Advertorial
An advertorial , also known as an adverticle or public report , is the editorial layout of an advertisement that is intended to give the appearance of an editorial contribution . The advertorial is one of the forms of advertising that the addressee cannot clearly assign to advertising or public relations .
The advertorial is popular with advertisers because the reader is much more receptive if he receives the advertising content within his accustomed editorial environment. Advertorials often take on the form of surreptitious advertising .
Word formations
- The word advertorial is a portmanteau word from English adver · tisement ( ' display ') and edi · torial ( ' editorial ').
- The word adverticle is a suitcase word from English adver tisement (' advertisement ') and ar · ticle (' article ').
- The word Publireportage is a suitcase word from the French publi · cité (' advertising ') and reportage (' report ').
Law
According to German press law and the German press code , editorial content and advertising must be clearly separated. This means that advertorials must be marked as advertisements. In practice, however, this is often not done, or the labeling is designed in such a way that it is difficult to see. Media companies that operate in this border area to surreptitious advertising often try to disguise the advertising function in order to increase the advertising effectiveness and thus the sales value.
See also
literature
- Nicole Gonser, Uta Rußmann: Blurring boundaries between journalism, public relations, advertising and marketing , Springer VS, Wiesbaden 2017. ISBN 978-3-658-13577-5 .
- Study 2009: Advertorials vs. Advertisements at www.mediaanalyzer.com ( PDF , 1.7 MB)
- Practical Guide Section 7 Press Code: Overview of prohibited / permitted advertorials on the website of the German Press Council ( PDF )
Individual evidence
- ↑ René Worni: Publicity report - away with it! In: medienwoche.ch. May 2, 2011, archived from the original on July 9, 2013 ; accessed on October 30, 2015 .
- ↑ Nicole Gonser, Uta Rußmann: Blurring boundaries between journalism, public relations, advertising and marketing: Current findings from theory and practice, Springer-Verlag, December 22, 2016 p. 146 [1]