Item

How advertising literacy training affect children's responses to television commercials versus advergames

Type
Journal Article
Author
Liselot Hudders, Veroline Cauberghe & Katarina Panic
Year
2016
Publisher
Taylor & Francis
DOI/Link
http://dx.doi.org/10.1080/02650487.2015.1090045
Abstract
This study examined children's advertising literacy level for traditional versus embedded advertising formats by comparing their cognitive and affective advertising literacy level for television commercials vs. advergames. The study also explored how cognitive and affective advertising literacy further attenuate advertising effects by investigating the mediation impact of cognitive and affective advertising literacy on the relation between the ad's format and the purchase request. Third, the study investigated how an advertising literacy training session moderates these effects.

The results of this experimental study showed that advergames lead to a higher purchase request rate among children than television commercials. However, only affective but not cognitive advertising literacy mediated the effect of the advertising format on purchase request. In addition, a training session was shown to accelerate children's cognitive (but not their affective) advertising literacy for advergames, but not for television commercials.
Language
English
Keywords
Media Literacy, Advertising Literacy, Television Literacy
Tags
Critical thinking, Verification practices
PGDMIL Course
C02 – Media, Technology and Content
PGDMIL Block
C02-B4: Influencer Culture and Persuasive Media
Has Part
C02-U16: Children and Advertising Ethics
Corpus Status
Pending Review

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