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“Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.’”
Jeff L. Richard

Lately it has come to my attention that in the news programs, the news presentators make publicity as if it were part of the news they present. For instance Matias Prats (a well known spanish news presentator), after telling all the last news about war and political conflicts, would try to sell products of some insurance company.

I don’t know about you, but I find this rather shocking: I have always thought that these kind of programs should just give you the news, what they tell you is supposed to be true, so whatever this person tells you, when he tells you that this or that company is the best to insure your car, HAS MORE CREDIBILITY.

I’m sure that the firms who pay for this advertising do this with the intention to use this added credibility of an advertisement within a news program. Is this bad faith? Can they use a news program for commercial purposes, using the same news presentator for this as if it were just another news item???

Obviously publicity, advertising and commercial have their own rules, and we are free to believe whatever they want us to believe, but is it admissible and ethical when they use the news program for this?

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