Mitigating the effects of advergames on children: Do advertising breaks work?

Soontae An, Susannah Stern

Research output: Contribution to journalArticlepeer-review

122 Scopus citations

Abstract

This study tested one currently used advertising break for an advergame to see whether its presence helped children recognize the promotional nature of the advergame and mitigated the effects of advertising within the game. With the Persuasion Knowledge Model (PKM) as the theoretical frame, the experiment required that 112 children, aged 8 to 11, play an advergame in which visual and/or audio formats of the ad break were present or absent. Results showed that none of the ad breaks helped children to clearly detect the commercial nature of the game. Also, the presence of the ad break was not linked to children's correct identification of the persuasive agent. The ad break did mitigate advertising effects on children, however, evidenced by decreased desire for and memory of the advertised product.

Original languageEnglish
Pages (from-to)43-56
Number of pages14
JournalJournal of Advertising
Volume40
Issue number1
DOIs
StatePublished - 1 Apr 2011

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