Children's advertising literacy for advergames: : perception of the game as advertising

• Autores: Soontae An, Hyun Seung Jin, Eun Hae Parkc
• Localización: Journal of advertising, ISSN 0091-3367, Vol. 43, Nº 1, 2014, págs. 63-72
• Idioma: inglés
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• Dialnet Métricas: 8 Citas
• Resumen

  • 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.