A qualitative approach to unravel young children's advertising literacy for YouTube advertising: in-depth interviews with children and their parents
| Autor: | Femke Loose, Liselot Hudders, Steffi De Jans, Ini Vanwesenbeeck |
|---|---|
| Přispěvatelé: | Language, Communication and Cognition |
| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: |
Advertising literacy
MEDIATION Preschoolers PERCEPTIONS PERSUASION KNOWLEDGE Economics Econometrics and Finance (miscellaneous) Young children RECOGNITION Social Sciences Parental strategies CONSUMER SOCIALIZATION MODEL Kidfluencers FOOD Advertising processing MESSAGES COPE Life-span and Life-course Studies |
| Zdroj: | Young Consumers, 24(1), 74-94. Emerald Group Publishing Ltd. YOUNG CONSUMERS |
| ISSN: | 1758-7212 1747-3616 |
| Popis: | Purpose This study aims to examine young children’s (ages 4 to 7) knowledge and skills (i.e. their advertising literacy) for television (TV) commercials, YouTube pre-roll ads and influencer marketing. Furthermore, this study explores how parental perceptions and practices and children’s social abilities influence the development of their advertising literacy. Design/methodology/approach Semi-structured in-depth interviews were conducted with parents (N = 35) and their child(ren) (ages 4 to 7, N = 40). Findings Results revealed preschool children have advertising literacy skills for TV commercials and YouTube pre-roll ads, but not for influencer marketing. These skills are limited to advertising recognition based on perceptual cues and a simple understanding of selling intent. Children’s advertising skills evolved according to age but did not relate to social development. Furthermore, advertising literacy was related to parental media mediation: the more restrictive parents were regarding media use, the less advertising literacy their children appeared to have. No moral reflections regarding advertising were found among the preschool children. Originality/value This study fills significant gaps in the literature on young children and advertising. It conducts a qualitative investigation into young children’s knowledge of digital advertising formats (pre-roll ads and influencer marketing) and how they differ from traditional advertising (TV commercials). Furthermore, it takes both parental influences and social developmental variables into account. |
| Databáze: | OpenAIRE |
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