Advertising In The News
- نوع فایل : کتاب
- زبان : انگلیسی
- نویسنده : ADRIAN HADLAND
توضیحات
[center]South African newspapers and magazines found themselves operating under increasingly difficult conditions in the 1990s, with an explosion of new media products and the entry of global media companies into the local market (Taylor 2002; Ensor 2001).1 Although many media companies have posted enormous profits in the last few years, publications face stiff competition, not just for readers, but for advertising, which provides commercial media with the greater part of their revenue (Van Ginneken 1998). To maintain their profitability, many publications have developed a range of strategies to attract advertising. In particular, these strategies include developing the kind of content that advertisers most desire – content that creates a ‘buying mood’ for their products (Herman & Chomsky 1994: 17). These include niched supplements, special sections and advertorial pages (also known as surveys). Along with increasing their ‘paid-for content’, however, many publications appear to be failing to signal adequately to readers when the content they are reading has been paid for by advertisers and when it has not. In addition, certain kinds of content carried in publications purely to attract advertising cannot easily be identified as such.[/center] حق تکثیر: public domain
