سعید کوچک زاده

Today, organizations, on the one hand, use various advertising media to introduce and introduce their products and services and to announce their distinction from similar products, and try to send effective messages to encourage audiences to buy. On the other hand, people are faced with various types of advertising through various media every day at any time and place; and this factor has caused the audience to become bored and annoyed and has severely overshadowed the effectiveness of advertising. For this reason, hidden advertising has received increasing attention in marketing (Afrasiabi et al., ۲۰۱۸). Hidden advertising means placing a product, a product with a specific brand in parts of movies, novels and stories, magazines, news networks, television and radio programs and other media with the aim of indirectly influencing the audience (Hesu and Chen, ۲۰۲۳). In this method, an attempt is made to use hidden and unidentifiable advertising stimuli to increase the desirability of a product or brand. If the necessary elements are applied in the design of this type of advertising and it includes the satisfaction of the audience, the introduced brand will have a positive impact on the audience's mind, and with the success of that film, its effectiveness will also increase (Zakan and Zakan, ۲۰۲۱). The lack of sufficient motivation in the audience to pursue direct advertising can be cited as the reason for the change in the approach of advertising designers of large companies. Therefore, in order to reduce the sense of boredom in the audience, many efforts are made so that brands do not have a verbal appearance in films and have more of a visual appearance. Despite the positive function of hidden advertising, this type of advertising will be sufficiently effective when it uses the appropriate media and an attractive and appropriate design (Duyonverde and Guanta, ۲۰۲۳). In hidden advertising, a brand is indirectly introduced to the audience using the fame of a famous person (actor, presenter, athlete, artist, etc.) and in a different way from the well-known and traditional methods, advertising is carried out in-program or in-film with a creative approach (Vermeeren et al., ۲۰۱۱).