| Abstract [eng] |
More and more often media critics and researchers express their concern that the line between the journalism and advertising is vanishing. Journalism is criticized for being deeply commercialized as paid articles, reporting, television and radio broadcastings etc. are very popular in the 21st century. The fear of reduced advertising effectiveness has lead to the development of new promotional tools such as advertorials – a hybrid between advertisement and editorial. This new genre is a paid print advertisement which is written in the form of an objective opinion editorial. Such form of advertisement is less obvious than traditional advertisement, consequently, it confuses people who can not identify whether they read objective article or paid advertisement. Obviously, audiences construct their own meanings for media texts, so it is very important to know what they think about different media messages. Even though advertorials became in use in 1900, we know very little about how they are perceived. To investigate the audience's reception of media messages, it is often used researches generally known as reception analysis. The purpose of this work is to reveal the conception of advertorials and to find out what does the audience think about advertorials. The goals of the work are: to find out the concept of advertorials; to survey the main features of labeled and unlabeled advertorials; to survey the peculiarities of advertorials; to analyze surveys about advertorials; to sift the particularity of reception analysis; to do the survey about advertorials perception in Lithuania. By using literacy analysis, in-depth, qualitative interviews and experiment methods, it was arrived at a conclusion that paid print advertisements which are written in the form of an objective opinion editorials have different notions all over the world – „advertorials“, „zakazukha“, „hidden advertising“. Although they are named differently the main features are the same: they are similar to traditional articles, they are paid and the content of the message is promotional. It developed, that audience’s approach to advertorials can vary because of different message content, argumentation that is given, the credibility of the source of the message, etc. Also it depends on how much a person trust in media on the whole. The exploratory investigation has shown that Lithuanian people value advertorials differently. On one hand advertorials are taken as additional information source, as measure which can develop critical view to the media texts. On the other hand people think advertorials can mislead audience, because they are biased, their content is favourable to some institutions or persons, and they are not always labeled. |
