Open AccessHypertext technologies as the basis of native advertising
Author(s) -
Nataliya Mironova
Publication year - 2018
Publication title -
przegląd wschodnioeuropejski
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.186
H-Index - 4
eISSN - 2450-0828
pISSN - 2081-1128
DOI - 10.31648/pw.3190
Subject(s) - schema (genetic algorithms) , computer science , advertising , consciousness , frame (networking) , set (abstract data type) , aggression , contextual advertising , native advertising , world wide web , online advertising , multimedia , information retrieval , psychology , the internet , social psychology , programming language , business , telecommunications , neuroscience
The article deals with native advertising (hidden advertising) disguised as regular site content. To analyze the advertising discourse on the treatment of a disease, we used a cognitive schema (frame) containing a specific set of slots. It was found that a hypertext nature of advertising leads to rupture of the schema and delayed submission of the main frame slot (means/ways to treat the disease), transferring it from the start of the message to its target portion. It was also shown how a frame nature of advertising predetermined semantics of positive evaluation of the words – slot fillers. Native advertising is represented as a means of manipulating individual consciousness and as a way of exercising individual mental (and verbal) aggression.