| Popis: |
We introduce the concept of advertising as a product for consumption, from which individuals may derive value based on aspects of consumer relevance. As elsewhere, advertising is an integral constituent of the South African commercial media landscape. The proportions of advertising to editorial content fluctuate, influenced by variables such as market demand, seasonality, media type and regulations. For example, at the regulatory level, South African commercial television stations are permitted to broadcast up to 20 % of classical advertising per hour (Serrurier, 2009), but this regulation does not extend to alternative forms of advertising like advertorials, sponsorships, infomercials and advertiser funded programmes that are used by advertisers to compete for consumer attention. The inclusion of these different forms of advertising further increases the ratio of advertising to editorial content. |
