Children's Advertising Literacy for Advergames: Perception of the Game as Advertising

An, Soontae; Jin, Hyun Seung; Park, Eun Hae

doi:10.1080/00913367.2013.795123

Cited by 98 publications

(66 citation statements)

References 48 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The principal model that has been used to explain the development of a consumer's knowledge in this area is Friestad and Wright's (1994) Persuasion Knowledge Model (PKM) (see An, Jin and Park, 2014;Newman and Oates, 2014;Panic, Cauberghe and De Pelsmacker, 2013). The PKM offers a theoretical lens to understand how consumers can, over time, develop persuasion knowledge which facilitates an understanding of marketing / advertising tactics that may be employed by marketers.…”

Section: Theoretical Background Advertising Literacy In Childrenmentioning

confidence: 99%

Young consumers’ brand communications literacy in a social networking site context

Lawlor

Dunne

Rowley

2016

EJM

View full text Add to dashboard Cite

Purpose -Whilst substantial scholarly attention has been given to children's understanding of advertising in the context of traditional advertising channels, there is a gap in the literature with regard to children's commercial awareness in the context of online social networking sites (SNS). This paper seeks to explore the nature and extent of advertising literacy amongst young consumers in the context of their use of SNS, namely Facebook and Bebo.Design/methodology/approach -A three-stage study was conducted with 12-14 year old girls, using focus group discussions, participant observation and in-depth interviews.Findings -The study illustrates that the increasingly blurred line between online advertising and other forms of online brand-related content is militating against the development of advertising and marketing literacy in young consumers. A key issue which is discussed is the extent to which the traditional conceptualisation of advertising literacy is 'fit for purpose' in an online context. Originality/value -The authors propose an alternative to the advertising literacy concept, namely the Online Brand Communications (OBC) literacy framework. This framework recognises the convergence of traditional online advertising and other forms of online brand content, and also acknowledges that the messaging around a brand may originate from the brand owner in a variety of overt and covert forms. Equally, online consumers may also act as brand promoters when they engage in brand-related word-of-mouth.

show abstract

Section: Theoretical Background Advertising Literacy In Childrenmentioning

confidence: 99%

Young consumers’ brand communications literacy in a social networking site context

Lawlor

Dunne

Rowley

2016

EJM

View full text Add to dashboard Cite

show abstract

“…Children who recognize advertising's selling intent are considered to have a “cognitive defense,” as evidenced by the detachment effect (An, Jin, & Park, ; Rossiter & Robertson, ). In fact, children's understanding of advertising's selling intent has been linked to a diminished desire for the advertised products (Robertson & Rossiter, ; Rossiter & Robertson, ).…”

Section: Literature Reviewmentioning

confidence: 99%

“…In fact, children's understanding of advertising's selling intent has been linked to a diminished desire for the advertised products (Robertson & Rossiter, ; Rossiter & Robertson, ). That is, cognitive defenses, such as recognition of advertising, have proven an effective means of guarding children against unfair commercial influences (An et al, ; An & Stern, ). However, some studies with a focus on cognitive intervention have yielded mixed results (Brucks, Armstrong, & Goldberg, ; Chermin, ; Feshbach, Feshbach, & Cohen, ; Hobbs & Frost, ; Hudders et al, ; Mallinckrodt & Mizerski, ; Robertson & Rossiter, ; Vanwesenbeeck, Walrave, & Ponnet, ).…”

Section: Literature Reviewmentioning

confidence: 99%

Korean children's understanding of social media advergames: An exploratory study of ad recognition and skeptical attitudes toward advertising

Kang

2019

J of Consumer Behaviour

Self Cite

View full text Add to dashboard Cite

This study explored Korean children's understanding of social media advergames. In particular, we investigated the effects of ad recognition and skeptical attitudes toward advertising on children's susceptibility to commercial influences. The results of a survey of 556 children, ranging in age from 7 to 11, showed that half of the children could correctly identify the social media advergame as a type of advertising, whereas the other half could not. Comparisons revealed that older students were better at recognizing commercial influences. In terms of children's intention to visit sites featured in advergames, students who were in a lower grade, female, or had high Internet usage were more likely to want to visit the store advertised. After controlling for demographics and media usage, children's ad recognition and skeptical attitudes, as well as the interaction term, were all statistically significant. The results underscore the importance of combining both cognitive and attitudinal advertising literacy.

show abstract

“…Sponsorship disclosures can be an effective tool to help consumers notice the persuasive intent of covert marketing (An, Jin, and Park ; An and Stern ; Boerman, Van Reijmersdal, and Neijens , , ; Wojdynski ). Extant experimental studies validated the effects of sponsorship disclosures on persuasion knowledge, suggesting that sponsorship disclosures increased brand recognition (Boerman, Van Reijmersdal, and Neijens ; Wojdynski ).…”

Section: Role Of Disclosures: Persuasion Knowledge Modelmentioning

confidence: 99%

“…Furthermore, experimental studies involving children demonstrated that sponsorship disclosures mitigate the effects of “advergames” on attitudes toward brands featured in the game (An and Stern ). Children who recognize the advergame as advertising are more skeptical toward advertising (An, Jin, and Park ). These results confirm the role of sponsorship disclosures in enhancing persuasion knowledge, which in turn heightens the critical assessment by consumers of embedded marketing tactics.…”

Section: Role Of Disclosures: Persuasion Knowledge Modelmentioning

confidence: 99%

Sponsorship Disclosures of Native Advertising: Clarity and Prominence

Kang²,

Koo³

2018

Journal of Consumer Affairs

Self Cite

View full text Add to dashboard Cite

The purpose of this study is to investigate the display of sponsorship disclosures in native advertisements. Based on the native ad guidelines of the Federal Trade Commission, we assessed the clarity and prominence of sponsorship disclosures used by major media outlets. Eighty‐three native ads posted in high‐traffic media Web sites were analyzed. Results revealed problems mostly related to clarity of disclosures. In labeling, various terms were used, including the media's own neologisms, which appear to be very ambiguous. In particular, when republished via social media, the identification of sponsors and the provision of disclosures were more problematic. Results point to the need for more proper and specific guidelines, and active self‐regulation by the industry.

show abstract

Children's Advertising Literacy for Advergames: Perception of the Game as Advertising

Cited by 98 publications

References 48 publications

Young consumers’ brand communications literacy in a social networking site context

Young consumers’ brand communications literacy in a social networking site context

Korean children's understanding of social media advergames: An exploratory study of ad recognition and skeptical attitudes toward advertising

Sponsorship Disclosures of Native Advertising: Clarity and Prominence

Contact Info

Product

Resources

About