This paper summarizes and explains the study Host selling in cyberspace: Product
personalities and character advertising on popular children’s websites, whose authors, American scientists, E.
P. Bucy, S. C. Kim and M. C. Park examine to which extent character advertising
is used on web pages for children. They evaluate if web pages respect voluntary
guidelines set by the initiative CARU (Children’s
Advertising Review Unit). The research, published 2011 in the journal New
Media & Society, was being conducted in September 2003, April 2006 and
September 2009, using the method of content analysis by examining the 101 most
popular websites dedicated to children.
After introduction, the first part of the paper
describes the context of the study, the voluntary guidelines and legislative
regulations concerning online advertising oriented towards children, the
confusing nature of using favorite cartoon (and other) characters for
advertising purposes in television and online as well and provides the reader with
information about the research methodology, research questions and the results
of the study. The second and final part of this paper puts the research in the
context of media studies, focusing on the normative media theory and the
critical marketing theory and expresses the attitudes of the author of this
paper.
References:
BUCY, E. P., S. C. KIM a M. C. PARK. Host selling in
cyberspace: Product personalities and character advertising on popular
children's websites.New Media [online]. 2011-12-08, vol. 13, issue 8, s.
1245-1264 [cit. 2013-06-26]. DOI: 10.1177/1461444811402485. Dostupné z: http://nms.sagepub.com/cgi/doi/10.1177/1461444811402485
TRAMPOTA, Tomáš. Zpravodajství. Vyd. 1. Praha: Portál,
2006, s. 13. ISBN 8073670968.
KOTLER, Philip. Moderní marketing: 4. evropské vydání.
1. vyd. Praha: Grada, 2007, s. 229. ISBN 978-80-247-1545-2.
MCQUAIL, Denis. Úvod do teorie masové komunikace. Vyd.
1. Praha: Portál, 1999, s. 24. ISBN 80-7178-200-9.
MCQUAIL, Denis. McQuail's reader in mass communication
theory. Thousand Oaks, Calif.: Sage Publications, 2002, s. 16. ISBN 0761972439.
No comments:
Post a Comment