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From persuasive messages to tactics : exploring children’s knowledge and judgement of new advertising formats

Pieter De Pauw (UGent) , Ralf De Wolf (UGent) , Liselot Hudders (UGent) and Veroline Cauberghe (UGent)
(2018) NEW MEDIA & SOCIETY . 20(7). p.2604-2628
Author
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Project
IWT SBO 130008: AdLit: Advertising Literacy in a New Media Environment: Investigating Minor's Persuasion Knowledge in Relation to New Advertising Formats.
Abstract
Despite that contemporary advertising is decreasingly about persuading children through persuasive messages and increasingly about influencing them through implicit tactics, little attention has been given to how children may cope with advertising by understanding and evaluating the new advertising tactics. Drawing on 12 focus groups entailing 60 children of ages 9-11, this article investigates children’s advertising literacy by exploring their knowledge and judgments (and according reasoning strategies) of the new advertising formats. In particular, insight is provided into children’s critical reflection on the tactics of brand integration, interactivity and personalization in the advertising formats brand placement, advergames and retargeted pre-roll video ads on social media. It is shown that while children not spontaneously do so, they appear to have the ability to understand these tactics and form judgments about their (moral) appropriateness, thereby considering a wide range of societal actors.
Keywords
Advertising formats, advertising literacy, advertising tactics, children, focus groups, moral reasoning, persuasion knowledge, qualitative research

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Citation

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Chicago
De Pauw, Pieter, Ralf De Wolf, Liselot Hudders, and Veroline Cauberghe. 2018. “From Persuasive Messages to Tactics : Exploring Children’s Knowledge and Judgement of New Advertising Formats.” New Media & Society  20 (7): 2604–2628.
APA
De Pauw, Pieter, De Wolf, R., Hudders, L., & Cauberghe, V. (2018). From persuasive messages to tactics : exploring children’s knowledge and judgement of new advertising formats. NEW MEDIA & SOCIETY  , 20(7), 2604–2628.
Vancouver
1.
De Pauw P, De Wolf R, Hudders L, Cauberghe V. From persuasive messages to tactics : exploring children’s knowledge and judgement of new advertising formats. NEW MEDIA & SOCIETY  . 2018;20(7):2604–28.
MLA
De Pauw, Pieter, Ralf De Wolf, Liselot Hudders, et al. “From Persuasive Messages to Tactics : Exploring Children’s Knowledge and Judgement of New Advertising Formats.” NEW MEDIA & SOCIETY  20.7 (2018): 2604–2628. Print.
@article{8528969,
  abstract     = {Despite that contemporary advertising is decreasingly about persuading children through persuasive messages and increasingly about influencing them through implicit tactics, little attention has been given to how children may cope with advertising by understanding and evaluating the new advertising tactics. Drawing on 12 focus groups entailing 60 children of ages 9-11, this article investigates children{\textquoteright}s advertising literacy by exploring their knowledge and judgments (and according reasoning strategies) of the new advertising formats. In particular, insight is provided into children{\textquoteright}s critical reflection on the tactics of brand integration, interactivity and personalization in the advertising formats brand placement, advergames and retargeted pre-roll video ads on social media. It is shown that while children not spontaneously do so, they appear to have the ability to understand these tactics and form judgments about their (moral) appropriateness, thereby considering a wide range of societal actors. },
  author       = {De Pauw, Pieter and De Wolf, Ralf and Hudders, Liselot and Cauberghe, Veroline},
  issn         = {1461-4448 },
  journal      = {NEW MEDIA \& SOCIETY       },
  language     = {eng},
  number       = {7},
  pages        = {2604--2628},
  title        = {From persuasive messages to tactics : exploring children{\textquoteright}s knowledge and judgement of new advertising formats},
  url          = {http://dx.doi.org/10.1177/1461444817728425},
  volume       = {20},
  year         = {2018},
}

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