Skjult reklame på DR?

Kasper Anthon Sørensen, Ida Kopart Timm, Charlotte Strier Cumberland, Almas Butt, Peter Møller Westen & Lise Lautenbacher

Studenteropgave: Semesterprojekt


This project revolves around the potential existence of products that are discretely placed with a commercial purpose into the drama productions of the non-commercial Danish media station “DR”. To disclose whether so-called non-spot advertising is present we analyze three short sequences from the DR productions “Rejseholdet”, “Nikolaj og Julie” and “Ørnen” using advertising theory from Danish advertising researchers. As we consider the viewer’s perspective as an important factor we have conducted focus groups to make a reception analysis where we focus on the recipients’ perceptions and opinions concerning the three video sequences. To create a better understanding of whether non-spot advertising is a legitimate action we discuss the matter from an ethical point of view using basic ethics of consequence and morality. Consequently, we found out that the three sequences can be identified as having commercial features due to certain products exposed in an unnatural way. On the other hand these products can be seen as natural parts of the narrative thereby not resembling any kind of advertising. This depends on the eye of the beholder though. Ethically, non-spot advertisements can be seen as a way for DR to finance their series but on the other hand such product placements can cause manipulation of the audience which is wrong from a moral point of view.

UddannelserBasis - Humanistisk Bacheloruddannelse, (Bachelor uddannelse) Basis
Udgivelsesdato25 maj 2012
VejledereSusanne Kjærbeck


  • projekt
  • hum-bas
  • reklame
  • skjult
  • DR