Graduation Year


Document Type




Degree Name

Master of Arts (M.A.)

Degree Granting Department

Mass Communications

Major Professor

Artemio Ramirez, Ph.D.

Committee Member

Janelle Applequist, Ph.D.

Committee Member

Joshua Scacco, Ph.D.


covert advertising, sponsored advertisement, digital media, ethics, psychology


The main purpose of this research is to determine how people evaluate native advertising in order to figure out how ethical is a native advertising practice. The Third Person Effect Theory was applied to this study. It enables to examine people’s attitude toward native advertising. An experimental design was developed. Participants were exposed to three types of ads to find out if they are able to recognize native ads among other advertisements. The total number of participants was 386. The results were analyzed via ANOVA. The main finding of this study states that individuals perceive the native advertisement in a positive light even though they have been educated about the disadvantages of this type of advertisement. Another major finding indicates that the third-person effect was supported meaning people believe to be less influenced by native ads rather than others.