Children's advertising literacy for advergames: perception of the game as advertising

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Date: January-March 2014
From: Journal of Advertising(Vol. 43, Issue 1)
Publisher: Taylor & Francis Group LLC
Document Type: Article
Length: 7,439 words
Lexile Measure: 1370L

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Abstract :

This study examined whether children recognized advergames as a type of advertising and the efficacy of an advertising literacy program. Results indicated that without the advertising literacy education, about three-quarters of the children did not recognize advergames as a type of advertising. However, those with advertising literacy education showed a significantly enhanced understanding. Also, a series of mediation tests showed that recognition of advertising was an indirect-only mediator between the advertising literacy and skeptical attitudes toward advertising. Only those who viewed the advergame as a type of advertising demonstrated more skeptical attitudes toward it.

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Gale Document Number: GALE|A360679078