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.

View at publisher


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.

Impact and interest:

9 citations in Scopus
9 citations in Web of Science®
Search Google Scholar™

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

222 since deposited on 25 Nov 2014
105 in the past twelve months

Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 78893
Item Type: Journal Article
Refereed: Yes
Keywords: Children's Advertising, Literacy, Advergames
DOI: 10.1080/00913367.2013.795123
ISSN: 0091-3367
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

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page