Disclosing brand placement to young children

Publication Date: Monday 9 May 2016
Author(s): De Pauw, P.; Hudders, L. & Cauberghe, V.
Appeared in: 15th International Conference on Research in Advertising (ICORIA)

Abstract

As children may still be exposed to brand placement (despite the EU ban concerning children’s programs), it is examined how different types of disclosures may enable them to cope with this advertising format. The first study showed that a visual cue was more effective than an auditory cue in triggering cognitive advertising literacy. However, this cue-activated literacy did not influence brand attitude. The second study showed that advertising literacy was higher when the cue was shown prior to than during the sponsored media content. This cue-activated literacy increased brand attitude, but only among children with low scepticism toward brand placement.

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