlar` ile ilgili idari düzenlemeler içeren mevzuatta TKHK da yer alan düzenleme genel tanım olduğu halde Radyo ve Televizyon mecraları için RTÜK ile özel düzenleme oluşturulmuştur. Reklamı yasak olan ürünlerin reklamını yapabilmek, reklama karşı direnç gösteren tüketicinin direncini kırmak, daha etkili reklam oluşturmak, mali sebepler gibi pek çok sebeple günümüzde reklam verenler örtülü reklamı tercih etmektedir. Reklamın varlığının tüketicinin bilinçlenmesi ve doğru tercih yapabilmesi şeklinde sağladığı fayda ve reklam sektörünün bu bağlamda gelişmesi gereği ile tüketicinin istemediği mecrada denetimsiz reklama maruz bırakılması tehlikesinin engellenmesi gereği arasındaki dengeyi yasa koyucu yasalar ve ikincil mevzuatlar ile dengeleme gayreti içindedir. Tüketici hukukunda örtülü reklam unsurları içeren ürün yerleştirme RTÜK mevzuatı ile yasal zemine oturtulduğu gibi program destekleme, bant reklam da yine RTÜK ile yasal statü kazanan özel reklam türleridir. Her iki kurul yapısı ve kararları hakkında ki tartışmalar aynı zamanda öz denetim mekanizmasının yeterince gelişmeme sebebini de sorgulatmaktadır. The common definition of concepts that are separately organized under the name of Implicit Advertisement in the Law on the Protection of Consumers (TKHK), and the name of Hidden Commercial Communication in Radio and Television Establishment and Broadcasting Services Law (RTÜK Law) is `any kind of communication that is not openly indicated to be a commercial, but the advertising message of which the average consumer can understand.` Although it is a general definition in both legislations, which contain administrative regulations on `advertisements`, a special regulation has been established for radio and television channels with RTÜK. Today, advertisers prefer covert advertisements for various purposes, such as to be able to advertise forbidden products, to break the resistance of resisting consumers, or to create more effective advertisements, or for financial reasons. Using legislation and secondary legislation, the legislator endeavors to strike a balance between the benefit that the existence of advertising provides in raising the awareness of the consumers and helping them to make the right choice, and the necessity of the advertising sector to develop in this context on the one hand, and the need to prevent the risk of exposure to uncontrolled advertising at the expense of the consumer on the other hand.The debates on both board structures and decisions also make one ask why the self-monitoring mechanism cannot improve sufficiently. 177

Diplomsko delo z naslovom (Ne)¬zaznavanje nekaterih vidikov oglaševanja v revijah predšolskih otrok je sestavljeno iz teoretičnega in empiričnega dela. V teoretičnem delu so opredeljeni mediji, oglasi, oglaševanje in tiskane revije. Bolj podrobno so opisane revije predšolskih otrok, prikrito oglaševanje, otroci kot potrošniki. Na tem področju je opredeljena zakonodaja o medijih, zakonodaja o varstvu potrošnikov in Slovenski oglaševalski kodeks. Omenjena je tudi vzgoja predšolskih otrok za medije ter kakšno vlogo imajo pri tem vzgojitelji in družina. V empiričnem delu so predstavljeni izsledki raziskave. Namen je bil raziskati zaznavanje nekaterih vidikov oglaševanja v revijah predšolskih otrok s strani vzgojiteljev in staršev. Vzorec 178 anketirancev je zajemal vzgojitelje in starše predšolskih otrok iz okolice Maribora in Brežic. Podatki so bili zbrani z anketnim vprašalnikom in obdelani s pomočjo statističnega programa SPSS. Ugotovljeno je bilo, da vzgojitelji pogosteje kot starši uporabljajo revijo z otrokom, zaznajo nekatere vidike oglaševanja in jih otrokom tudi razložijo. Odvisne spremenljivke so bile primerjane glede na vrsto anketiranca, kraj bivanja, stopnjo izobrazbe in starost otrok. My Diploma thesis, titled (Un)Detection Of Certain Aspects Of Advertising In Magazines For Pre-Schoolers, consists of a theoretical and an empirical part. In the theoretical part, media, advertisements, advertising and printed magazines are presented. We enlarge upon magazines for pre-school children, covert advertisement, and children as consumers, and we closely examine the Mass Media Act, Consumer protection Act, and Slovenian Code of Advertising Practice. Media education of pre-school children and the role that family and teachers play in the process of media education are also explained. In the empirical part, the results of our study are presented. The purpose of the study was to research the teachers’ and parents’ detection of certain aspects of advertising in the magazines, intended for pre-school children. The sample comprised of 178 teachers and parents of pre-school children. The data was collected with a questionnaire and analysed with SPSS statistical software. The results of the study show that teachers more frequently than parents use magazines with children, detect certain aspects of advertising, and explain them to the children. The dependant variables were compared according to the type of the respondent, place of residence, level of education and children’s age.

Gelişen pazarlama anlayışıyla birlikte reklam kavramı, günümüzün vazgeçilmez iletişim araçlarından biri konumuna gelmiştir. Küresel rekabetin arttığı günümüz dünyasında markalar, ürün ve hizmetlerini hedef kitlelerine tanıtabilmek amacıyla çeşitli yöntemlere başvurmaktadırlar. Buna göre; geleneksel reklam anlayışının tüketiciler üzerindeki etkisinin geçmiş dönemlerdeki kadar etkin olmadığı varsayımı ile daha etkili ve verimli yollar aranmaya başlandığı bilinmektedir. Reklamverenler ve yapımcılar tarafından özellikle televizyon dizileri, sinema filmleri, şarkılar, kitap ve bilgisayar oyunları gibi mecralar kullanılarak gizli reklam, yani ürün yerleştirme yönteminin sıklıkla kullanıldığı gözlemlenmektedir.Günümüzde, Türkiye'de de televizyon dizilerinde gizli reklam uygulamalarına rastlanmaktadır. Buna göre; ulusal televizyon kanallarının yüksek rating alan televizyon dizilerinde yapımcı, reklamveren ve sponsor marka ilişkileri doğrultusunda, Kurtlar Vadisi Pusu dizisi 7. Sezon ilk dört bölümü örneklem olarak seçilmiş ve gizli reklam uygulamaları seçmeci bir film çözümlemesi yönteminden yararlanılarak ortaya çıkarılmaktadır. With the recent developments of marketing aprroaches, the notion of advertising has become one of the leading communication tools. In today's world with the increasing global competition, brands are trying out diverse new methods in order to develope reputation of their products and services. According to this reality; depending on the hypothesis that the influence of traditional advertising approach is not 'that' effective on consumers, it's known that brands begin seeking more effective and productive ways for it. It's observed that covert advertising is frequenly used by clients and producers especially at platforms such as television series, movies, songs, books and PC games.Today, we see covert advertising applications in television series in Turkey too. According to this; through the relations between producers, clients and sponsor brands in the high rated television series on national television channels, the first 4 episodes of the serie `Kurtlar Vadisi Pusu 7th Season` are chosen as our analysing sample and it's aimed to analyse covert advertising applications in these episodes by using eclectic method. 221

Purpose – The purpose of this paper is to identify and redefine the categories of covert advertising, to demonstrate the covert aspects of advertising in the press, to provide a high-quality comparison of three leading Slovenian newspapers and to prepare a model for future researchers. Design/methodology/approach – In this article, the authors defined, analyzed, and explored covert advertising. In the first part, the authors used descriptive approach and method of compilation. In the empirical part, the authors used content analysis to research texts of covert advertising; the authors used analytical approach. Data were analyzed with the help of the computer programme SPSS. Findings – The results of the research indicate that covert advertising appears on a daily basis in daily newspapers and these articles are visually more attractive to garner greater attention from readers and offer numerous visual presentations. Research limitations/implications – The first limitation is presenting a lack of literature in this area, especially very poor knowledge of covert advertising in English, American and German literature. There is not a single word that around the world marked the same phenomenon. This research is limited to print media; it cannot be generalized to all media. This is a survey of ads where the authors cannot rule out subjective assessments. Originality/value – The significance of this research is that texts with covert advertising in Slovenia were for the first time scientifically investigated. The research approach and methodological instruments could be used as a model, a simplified representation of reality for future researches.

Covert advertising is a form of illegal marketing when a text is published as editorial content although it is ordered and paid for by the advertiser. Covert advertising has an increasing influence on book consumption and on book consumers whose choices are often made unconsciously. They are frequently affected by various psychological factors such as motives, perceptions, attitudes and personality. The aim of the survey was to find out purchasing habits of book consumers, reasons for buying books and the amount of money they are willing to spend on books. We were interested whether consumers know that covert advertising is illegal and that it influences their behaviour. A web questionnaire accessible for three months was completed by 470 respondents. The results show that most respondents like to purchase books. Most often they buy books that are classified as the light reading (novels, thrillers, etc.). When buying books they usually pay attention to the book genre, its title and author. The survey results also point to the poor understanding of the term “covert advertising”. Thus, they could be an incentive to raise consumers awareness of this form of advertising. More stringent control of media editors and tougher penalties for offenders are suggested as well as a public list of all those who in any way contribute to misleading the public.

Rad istražuje ulogu, svojstva i etičke implikacije prikrivenog oglašavanja u današnjim medijima. Objašnjava se temeljna razlika između prikrivenog i klasičnog oglašavanja i razlažu temeljni razlozi sve većeg korištenja prikrivenog oglašavanja te ukazuje na nužnost njegova razlikovanja u informativnim od onog u zabavnim medijskim sadržajima. Posebno se osvrće na situaciju u Republici Hrvatskoj i daje pregled nazočnosti prikrivenog oglašavanja u hrvatskim medijima. Primjenom kriterija istinitosti, normativne postavke svake komunikacije, dolazimo do spoznaje etičke neopravdanosti prakse takvog oglašavanja. U radu se objašnjavaju i svojstva zakonske regulative prikrivenog oglašavanja u svijetu i RH te analiziraju razlozi učestalog kršenja te regulative, This article looks into the role, characteristics and ethical implications of covert or embedded advertising in the contemporary media. The main difference between covert and classic advertising is explained, as are also the main reasons for its growing use. Emphasis is placed on the distinction between covert advertising in informative as opposed to the entertainment media. Special research was made into the situation in the Republic of Croatia, and data is presented on the frequency of its occurrence in the Croatian media. According to the truth criterion, a normative rule of any communication, it has been determined that the use of covert advertising is ethically wrong. The article includes explanations of the legislative frameworks of covert advertising in the USA, EU and Croatia and the reasons for the frequent evasion of the same