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Mitigating the effects of advergames on children: Do advertising breaks work?

Title
Mitigating the effects of advergames on children: Do advertising breaks work?
Authors
An S.Stern S.
Ewha Authors
안순태
SCOPUS Author ID
안순태scopus
Issue Date
2011
Journal Title
Journal of Advertising
ISSN
0091-3367JCR Link
Citation
vol. 40, no. 1, pp. 43 - 56
Indexed
SSCI; SCOPUS WOS scopus
Abstract
This study tested one currently used advertising break for an advergame to see whether its presence helped children recognize the promotional nature of the advergame and mitigated the effects of advertising within the game. With the Persuasion Knowledge Model (PKM) as the theoretical frame, the experiment required that 112 children, aged 8 to 11, play an advergame in which visual and/or audio formats of the ad break were present or absent. Results showed that none of the ad breaks helped children to clearly detect the commercial nature of the game. Also, the presence of the ad break was not linked to children's correct identification of the persuasive agent. The ad break did mitigate advertising effects on children, however, evidenced by decreased desire for and memory of the advertised product. © 2011 American Academy of Advertising. All rights reserved.
DOI
10.2753/JOA0091-3367400103
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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