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Children and a changing media environment: investigating persuasion knowledge for integrated advertising formats

Katarina Panic UGent, Liselot Hudders UGent, Karl Destoop UGent, Veroline Cauberghe UGent and Patrick De Pelsmacker UGent (2012) Research in Advertising, 11th International conference, Proceedings.
abstract
This study investigates the persuasion knowledge of children of integrated advertising formats, more precisely of product placement, advertiser funded programming (AFP) and advergames. Based on qualitative research with 42 children (between 4-12 years old) the results show that children have difficulties recognizing and understanding the persuasive intention of the integrated commercial content. Especially for product placement this seemed to be hard, for all age groups. The ad recognition and understanding of AFP was highest. For advergames the results show that children could recognize the ad embedded in the game, but had problems in understanding the underlying commercial intention of it.
Please use this url to cite or link to this publication:
author
organization
year
type
conference
publication status
published
subject
in
Research in Advertising, 11th International conference, Proceedings
pages
9 pages
conference name
11th International conference on Research in Advertising (ICORIA 2012) : The changnig rolse of avderitsing
conference location
Stockholm, Sweden
conference start
2012-06-28
conference end
2012-06-30
language
English
UGent publication?
yes
classification
C1
copyright statement
I have retained and own the full copyright for this publication
id
2971423
handle
http://hdl.handle.net/1854/LU-2971423
date created
2012-08-13 16:00:58
date last changed
2013-03-20 10:40:09
@inproceedings{2971423,
  abstract     = {This study investigates the persuasion knowledge of children of integrated advertising formats, more precisely of product placement, advertiser funded programming (AFP) and advergames. Based on qualitative research with 42 children (between 4-12 years old) the results show that children have difficulties recognizing and understanding the persuasive intention of the integrated commercial content. Especially for product placement this seemed to be hard, for all age groups. The ad recognition and understanding of AFP was highest. For advergames the results show that children could recognize the ad embedded in the game, but had problems in understanding the underlying commercial intention of it.},
  author       = {Panic, Katarina and Hudders, Liselot and Destoop, Karl and Cauberghe, Veroline and De Pelsmacker, Patrick},
  booktitle    = {Research in Advertising, 11th International conference, Proceedings},
  language     = {eng},
  location     = {Stockholm, Sweden},
  pages        = {9},
  title        = {Children and a changing media environment: investigating persuasion knowledge for integrated advertising formats},
  year         = {2012},
}

Chicago
Panic, Katarina, Liselot Hudders, Karl Destoop, Veroline Cauberghe, and Patrick De Pelsmacker. 2012. “Children and a Changing Media Environment: Investigating Persuasion Knowledge for Integrated Advertising Formats.” In Research in Advertising, 11th International Conference, Proceedings.
APA
Panic, Katarina, Hudders, L., Destoop, K., Cauberghe, V., & De Pelsmacker, P. (2012). Children and a changing media environment: investigating persuasion knowledge for integrated advertising formats. Research in Advertising, 11th International conference, Proceedings. Presented at the 11th International conference on Research in Advertising (ICORIA 2012) : The changnig rolse of avderitsing.
Vancouver
1.
Panic K, Hudders L, Destoop K, Cauberghe V, De Pelsmacker P. Children and a changing media environment: investigating persuasion knowledge for integrated advertising formats. Research in Advertising, 11th International conference, Proceedings. 2012.
MLA
Panic, Katarina, Liselot Hudders, Karl Destoop, et al. “Children and a Changing Media Environment: Investigating Persuasion Knowledge for Integrated Advertising Formats.” Research in Advertising, 11th International Conference, Proceedings. 2012. Print.