From persuasive messages to tactics : exploring children’s knowledge and judgement of new advertising formats
- Author
- Pieter De Pauw (UGent) , Ralf De Wolf (UGent) , Liselot Hudders (UGent) and Veroline Cauberghe (UGent)
- Organization
- Project
- 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
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-8528969
- MLA
- De Pauw, Pieter, et al. “From Persuasive Messages to Tactics : Exploring Children’s Knowledge and Judgement of New Advertising Formats.” NEW MEDIA & SOCIETY, vol. 20, no. 7, 2018, pp. 2604–28, doi:10.1177/1461444817728425.
- APA
- De Pauw, P., 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. https://doi.org/10.1177/1461444817728425
- Chicago author-date
- 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): 2604–28. https://doi.org/10.1177/1461444817728425.
- Chicago author-date (all authors)
- 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. doi:10.1177/1461444817728425.
- 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.
- IEEE
- [1]P. De Pauw, R. De Wolf, L. Hudders, and V. Cauberghe, “From persuasive messages to tactics : exploring children’s knowledge and judgement of new advertising formats,” NEW MEDIA & SOCIETY, vol. 20, no. 7, pp. 2604–2628, 2018.
@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’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.}},
author = {{De Pauw, Pieter and De Wolf, Ralf and Hudders, Liselot and Cauberghe, Veroline}},
issn = {{1461-4448}},
journal = {{NEW MEDIA & SOCIETY}},
keywords = {{Advertising formats,advertising literacy,advertising tactics,children,focus groups,moral reasoning,persuasion knowledge,qualitative research}},
language = {{eng}},
number = {{7}},
pages = {{2604--2628}},
title = {{From persuasive messages to tactics : exploring children’s knowledge and judgement of new advertising formats}},
url = {{http://doi.org/10.1177/1461444817728425}},
volume = {{20}},
year = {{2018}},
}
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