Children's advertising literacy for advergames: Perception of the game as advertising

Soontae An, Hyun Seung Jin, Eun Hae Park

Research output: Contribution to journalArticlepeer-review

74 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)63-72
Number of pages10
JournalJournal of Advertising
Volume43
Issue number1
DOIs
StatePublished - 1 Jan 2014

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