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Bc. Peter Hrnčiar

Master's thesis

Native advertising – keď sa reklama začne skrývať

Native advertising - when the advertising starts to hide
Abstract:
Our thesis is dealing with newly emerging phenomenon – native advertising. This term was given to ads that mimic visual and textual properties of regular articles. This format is moving in the gray area and blurring the lines between content and advertisements that support it. Studying of this phenomena includes different fields, but we especially concentrate on new media, where the native advertising …more
Abstract:
Témou našej práce je novo sa objavujúci fenomén, ktorým je native advertising. Tento pojem bol vytvorený pre taký druh reklamy, ktorý napodobňuje vizuálne, ako aj textuálne vlastnosti média, v ktorom sa vyskytuje (menovite tlač). Tento formát sa pohybuje v šedej zóne a znejasňuje hranice medzi obsahom a reklamou, ktorá tento obsah spolufinancuje. Štúdium tohto fenoménu zasahuje do viacerých polí, ale …more
 

Keywords

native advertising natívna reklama
 
Language used: Slovak
Date on which the thesis was submitted / produced: 6. 5. 2015
Identifier: https://is.muni.cz/th/es4kq/

Thesis defence

  • Date of defence: 10. 6. 2015
  • Supervisor: Mgr. Viktor Pantůček, Ph.D.
  • Reader: Mgr. Zuzana Jayasundera

Citation record

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Full text of thesis

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  • světu
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Institution archiving the thesis and making it accessible: Masarykova univerzita, Filozofická fakulta
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