Specifics of creation of native advertising in foreign online publications (based on publications of online-edition Popsugar Family)

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Abstract

This paper is devoted to the study of the features of native advertising texts in foreign segment. Considering that the experience of creating native advertising texts in foreign online publications is greater than in Russia, the subject of the study in this article was the materials published in the online publication POPSUGAR.Family in 2022. The article is based on the method of content analysis of native advertising texts published in the online publication POPSUGAR.Family. The author also uses methods of description, comparison and generalization, combined with the analysis of theoretical materials, which allows to establish the methods of creating native advertising texts used in the English-speaking segment. The scientific novelty of the work lies in the analysis of the features of working with this direction in foreign media, which in the future will help editors to build work with this type of content in domestic online publications more effectively. The results of the study show that text native advertising often meets the needs of the target audience of the media and is published in accordance with the current information agenda. The uniqueness of the information is expressed in the expert's commentary, appeal to research or personal experience of the author. It is also important to note that commercial integration can also make the text unique. Native advertising is designed like editorial materials, and the style of presentation is close to the editorial canon. Unlike advertising in Russian-language online publications, foreign media point out the advantages and disadvantages of native advertising to create controversy in the text, and brands can be integrated into a topic that is not directly related to them, which can potentially have a positive effect on attracting a new segment of consumers.

References

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