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1、外文文献翻译原文及译文标题:Publicrelationsandthepracticeofpaidcontent:Practical,theoreticalpropositionsandethicalimplications作者:TamarLahav：DoritZimand-SheineT期干Ll:PublicRelationsReview,第42卷，第3期，页395・401年份：2016原文Publicrelationsandthepracticeofpaidcontent:Practical,theoreticalpropositions
2、andethicalimplicationsTamarLahav,DoritZimand・SheinerAbstractThisarticlefocusesontherelativelynewmarketingphenomenonofembeddedpaidcontent.However,therealityisthatIsraelipublicrelations(PR)practitionersareengagedinpromotionofpaiddigitalcontentmarketing(DCM)withoutfulldisclosu
3、reortransparencyonvariousinternetsites.Threemajorquestionsarethereforeraisedanddiscussed:(a)Doespaymentforcontent一whichentailsPRpractitionerscontrolovercontent一demandareviewofPRpracticedefinitions?(b)DoesPRpaidDCMmakes"give-and-takerelationships^^withjournalistsandthe"two-w
4、aysymmetricmodel"redundantindigitalchannels?(c)WhataretheethicalimplicationsofusingpaidDCMwithoutfulldisclosureforPRpractitionersandbrandstakeholders?WesuggestthatdefinitionsofPRshouldbereviewedinlightofusingundisclosedpaidDCM.Moreover,weclaimthatthepenetrationofPRintobuyin
5、gdigitalmedia,andthuspurchasingcontrolinthesamewayasadvertising,contributestoanambiguouslinebetweenPRandadvertising.Fromanethicalperspective,whenpaidDCMisembeddedintoourmaindigitalinformationchannels,oftenhidingcommercialmessages,readersmaybeconfusedbetweeneditorialandpaidc
6、ontentgeneratedbymarketers.Thisconfusionmaywellleadtoadeclineinthetrustworthinessofmediaorganizationsandbusinessorganizationsusingthispractice・Keywords:Contentmarketing,Publicrelations,Ethics,Israel,Paiddigitalcontent1.IntroductionIntheseconddecadeofthe21stcenturyIsraelipub
7、licrelations(PR)practitionersareengagedinpromotionofpaiddigitalcontentmarketing(i.e.,paidDCM),withoutfulldisclosure,onmajorandnicheInternetsites.Contentmarketingisrelativelynewtotheinternet,butthepracticeofpaidbrandpromotiononcommercialtelevisionprograms(suchasproduct/brand
8、placementandpresentingpeopleasexpertsinvariousfields)is"oldnews."TheIsraeliSecondA
