| Popis: |
With several problems being pointed out with the rapid growth of online advertising markets, false, exaggerated or sensational advertisements are increasing. Particularly, the sensational appeal of online advertising is placed in the blind spot of deliberation on advertisements with any social consensus on the deliberation on online advertisements not made yet. According to these reasons, regulation and maintenance of the deliberation system are required for online advertising. In this study, content analyses on visual and verbal sensationalism in 2,009 advertisements were carried out based on 32 national online news services. According to the analyses, obscene advertisements on online news services are more than serious. In this study, based on the analyses, need for deliberation and regulation on online advertising is raised and direction of the deliberation on desired advertising is explored. In the future, effective advertising deliberate models need to be constructed through gathering opinions of the various members of the online advertising industry, such as advertisers, advertising agencies, media representatives, and publishers, etc. |
