NATIVE ADVERTISING AS RHETORICAL CAMOUFLAGE
NATIVE ADVERTISING AS RHETORICAL CAMOUFLAGE

Summary/Abstract: This paper aims to identify the rhetorical strategies of the paid covert advertising that matches the aspect and function of the digital media environment in which it appears. With an expanding use of new formats on different platforms and devices, native advertising is a creative alternative to traditional digital ads. The disguised advertisements can effectively avoid both ad blockers and consumer resistance to persuasion, as they are less intrusive forms of commercial content. Native advertising is a hybrid genre, which tends to blur the boundaries between promotional and editorial content, digital news outlets and advertising agencies, publishers and marketers, because of its use of rhetorical camouflage.

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