Children's advertising literacy for advergames : perception of the game as advertising
An, Soontae, Jin, Hyun Seung, & Park, Eun Hae (2014) Children's advertising literacy for advergames : perception of the game as advertising. Journal of Advertising, 43(1), pp. 63-72.
This study examined whether children recognized advergames as a type of advertising and the efficacy of an advertising literacy program. Results indicated that without the advertising literacy education, about three-quarters of the children did not recognize advergames as a type of advertising. However, those with advertising literacy education showed a significantly enhanced understanding. Also, a series of mediation tests showed that recognition of advertising was an indirect-only mediator between the advertising literacy and skeptical attitudes toward advertising. Only those who viewed the advergame as a type of advertising demonstrated more skeptical attitudes toward it.
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|Item Type:||Journal Article|
|Keywords:||Children's Advertising, Literacy, Advergames|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2014, American Academy of Advertising|
|Deposited On:||25 Nov 2014 00:05|
|Last Modified:||02 Mar 2015 10:35|
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