Abstract
Stealth advertising (Kaikati & Kaikati, 2004) is seemingly becoming prevalent in Filipino television shows and news broadcasts are no exemption. Stealth ads are characterized by covert promotional messages embedded within media content. The quantitative study investigated the news and ad literacy level of communication students towards the presence and ethicality of stealth advertisements in the identified primetime news programs in Philippine media which are TV Patrol and 24 Oras. An online survey was applied in determining the correlation of advertisement placement knowledge (APK) and stealth ad awareness (SAA) with the perception of ethicality (PE) in news advertising through a Pearson correlation test. A One-way ANOVA was conducted to analyze gender and year-level group comparisons of student-respondents’ online and offline news exposure frequency and duration. A univariate analysis was employed to identify the online and offline news exposure, advertisement placement knowledge and awareness as nuanced with the Ads Standards Council Guidebook, and perception of ethicality in news and advertisements of the communication student-respondents. Findings reveal that online news exposure frequency is higher than offline viewing. APK is at the middle level. A big majority of the respondents readily recognized stealth ads in 24 Oras indicating that the identified sneaky ads are placed intentionally while there is skepticism whether the identified stealth ads in TV Patrol are placed intentionally or accidentally. Both news programs are still deemed ethical in terms of trustworthiness, competence, and goodwill. Given this, there should still be a call for stricter adherence to ethical guidelines in media practices.
Author Information
Jessa Ericka Bien-Munsayac, University of the Philippines Diliman, Philippines
Reyjane Calicdan-Del Campo, Far Eastern University, Philippines
Paper Information
Conference: MediAsia2024
Stream: Advertising
This paper is part of the MediAsia2024 Conference Proceedings (View)
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To cite this article:
Bien-Munsayac J., & Campo R. (2024) Stealth Advertising Awareness, Knowledge, and Perceived Ethicality in TV Patrol and 24 Oras News Programs Among Select Communication Students ISSN: 2186-5906 – The Asian Conference on Media, Communication & Film 2024: Official Conference Proceedings (pp. 391-404) https://doi.org/10.22492/issn.2186-5906.2024.32
To link to this article: https://doi.org/10.22492/issn.2186-5906.2024.32
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