A . Summary Branded content is the incorporation of advertising messages in content presented via the media in a camouflaged or concealed-semi way . Recent years have witnessed a significant and large increase in branded content in the media , and advertisers regard it as a central component in the business model of the contemporary media economy . Branded content is harmful on several levels . On the -economic consumer level , it misleads media consumers who believe they are viewing content and not an advertisement and , therefore , do not activate the cognitive defense mechanisms they generally employ when viewing advertisements . On the level of public discourse , branded content endangers the pluralism of content in the media , prevents the existence of a space that is free from commercialization and , most importantly , instills doubts among the viewers who cannot know for sure whether the content they are viewing is reliable . This situation makes it impossible to conduct frank a...
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