The purpose of this study has been to examine a few Swedish advertisment producers opinions on the subject of viral advertising and especially the ethical aspects of hidden viral advertising. The specified purpose of this paper is to: To clarify the underlying reasons for the use of viral advertising. To clarify the advertising producers ethical views on hidden viral advertising. The essay is based on a qualitive research metod of an abductive nature where the empirical data is derived from interviews with three advertisment producers. Through a stratified selection method we contacted agencies that in one way or another uses digital solutions as an advertisment method. All interviews were conducted via the digital chat room Skype, one of the interviews were conducted with both picture and sound and the other two with audio-only. The following points are the essential conclusions of our study: Hidden viral advertising is seen as a rare promotional method in Sweden today, however, the viral-spread effect is more commonly used. The economic factors together with the spreading capacity of the viral advertising is contributing to one of the biggest reasons behind the use of viral advertising. In addition to these, viral advertising is seen as an effective way to stand out from traditional advertising. Viral advertising where the sender is hidden or unclear is always seen as unethical. It is not seen as unethical to spread advertisements through social media as long as the sender is apparent. To produce viral advertising with the intent of generating effective spread is seen as ethically acceptable as long as the sender is apparent. The openness of the Internet creates an opportunity for the consumer to criticice questionable advertising unimpeded, this means that hidden viral advertisment is not seen as a sustainable approach in the long run.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-20480 |
| Date | January 2012 |
| Creators | Heselius, Tobias, Gross Harrison, Felix |
| Publisher | Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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