Children's Advertising Literacy for Advergames : Perception of the Game as Advertising
- 등재 SSCI, SCOPUS
- 발행기관 M E SHARPE INC
- 발행년도 2014
- 총서유형 Journal
- URI http://www.dcollection.net/handler/ewha/000000086502
- 본문언어 영어
- Published As http://dx.doi.org/10.1080/00913367.2013.795123
초록/요약
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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