Manipulacija čitateljima – prikriveno oglašavanje u hrvatskim novinama
Manipulating Readers: Disguised Advertising In Croatian Newspapers

Summary/Abstract: A consequence of the growing dynamics of the media market is the increased influence of advertisers manifested in, among other things, disguised advertising. As most Croatian citizens cannot see through advertisements that masquerade as ordinary articles, disguised advertising is increasingly evident in the content of the Croatian media. This manipulation of readers affects the citizens’ trust in the media. On the basis of comparative analyses of the classical and the disguised advertising, this paper brings the results of the content analysis of two most influential Croatian dailies: in December of 2006 there were 327 texts with the elements of disguised advertising.

• Details
• Contents