Essays about: "Advertorials"

Found 3 essays containing the word Advertorials.

  1. 1. Brand Personas with a Story - How they are created and categorized

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Céline Chauvet; Ida Vesterlund; [2018]
    Keywords : brand persona; storytelling; literature characters; Forster’s theory; stories; brand personality; strategic brand management; Business and Economics;

    Abstract : Purpose: The purpose of this study is to explore how the phenomenon of brand personas with a story can be constructed and categorized by integrating literature theory, illustrated by case examples. There is a need for this type of study, as a profound knowledge gap exists in relation to brand personas, their stories and the creation of them as characters. READ MORE

  3. 2. The fine line between journalism and advertising : A critical discourse study of ELLE.se’s use of advertorials and click-based content and an evolving hybrid genre

    University essay from Stockholms universitet/Institutionen för mediestudier

    Author : Linnéa Ruiz Mutikainen; [2018]
    Keywords : Fairclough; Critical Discourse Analysis; advertorials; native; affiliate; fashion journalism; commercialism; hybrid genre;

    Abstract : The purpose of this study is to explore the expressions of a commercialising fashion journalistic genre by focusing on how ELLE.se, Sweden’s biggest online fashion platform, use advertorials and click-based content. READ MORE

  4. 3. Advertorials; an effective or destructive marketing practice? : The effect of advertorial deception on irritation, credibility, and attitude, both for the advertiser and the advertising medium

    University essay from IHH, EMM (Entreprenörskap, Marknadsföring, Management)

    Author : Jimmy Bergqvist; Jens Ingelstedt; [2010]
    Keywords : Advertorials; deceptive marketing; brand credibility; advertising avoidance; likeliness to return to site; brand attitude; on-line adver-tising; news advertising; Annonser; vilseledande marknadsföring; varumärkestrovärdighet; reklamundvikande; sannolikhet att återvända till webbsida; varumärkesattityd; online-reklam; reklam i nyheter;

    Abstract : The thesis explores advertorials, advertising made to look like editorial content, from a consumer behaviour perspective. Introduction                 Consumers are exposed to a staggering amount of advertisements each day. This so-called advertising clutter makes it difficult for marketers to reach the consumer. READ MORE