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Disclosing brand placement to young children

Pieter De Pauw (UGent) , Liselot Hudders (UGent) and Veroline Cauberghe (UGent)
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Abstract
As children may still be exposed to brand placement (despite the EU ban concerning children’s programs), it is examined how different types of disclosures may enable them to cope with this advertising format. The first study showed that a visual cue was more effective than an auditory cue in triggering cognitive advertising literacy. However, this cue-activated literacy did not influence brand attitude. The second study showed that advertising literacy was higher when the cue was shown prior to than during the sponsored media content. This cue-activated literacy increased brand attitude, but only among children with low scepticism toward brand placement.
Keywords
children, sponsorship disclosure, advertising literacy, scepticism, brand placement

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Citation

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MLA
De Pauw, Pieter, Liselot Hudders, and Veroline Cauberghe. “Disclosing Brand Placement to Young Children.” International Conference on Research in Advertising, Proceedings. 2016. 1–9. Print.
APA
De Pauw, Pieter, Hudders, L., & Cauberghe, V. (2016). Disclosing brand placement to young children. International Conference on Research in Advertising, Proceedings (pp. 1–9). Presented at the International Conference on Research in Advertising (ICORIA).
Chicago author-date
De Pauw, Pieter, Liselot Hudders, and Veroline Cauberghe. 2016. “Disclosing Brand Placement to Young Children.” In International Conference on Research in Advertising, Proceedings, 1–9.
Chicago author-date (all authors)
De Pauw, Pieter, Liselot Hudders, and Veroline Cauberghe. 2016. “Disclosing Brand Placement to Young Children.” In International Conference on Research in Advertising, Proceedings, 1–9.
Vancouver
1.
De Pauw P, Hudders L, Cauberghe V. Disclosing brand placement to young children. International Conference on Research in Advertising, Proceedings. 2016. p. 1–9.
IEEE
[1]
P. De Pauw, L. Hudders, and V. Cauberghe, “Disclosing brand placement to young children,” in International Conference on Research in Advertising, Proceedings, Ljubljana, Slovenia, 2016, pp. 1–9.
@inproceedings{7202456,
  abstract     = {{As children may still be exposed to brand placement (despite the EU ban concerning children’s programs), it is examined how different types of disclosures may enable them to cope with this advertising format. The first study showed that a visual cue was more effective than an auditory cue in triggering cognitive advertising literacy. However, this cue-activated literacy did not influence brand attitude. The second study showed that advertising literacy was higher when the cue was shown prior to than during the sponsored media content. This cue-activated literacy increased brand attitude, but only among children with low scepticism toward brand placement.}},
  author       = {{De Pauw, Pieter and Hudders, Liselot and Cauberghe, Veroline}},
  booktitle    = {{International Conference on Research in Advertising, Proceedings}},
  keywords     = {{children,sponsorship disclosure,advertising literacy,scepticism,brand placement}},
  language     = {{eng}},
  location     = {{Ljubljana, Slovenia}},
  pages        = {{1--9}},
  title        = {{Disclosing brand placement to young children}},
  year         = {{2016}},
}