IMPLICIT ADVERTISING IN THE INTERNET AREA: AN ANALYSIS ON HEALTH WEB SITES

Abstract

Developments in new communication technologies, which have increased rapidly in recent years, have made the internet an important part of everyday life. With its many features such as speed, easy accessibility and large content, the number of users increasing day by day is a proof of the interest of digital media. Internet environments for individuals are regarded as a wide range of information at the same time through search engines. Today, internet technology is frequently used in every field that is curious, interested and needs to acquire information. One of these areas is health.Health is a highly sensitive area at the same time it is known as one of the topics that users search the most on the internet. Therefore, web sites related to health, the information contained in the contents, the interest and the reputation of the contents presented to the users are considered as important issues. On the other hand, financial resources and advertising policies of health websites are another important point. It has been determined that the constraints related to advertisement in health are evaluated in digital format in different ways, and this study was carried out with this idea.Within the scope of the study health related keywords were identified and health websites were identified by Google search. A Google Adwords session was launched to identify how often these sites were used, and 'most clicked' sites were included in the study. The 'implicit advertising' practice, known as the publication of a product or service as news, has been reviewed with examples of how it has appeared on health web sites, and findings were included in the study.