Nei giornali l’impaginazione di alcune pubblicità può essere simile a quella dei normali articoli d’informazione. Alla scoperta dei fantasmagorici “pubbliredazionali”.
Sfoglio “La Repubblica” e l’occhio mi cade su una pagina con i trafiletti blu. Fin qui nulla di strano. Poi guardo bene e in effetti c’è qualcosa che non quadra…
Gli articoli sono scritti con un font diverso, il layout della pagina è più squadrato rispetto al normale, e Repubblica non usa i trafiletti blu… l’occhio corre in cerca di conforto nell’angolo in alto a sinistra: che sia un servizio speciale? E infatti leggo: “Speciale. Giornata mondiale dell’acqua”. Ah ok, si tratta di un contenuto speciale e per questo l’hanno impaginato in modo diverso. Eppure i titoloni mi sembrano troppo banali ed elogiano fin troppo il contenuto. Poche pagine più avanti accade la stessa cosa: sotto al trafiletto “Speciale. Sport” brillano gli articoli “Dal rito fino al viaggio. Come allestire le nozze” e “La straordinaria arte di realizzare i sogni più belli”.
Qui sale lo scetticismo e lo sguardo intercetta il “cavallo di troia” che è entrato nelle pagine: in alto, a caratteri piccoli, c’è scritto “Informazione pubblicitaria a cura della A. Manzoni & C.” che scoprirò essere il corrispettivo cartaceo di:
- Dell’hashtag #adv nelle foto Instagram di Fedez
- Del product placement nei film e nei programmi tv
- Del native advertising online
Una breve ricerca su internet (o nell’internet, come si sente dire ultimamente) e scopro sul loro sito che “La A.Manzoni & C. SpA è la concessionaria di pubblicità esclusiva dei mezzi di GEDI Gruppo Editoriale SpA e di un qualificato gruppo di Editori terzi”. Un’altra rapida ricerca e Wikipedia mi sputa fuori la parola pubbliredazionale:
«informazione pubblicitaria impaginata e redatta similarmente ad un normale articolo di giornale» e mi avverte che, vista la possibile confusione fra questi articoli e un normale articolo editoriale, «la legge prevede che venga dichiarato esplicitamente come pubblicità, attraverso l’apposizione, sopra il titolo, della scritta “informazione pubblicitaria”»
Cerco maggiori informazioni sul sito della Treccani e dell’Accademia della Crusca, ma la parola risulta introvabile: accontentiamoci della preziosa Wikipedia e di un interessante articolo di Linkiesta sul confine fra informazione e pubblicità.
Morale della favola storia vera: facciamo tutti più attenzione quando leggiamo giornali e riviste perché potremmo imbatterci (senza accorgercene) in una “informazione pubblicitaria” a norma di legge ma potenzialmente poco visibile. In particolare per i più giovani.
Articolo di: Alice Palombarani
Scritto e pubblicato il: 25.03.2019
64 comments On INFORMAZIONE E PUBBLICITA’ INFORMATIVA: LA SOTTILE LINEA D’OMBRA
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