Is Children's Understanding of Nontraditional Advertising Comparable to Their Understanding of Television Advertising?

By L. Owen, C. Lewis, S. Auty, Moniek Buijzen. 2013

101 citations recorded by the source corpus.

Subfields: Education, Gender Studies, Marketing

View Paper: https://www.semanticscholar.org/paper/5085c4ba873d23a09be772d833563ae26e7ced8f

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Education

1. Michelle R. Nelson
2. E. V. van Reijmersdal
3. Esther Rozendaal
4. Liselot Hudders
5. Veroline Cauberghe
6. Nathaniel J. Evans
7. Katarina Panic
8. Moniek Buijzen

In Gender Studies

1. Esther Rozendaal
2. E. V. van Reijmersdal
3. Michelle R. Nelson
4. Moniek Buijzen
5. Katarina Panic

In Marketing

1. E. V. van Reijmersdal
2. Nathaniel J. Evans
3. Bartosz W. Wojdynski
4. Liselot Hudders
5. Veroline Cauberghe
6. Michelle R. Nelson
7. Esther Rozendaal
8. Mariea Grubbs Hoy

Citations in the corpus

• How sponsorship transparency mitigates negative effects of advertising recognition (2018, background): “Findings indicate that children are able to recognize the intent and commercial purpose of advertising more overt contexts (e.g. TV), but that ability worsens as the advertisement maintains more covert features (Owen et al. 2013).”
• Advertising targeting young children: an overview of 10 years of research (2006–2016) (2019, background): “The reviewed studies showed that television commercials are also frequently used as a comparison reference for the effects of embedded advertising formats (Hudders, Cauberghe, and Panic 2016; Owen et al. 2013).”
• Developing Persuasion Knowledge by Teaching Advertising Literacy in Primary School (2016, background): “Further, as advocated by Eagle (2007), and like in the United Kingdom (Clarke 2005), the advertising industry could participate in literacy or research programs.”
• Children's Responses to Advertising in Social Games (2013, methodology): “Our measure of understanding of source is based on previous re- search and includes bogus answers such as “The researcher,” “Other Habbo players,” and “The person who made the video you just saw” (Owen et al. 2012).”
• How advertising literacy training affect children's responses to television commercials versus advergames (2016, background): “Indeed, several studies have provided evidence that children have a lower cognitive advertising literacy level for new compared to traditional advertising formats (Owen et al. 2013; An, Jin, and Park 2014; Verhellen et al. 2014; Hudders et al. 2015).”
• Children's Advertising Literacy for Advergames: Perception of the Game as Advertising (2014, background): “Advertising literacy, defined as the ability to analyze, evaluate, and create persuasive advertising messages across a variety of media (Young 2003), does not seem to be high for children online (Fielder et al. 2007; Owen et al. 2013; Wollslager 2009).”