Advertising literacy training The immediate versus delayed effects on children's responses to product placement

De Jans Steffi; Hudders Liselot; Cauberghe Veroline

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Advertising literacy training The immediate versus delayed effects on children's responses to product placement

机译：广告素养培训对儿童对产品放置的反应的即时影响与延迟影响

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Purpose - This paper aims to examine the immediate and delayed effects of advertising literacy training on children's cognitive advertising literacy for an embedded advertising format, product placement and, subsequently, its persuasive effects. In addition, this study explored whether this effect is moderated by children's general advertising liking. The study also investigated whether the effects of training were dependent on children's ages.

机译：目的-本文旨在研究广告素养培训对于嵌入式广告格式，产品放置及其随后的说服力影响，对儿童认知广告素养的即时和延迟影响。此外，本研究探讨了这种影响是否通过儿童的一般广告喜好来缓解。该研究还调查了培训的效果是否取决于儿童的年龄。

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来源
《European journal of marketing》 |2017年第12期|2156-2174|共19页
作者
De Jans Steffi; Hudders Liselot; Cauberghe Veroline;
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作者单位

Univ Ghent, Dept Commun Sci, Ghent, Belgium;

Univ Ghent, Dept Commun Sci, Ghent, Belgium;

Univ Ghent, Dept Commun Sci, Ghent, Belgium;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Children; Advertising literacy training; Cognitive advertising literacy; Product placements; Purchase request;

机译：儿童;广告素养培训;认知广告素养;产品展示位置;购买要求;

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6. Nutritional Quality of Hidden Food and Beverage Advertising Directed to Children: Extent and Nature of Product Placement in Mexican Television Programs [O] . Ana Munguía-Serrano, Lizbeth Tolentino-Mayo, Florence L. Théodore, 2020

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7. Does advertising literacy mediate the effects of advertising on children? A critical examination of two linked research literatures in relation to obesity and food choice [O] . Livingstone Sonia, Helsper Ellen 2006

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Advertising literacy training The immediate versus delayed effects on children's responses to product placement

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