In the contemporary world advertising pays for the existence of the media: producers are trying to make their shows worth advertising; magazines and newspapers are well aware of their dependence on advertising revenues. However, experts have proved that the effectiveness of direct advertising is falling from year to year. Therefore, advertisers are forced to use hidden advertising, which is less intrusive, easily penetrates into media content and is much more effective than the traditional one.
Television was the first to realize the usefulness of indirect techniques: now they are present in any show or film about modern life, in books, sports. In addition, videos, computer games and even cartoons are created to promote products and brands. Almost every artistic product contains advertising of brands and trademarks, which is not noticeable to the viewer at first glance. As usual, a hero of a show drives a car of a famous car brand, stays in hotels of global renown, wears watches of certain brands, prefers corresponding designer, airlines, etc. This information affects viewers on a subconscious level (Harker 2000).
Unfortunately, in most cases, good TV shows, movies and games do not correlate with the aims of the brand.
Artistry, humanism, a strong story, talent, invested in them can surely meet the vision of the marketing department, but in fact they rarely do. Therefore, there should be some compromise, allowing media content and advertising to coexist. The problem of transfusion of media content and advertising is that it is always traumatic for the essence of content (Lehu 2009)