Product Placement in Culinary Shows on Croatian Televisions

Ovaj rad bavi se oglašavanjem u kulinarskim emisijama na hrvatskoj televiziji. Definira pojmove prikrivenog oglašavanja, kao novog tipa oglašavanja, sponzorstva i zakona o oglašavanju, televizije kao medija i popularizaciju kulinarstva. Okosnica rada je analiza oglašivača u emisijama Masterchef i Tri, dva, jedan kuhaj! Da su takve emisije popularne u Hrvatskoj dokazuje i činjenica o gledanosti, što je plodno tlo za oglašivače koji polako počinju pribjegavati tehnikama prikrivenog oglašavanja.This paper deals with advertising in culinary programs on Croatian television. It defines terms of product placement, as a new type of advertising, sponsorships and advertising law, televison as a media and popularization of culinary art. Framework of this paper is the advertiser's analysis in Masterchef and Tri, dva, jedan kuhaj shows. Popularity of similary shows in Croatia proves the fact about viewership which becames stronghold to advertisers to use techinques of advertising such as product placement