Classification of advertising in print media
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Galina G. Shchepilova
Associate Professor at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia
e-mail: shgg@yandex.ruSection: Media Economics
Attempts of classification of advertising in print -media were undertaken repeatedly, but till now is not developed a uniform criteria. In this article the author offers the structural approach to advertising classification in newspapers and magazines. These are advertising kinds, advertising genres and also the technical characteristics connected with a place of placing of advertising in number. The most widespread genre — an advertising collage — is discussed in details.