Title
Online reclamewijsheid bij kinderen : herkennen en begrijpen van reclamebanners en de rol van need for cognition en reclamewijsheidslessen Online reclamewijsheid bij kinderen : herkennen en begrijpen van reclamebanners en de rol van need for cognition en reclamewijsheidslessen
Author
Faculty/Department
Faculty of Social Sciences. Communication Sciences
Faculty of Social Sciences. Sociology
Publication type
article
Publication
Houten ,
Subject
Mass communications
Source (journal)
Tijdschrift voor communicatiewetenschap. - Houten
Volume/pages
44(2016) :1 , p. 24-45
ISSN
1384-6930
ISI
000374722400003
Carrier
E
Target language
Dutch (dut)
Affiliation
University of Antwerp
Abstract
The aim of this study is to examine the online advertising literacy of children (10-12 years). By means of a survey administered to a total of 224 children, we investigate to what extent children are able to recognize a banner ad on a website and understand its persuasive, informational and selling intent. The banners are manipulated on two characteristics: congruence and complexity. Furthermore, the role of need for cognition and advertising literacy classes are examined. Our findings suggest that banners high in congruence and complexity are less easily recognized, compared to banners low in congruence and complexity. So, when it comes to recognition, the ad characteristics are important. As for understanding the commercial intent of advertising, not the ad characteristics but the personality trait need for cognition seems to be meaningful. Finally, advertising literacy classes are found to encourage both the level of recognition and understanding of banners among children.
Full text (open access)
https://repository.uantwerpen.be/docman/irua/f34b2d/132114.pdf
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