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The development and testing of a 'child-proof' advertising disclosure to disclose embedded advertising to children

Steffi De Jans (UGent) , Ini Vanwesenbeeck (UGent) , Veroline Cauberghe (UGent) and Liselot Hudders (UGent)
(2018) 68th Annual ICA Conference, Abstracts.
Author
Organization
Abstract
This paper aims to develop and test a new advertising disclosure that is understandable for children and which discloses different types of embedded advertising. First, co-creation workshops with 24 children (8-11 years) were held to come to a selection of disclosure designs. Second, two eye-tracking studies among 32 children (6-12 years) were conducted to test which of these disclosure designs attracted the most attention. This lead to the selection of the final disclosure: a black rectangular disclosure with yellow letters ‘Reclame!’ (i.e., Dutch for ‘advertising’). Finally, a two (existing versus new advertising disclosure) by two (brand placement versus online banners) between-subjects experimental study with 157 children (10-11 years) was performed to test the effectiveness of the new disclosure. This study showed that children recognized, understood and liked the newly developed disclosure better than the existing ones, they were also better able to recognize advertising after exposure to this new disclosure.

Citation

Please use this url to cite or link to this publication:

MLA
De Jans, Steffi, et al. “The Development and Testing of a ‘child-Proof’ Advertising Disclosure to Disclose Embedded Advertising to Children.” 68th Annual ICA Conference, Abstracts, 2018.
APA
De Jans, S., Vanwesenbeeck, I., Cauberghe, V., & Hudders, L. (2018). The development and testing of a “child-proof” advertising disclosure to disclose embedded advertising to children. 68th Annual ICA Conference, Abstracts. Presented at the 68th Annual ICA Conference : Voices, Prague, Czech Republic.
Chicago author-date
De Jans, Steffi, Ini Vanwesenbeeck, Veroline Cauberghe, and Liselot Hudders. 2018. “The Development and Testing of a ‘child-Proof’ Advertising Disclosure to Disclose Embedded Advertising to Children.” In 68th Annual ICA Conference, Abstracts.
Chicago author-date (all authors)
De Jans, Steffi, Ini Vanwesenbeeck, Veroline Cauberghe, and Liselot Hudders. 2018. “The Development and Testing of a ‘child-Proof’ Advertising Disclosure to Disclose Embedded Advertising to Children.” In 68th Annual ICA Conference, Abstracts.
Vancouver
1.
De Jans S, Vanwesenbeeck I, Cauberghe V, Hudders L. The development and testing of a “child-proof” advertising disclosure to disclose embedded advertising to children. In: 68th Annual ICA Conference, Abstracts. 2018.
IEEE
[1]
S. De Jans, I. Vanwesenbeeck, V. Cauberghe, and L. Hudders, “The development and testing of a ‘child-proof’ advertising disclosure to disclose embedded advertising to children,” in 68th Annual ICA Conference, Abstracts, Prague, Czech Republic, 2018.
@inproceedings{8693089,
  abstract     = {{This paper aims to develop and test a new advertising disclosure that is understandable for children and which discloses different types of embedded advertising. First, co-creation workshops with 24 children (8-11 years) were held to come to a selection of disclosure designs. Second, two eye-tracking studies among 32 children (6-12 years) were conducted to test which of these disclosure designs attracted the most attention. This lead to the selection of the final disclosure: a black rectangular disclosure with yellow letters ‘Reclame!’ (i.e., Dutch for ‘advertising’). Finally, a two (existing versus new advertising disclosure) by two (brand placement versus online banners) between-subjects experimental study with 157 children (10-11 years) was performed to test the effectiveness of the new disclosure. This study showed that children recognized, understood and liked the newly developed disclosure better than the existing ones, they were also better able to recognize advertising after exposure to this new disclosure.}},
  author       = {{De Jans, Steffi and Vanwesenbeeck, Ini and Cauberghe, Veroline and Hudders, Liselot}},
  booktitle    = {{68th Annual ICA Conference, Abstracts}},
  language     = {{eng}},
  location     = {{Prague, Czech Republic}},
  title        = {{The development and testing of a 'child-proof' advertising disclosure to disclose embedded advertising to children}},
  url          = {{https://convention2.allacademic.com/one/ica/ica18/index.php?cmd=Online+Program+View+Paper&selected_paper_id=1360143&PHPSESSID=18e260285nqps57kd8g40ut23f}},
  year         = {{2018}},
}