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.

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Abstract

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:

6 citations in Scopus
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6 citations in Web of Science®

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148 since deposited on 25 Nov 2014
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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

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