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Is children’s understanding of non–traditional advertising comparable to their understanding of television advertising?

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Is children’s understanding of non–traditional advertising comparable to their understanding of television advertising? / Owen, Laura; Lewis, Charlie; Auty, Susan et al.
In: Journal of Public Policy and Marketing, Vol. 32, No. 2, 30.09.2013, p. 195-206.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Owen, L, Lewis, C, Auty, S & Buijzen, M 2013, 'Is children’s understanding of non–traditional advertising comparable to their understanding of television advertising?', Journal of Public Policy and Marketing, vol. 32, no. 2, pp. 195-206. https://doi.org/10.1509/jppm.09.003

APA

Owen, L., Lewis, C., Auty, S., & Buijzen, M. (2013). Is children’s understanding of non–traditional advertising comparable to their understanding of television advertising? Journal of Public Policy and Marketing, 32(2), 195-206. https://doi.org/10.1509/jppm.09.003

Vancouver

Owen L, Lewis C, Auty S, Buijzen M. Is children’s understanding of non–traditional advertising comparable to their understanding of television advertising? Journal of Public Policy and Marketing. 2013 Sept 30;32(2):195-206. doi: 10.1509/jppm.09.003

Author

Owen, Laura ; Lewis, Charlie ; Auty, Susan et al. / Is children’s understanding of non–traditional advertising comparable to their understanding of television advertising?. In: Journal of Public Policy and Marketing. 2013 ; Vol. 32, No. 2. pp. 195-206.

Bibtex

@article{eb80cfd7889443efa8d5b433d0eb79dc,
title = "Is children{\textquoteright}s understanding of non–traditional advertising comparable to their understanding of television advertising?",
abstract = "The dramatic changes in children's commercial environment call for an updated evaluation of children's grasp of advertising. The aim of this study is to compare children's understanding of television advertising with nontraditional advertising (i.e., movie and in-game brand placement, product licensing, program sponsorship, and advergames). The authors interviewed 134 children from second-grade (ages 6–7) and fifth-grade (ages 9–10) classes in the United Kingdom about the nature and intent of different examples of advertising, combining open-ended and cued response formats. As anticipated, children demonstrated a significantly more sophisticated understanding of television advertising compared with nontraditional advertising. Embedded advertising practices (movie and in-game brand placement) were most difficult for children to understand. Thus, children appear to have limited knowledge of alternative marketing tactics and consequently lack the cognitive skills to evaluate them critically. The authors conclude by making suggestions for public policy measures.",
keywords = "children, cognitive defenses, in-game brand placement, advergames, television advertising, nontraditional advertising",
author = "Laura Owen and Charlie Lewis and Susan Auty and Moniek Buijzen",
year = "2013",
month = sep,
day = "30",
doi = "10.1509/jppm.09.003",
language = "English",
volume = "32",
pages = "195--206",
journal = "Journal of Public Policy and Marketing",
issn = "1547-7207",
publisher = "American Marketing Association",
number = "2",

}

RIS

TY - JOUR

T1 - Is children’s understanding of non–traditional advertising comparable to their understanding of television advertising?

AU - Owen, Laura

AU - Lewis, Charlie

AU - Auty, Susan

AU - Buijzen, Moniek

PY - 2013/9/30

Y1 - 2013/9/30

N2 - The dramatic changes in children's commercial environment call for an updated evaluation of children's grasp of advertising. The aim of this study is to compare children's understanding of television advertising with nontraditional advertising (i.e., movie and in-game brand placement, product licensing, program sponsorship, and advergames). The authors interviewed 134 children from second-grade (ages 6–7) and fifth-grade (ages 9–10) classes in the United Kingdom about the nature and intent of different examples of advertising, combining open-ended and cued response formats. As anticipated, children demonstrated a significantly more sophisticated understanding of television advertising compared with nontraditional advertising. Embedded advertising practices (movie and in-game brand placement) were most difficult for children to understand. Thus, children appear to have limited knowledge of alternative marketing tactics and consequently lack the cognitive skills to evaluate them critically. The authors conclude by making suggestions for public policy measures.

AB - The dramatic changes in children's commercial environment call for an updated evaluation of children's grasp of advertising. The aim of this study is to compare children's understanding of television advertising with nontraditional advertising (i.e., movie and in-game brand placement, product licensing, program sponsorship, and advergames). The authors interviewed 134 children from second-grade (ages 6–7) and fifth-grade (ages 9–10) classes in the United Kingdom about the nature and intent of different examples of advertising, combining open-ended and cued response formats. As anticipated, children demonstrated a significantly more sophisticated understanding of television advertising compared with nontraditional advertising. Embedded advertising practices (movie and in-game brand placement) were most difficult for children to understand. Thus, children appear to have limited knowledge of alternative marketing tactics and consequently lack the cognitive skills to evaluate them critically. The authors conclude by making suggestions for public policy measures.

KW - children

KW - cognitive defenses

KW - in-game brand placement

KW - advergames

KW - television advertising

KW - nontraditional advertising

U2 - 10.1509/jppm.09.003

DO - 10.1509/jppm.09.003

M3 - Journal article

VL - 32

SP - 195

EP - 206

JO - Journal of Public Policy and Marketing

JF - Journal of Public Policy and Marketing

SN - 1547-7207

IS - 2

ER -