Expert or naive level? Detection and confidence by children of the advertising they receive through their mobile devices. User Profiles
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Published
29-05-2020
Beatriz Feijoo Fernández
Charo Sádaba Chalezquer
Simón Bugueño Ipinza
http://orcid.org/0000-0001-5287-3813
Charo Sádaba Chalezquer
Simón Bugueño Ipinza
Abstract
This research focuses on analyzing children’s attitude towards advertising they perceive on the mobile in terms of detection, level of attention and trust, which are key variables in the ability to mediate with the ads persuasive effect. To this avail, 501 boys and girls aged 10 to 14 years and living in the Metropolitan Region of Santiago de Chile were surveyed. A cluster analysis revealed four user profiles: «distrustful detectors, «distrustful non-detectors», «confident non-detectors» and «best detectors». This research seeks to reflect on the importance of critical thinking development among children and to guide advertising literacy towards an attitudinal dimension which would seem to improve its effectiveness.
How to Cite
Feijoo Fernández, B., Sádaba Chalezquer, C., & Bugueño Ipinza, S. (2020). Expert or naive level? Detection and confidence by children of the advertising they receive through their mobile devices. User Profiles. ZER - Journal of Communication Studies, 25(48). https://doi.org/10.1387/zer.21520
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Keywords
minors, mobile phone, advertising, ad literacy.
References
Ali, M., y Blades, M. (2014). Do Very Young Children Understand Persuasive Intent in Advertisements? En M. Blades, C. Oates, F.
Blumberg, y B. Gunter (eds.), Advertising to children: New directions, new media (pp. 17- 37). Nueva York: Springer. doi:10.1057/9781137313256
An, S., Jin, H. S., y Park, E. H. (2014). Children's advertising literacy for advergames: Perception of the game as advertising. Journal of Advertising, 43(1), 63-72. doi: 10.1080/00913367.2013.795123
An, S. & Kang, H. (2014). Advertising or games? Advergames on the internet gaming sites targeting children. International Journal of Advertising, 33(3), 509-532. doi: 10.2501/IJA-33-3-509-532
Buijzen, M., van Reijmersdal, E. A., y Owen, L. H. (2010). Introducing the PCMC Model: An Investigative Framework for Young People's Processing of Commercialized Media Content. Communication Theory, 20(4), 427–50. doi: 10.1111/j.1468-2885.2010.01370.x
Cabello, P. & Claro, M. (2017). Presentación de datos preliminares. Encuesta Kids Online Chile. Kids Online Chile/ PUCV.
Chen, Y., Zhu, S., Xu, H., y Zhou, Y. (2013). Children's Exposure to Mobile In-App Advertising: An Analysis of Content Appropriateness. (SocialCom), 2013 International Conference on Social Computing, Alexandria, (pp.196-203). doi: 10.1109/SocialCom.2013.36
Chu, M. T., Blades, M., y Herbert, J. (2014). The development of children's scepticism about advertising. En M. Blades, C. Oates, F. Blumberg, y B. Gunter (eds.), Advertising to children: New directions, new media (pp. 38-49). Nueva York: Springer. doi:10.1057/9781137313256
Craig, D. & Duncan, S. (2017). Toy unboxing: Living in an Unregulated Material World. Ponencia presentada en International Communication Association Conference, San Diego, May 28th.
De Jans, S., Van de Sompel, D., Hudders, L., & Cauberghe, V. (2017). Advertising targeting young children: an overview of 10 years of research (2006–2016). International Journal of Advertising, 38(2), 1-34. doi: 10.1080/02650487.2017.1411056
Del Moral, M.E, Villalustre, L., y Neira, M.R. (2016). Estrategias publicitarias para jóvenes: advergaming, redes sociales y realidad aumentada. Revista Mediterránea de Comunicación, 7(1), 47-62. doi: 10.14198/MEDCOM2016.7.1.3
Diwanji, V. & Lee, J. (2017). Conquering the YouTube Content Battlefield: An Empirical Analysis of the Effects of Branded Advertising versus User-Generated Vlogs on the Viewers' Buying Intentions. Ponencia presentada International Communication Association Conference, San Diego, May 28th.
Duffett, R.G. (2015). The influence of Facebook advertising on cognitive attitudes amid Generation Y. Electronic Commerce Research, 15(2), 243- 267. doi: 10.1007/s10660-015-9177-4
Feijoo, B., y García, A. (2018). Influenciadores al servicio de las marcas. Análisis de la publicidad insertada en canales de youtubers seguidos por la Generación Z. En J.M Albalad Aiguabeya, L. Busto Salinas, y V. Muñiz Zúñiga (coords), Nuevos lenguajes de lo audiovisual (pp.163-172). Barcelona: Gedisa.
Feijoo, B., y García, A. (2019). Actitud del menor ante la publicidad que recibe a través de los dispositivos móviles. adComunica, 18, 199-218. doi: 10.6035/2174-0992.2019.18.10
Feijoo, B., y Pavez, I. (2019). Contenido audiovisual con intención publicitaria en vídeos infantiles en YouTube: el caso de la serie Soy Luna. Comunicación y Sociedad, 32(1), 313-332. doi: 10.15581/003.32.1.313-331
Hudders, L., De Pauw, P., Cauberghe, V., Panic, K., Zarouali, B., y Rozendaal, E. (2017). Shedding new light on how advertising literacy can affect children's processing of embedded advertising formats: a future research agenda. Journal of Advertising, 46(2), 333-349. doi: 10.1080/00913367.2016.1269303
IAB Spain (2019). Estudio anual de mobile & connected devices. Recuperado de https://iabspain.es/estudio/estudio-anual-de-mobile-connected-devices/
IMS, y Comscore (2017). IMS Mobile in Latam Study, 2nd Edition. Recuperado de https://www.imscorporate.com/news/Estudios-comScore/IMS-Mobile-Study-Septiembre2016.pdf
Jenkins, H. (2006). Convergence Culture. Where Old and New Media Collide. New York: New York University.
Koslow, S. (2000). Can the truth hurt? How honest and persuasive advertising can unintentionally lead to increased consumer scepticism. Journal of Consumer Affairs, 34, 245-267. doi: 10.1111/j.1745-6606.2000.tb00093.x
Mallinckrodt, V., y Mizerski, D. (2007). The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests. Journal of Advertising, 36(2), 87- 100. doi: 10.2753/JOA0091-3367360206
McNeal, J. U. (1992). Kids as Customers: A Handbook of Marketing to Children. Nueva York: Lexington Books.
Méndiz, A. (1998). El Product placement como estrategia de comunicación: orígenes y delimitación conceptual. En Comunicación sin fronteras, Actas de las XII Jornadas Internacionales de Comunicación (pp. 344-381). Pamplona: Universidad de Navarra.
Nelson, M., y Waiguny, M.. (2012). Psychological Processing of In-Game Advertising and Advergaming: Branded Entertainment or Entertaining Persuasion? En L. J. Shrum (ed.), Psychology of entertainment media: Blurring the lines between Entertainment and Persuasion (pp. 93-146). New York: Routledge.
Oates, C., Newman, N., y Tziortzi, A. (2014). Parent´s beliefs about, and attitudes towards, marketing to children. En M. Blades, C. Oates, F. Blumberg, y B. Gunter (eds.), Advertising to children: New directions, new media (pp. 115-136). Nueva York: Springer. doi:10.1057/9781137313256
Owen, L., Lewis, C., y Auty, S. (2014). Under the Radar: How Embedded Commercial Messages in TV and the New Media Influence Children Without their Conscious Awareness. En M. Blades, C. Oates, F. Blumberg, y B. Gunter (eds.), Advertising to children: New directions, new media (pp. 178-198). Nueva York: Springer. doi:10.1057/9781137313256
Rozendaal, E., Lapierre M. A., van Reijmersdal E. A., y Buijzen M. (2011). Reconsidering Advertising Literacy as a Defense Against Advertising Effects. Media Psychology, 14(3), 333- 54. doi: 10.1080/15213269.2011.620540
Rozendaal, E., Slot, N., van Reijmersdal, E. A., y Buijzen, M. (2013). Children's responses to advertising in social games. Journal of Advertising, 42(2-3), 142- 154. doi: 10.1080/00913367.2013.774588
Soengas, X., Vivar, H, y Abuín N. (2015). Del consumidor analógico al digital. Nuevas estrategias de publicidad y marketing para una sociedad hiperconectada. Telos: Revista de Pensamiento sobre Comunicación, Tecnología y Sociedad, 101, 1-13. Recuperado de
https://telos.fundaciontelefonica.com/archivo/numero101/nuevas-estrategias-de-publicidad-y-marketing-para-una-sociedad-hiperconectada/?output=pdf
Steffen, C., Mau, G., y Schramm-Klein, H. (2013). Who Is the Loser When I Lose the Game? Does Losing an Advergame Have a Negative Impact on the Perception of the Brand?. Journal of Advertising, 42(2-3), 183- 195. doi: 10.1080/00913367.2013.774598
Subtel. (2017). IX Encuesta de Acceso y Usos de Internet. Recuperado de https://www.subtel.gob.cl/wp-content/uploads/2018/07/Informe_Final_IX_Encuesta_Acceso_y_Usos_Internet_2017.pdf
Subtel. (2019). Estadísticas Sectoriales – Primer Semestre 2019. Recuperado de https://www.subtel.gob.cl/usuarios-de-internet-movil-consumen-10-gb-en-promedio-al-mes-y-numero-de-telefonos-moviles-sube-a-26-millones/
Terlutter, R., y Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95- 112. doi: 10.1080/00913367.2013.774610
Valvi, A. & West, D. (2015). Mobile Applications (Apps) in Advertising: A Grounded Theory of Effective Uses and Practices. En K. Kubacki (ed.), Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp.349- 352). Cham: Springer. doi: 10.1007/978-3-319-10951-0_132
Van Reijmersdal, E. A., Rozendaal, E., Smink, N., Van Noort, G., y Buijzen, M. (2017). Processes and effects of targeted online advertising among children. International Journal of Advertising, 36(3), 396- 414. doi: 10.1080/02650487.2016.1196904
Vanwesenbeeck, I., Walrave, M., y Ponnet, K. (2017). Children and advergames: the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in purchase intentions and changing attitudes. International Journal of Advertising, 36(4), 520- 541. doi: 10.1080/02650487.2016.1176637
Victoria, J. S. (1999): Hollywood y las marcas (Product Placement). Madrid: Newbook
Wang, B., Kim, S. & Malthouse, E. (2016). Branded apps and mobile platforms as new tools for advertising in the new advertising: branding, content, and consumer relationships. En R. Brown, V. Jones, Valerie, y B. Ming-Wang (eds.). Data-driven Social Media Era (pp. 1- 40). Santa Barbara, CA: Praeger.
Blumberg, y B. Gunter (eds.), Advertising to children: New directions, new media (pp. 17- 37). Nueva York: Springer. doi:10.1057/9781137313256
An, S., Jin, H. S., y Park, E. H. (2014). Children's advertising literacy for advergames: Perception of the game as advertising. Journal of Advertising, 43(1), 63-72. doi: 10.1080/00913367.2013.795123
An, S. & Kang, H. (2014). Advertising or games? Advergames on the internet gaming sites targeting children. International Journal of Advertising, 33(3), 509-532. doi: 10.2501/IJA-33-3-509-532
Buijzen, M., van Reijmersdal, E. A., y Owen, L. H. (2010). Introducing the PCMC Model: An Investigative Framework for Young People's Processing of Commercialized Media Content. Communication Theory, 20(4), 427–50. doi: 10.1111/j.1468-2885.2010.01370.x
Cabello, P. & Claro, M. (2017). Presentación de datos preliminares. Encuesta Kids Online Chile. Kids Online Chile/ PUCV.
Chen, Y., Zhu, S., Xu, H., y Zhou, Y. (2013). Children's Exposure to Mobile In-App Advertising: An Analysis of Content Appropriateness. (SocialCom), 2013 International Conference on Social Computing, Alexandria, (pp.196-203). doi: 10.1109/SocialCom.2013.36
Chu, M. T., Blades, M., y Herbert, J. (2014). The development of children's scepticism about advertising. En M. Blades, C. Oates, F. Blumberg, y B. Gunter (eds.), Advertising to children: New directions, new media (pp. 38-49). Nueva York: Springer. doi:10.1057/9781137313256
Craig, D. & Duncan, S. (2017). Toy unboxing: Living in an Unregulated Material World. Ponencia presentada en International Communication Association Conference, San Diego, May 28th.
De Jans, S., Van de Sompel, D., Hudders, L., & Cauberghe, V. (2017). Advertising targeting young children: an overview of 10 years of research (2006–2016). International Journal of Advertising, 38(2), 1-34. doi: 10.1080/02650487.2017.1411056
Del Moral, M.E, Villalustre, L., y Neira, M.R. (2016). Estrategias publicitarias para jóvenes: advergaming, redes sociales y realidad aumentada. Revista Mediterránea de Comunicación, 7(1), 47-62. doi: 10.14198/MEDCOM2016.7.1.3
Diwanji, V. & Lee, J. (2017). Conquering the YouTube Content Battlefield: An Empirical Analysis of the Effects of Branded Advertising versus User-Generated Vlogs on the Viewers' Buying Intentions. Ponencia presentada International Communication Association Conference, San Diego, May 28th.
Duffett, R.G. (2015). The influence of Facebook advertising on cognitive attitudes amid Generation Y. Electronic Commerce Research, 15(2), 243- 267. doi: 10.1007/s10660-015-9177-4
Feijoo, B., y García, A. (2018). Influenciadores al servicio de las marcas. Análisis de la publicidad insertada en canales de youtubers seguidos por la Generación Z. En J.M Albalad Aiguabeya, L. Busto Salinas, y V. Muñiz Zúñiga (coords), Nuevos lenguajes de lo audiovisual (pp.163-172). Barcelona: Gedisa.
Feijoo, B., y García, A. (2019). Actitud del menor ante la publicidad que recibe a través de los dispositivos móviles. adComunica, 18, 199-218. doi: 10.6035/2174-0992.2019.18.10
Feijoo, B., y Pavez, I. (2019). Contenido audiovisual con intención publicitaria en vídeos infantiles en YouTube: el caso de la serie Soy Luna. Comunicación y Sociedad, 32(1), 313-332. doi: 10.15581/003.32.1.313-331
Hudders, L., De Pauw, P., Cauberghe, V., Panic, K., Zarouali, B., y Rozendaal, E. (2017). Shedding new light on how advertising literacy can affect children's processing of embedded advertising formats: a future research agenda. Journal of Advertising, 46(2), 333-349. doi: 10.1080/00913367.2016.1269303
IAB Spain (2019). Estudio anual de mobile & connected devices. Recuperado de https://iabspain.es/estudio/estudio-anual-de-mobile-connected-devices/
IMS, y Comscore (2017). IMS Mobile in Latam Study, 2nd Edition. Recuperado de https://www.imscorporate.com/news/Estudios-comScore/IMS-Mobile-Study-Septiembre2016.pdf
Jenkins, H. (2006). Convergence Culture. Where Old and New Media Collide. New York: New York University.
Koslow, S. (2000). Can the truth hurt? How honest and persuasive advertising can unintentionally lead to increased consumer scepticism. Journal of Consumer Affairs, 34, 245-267. doi: 10.1111/j.1745-6606.2000.tb00093.x
Mallinckrodt, V., y Mizerski, D. (2007). The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests. Journal of Advertising, 36(2), 87- 100. doi: 10.2753/JOA0091-3367360206
McNeal, J. U. (1992). Kids as Customers: A Handbook of Marketing to Children. Nueva York: Lexington Books.
Méndiz, A. (1998). El Product placement como estrategia de comunicación: orígenes y delimitación conceptual. En Comunicación sin fronteras, Actas de las XII Jornadas Internacionales de Comunicación (pp. 344-381). Pamplona: Universidad de Navarra.
Nelson, M., y Waiguny, M.. (2012). Psychological Processing of In-Game Advertising and Advergaming: Branded Entertainment or Entertaining Persuasion? En L. J. Shrum (ed.), Psychology of entertainment media: Blurring the lines between Entertainment and Persuasion (pp. 93-146). New York: Routledge.
Oates, C., Newman, N., y Tziortzi, A. (2014). Parent´s beliefs about, and attitudes towards, marketing to children. En M. Blades, C. Oates, F. Blumberg, y B. Gunter (eds.), Advertising to children: New directions, new media (pp. 115-136). Nueva York: Springer. doi:10.1057/9781137313256
Owen, L., Lewis, C., y Auty, S. (2014). Under the Radar: How Embedded Commercial Messages in TV and the New Media Influence Children Without their Conscious Awareness. En M. Blades, C. Oates, F. Blumberg, y B. Gunter (eds.), Advertising to children: New directions, new media (pp. 178-198). Nueva York: Springer. doi:10.1057/9781137313256
Rozendaal, E., Lapierre M. A., van Reijmersdal E. A., y Buijzen M. (2011). Reconsidering Advertising Literacy as a Defense Against Advertising Effects. Media Psychology, 14(3), 333- 54. doi: 10.1080/15213269.2011.620540
Rozendaal, E., Slot, N., van Reijmersdal, E. A., y Buijzen, M. (2013). Children's responses to advertising in social games. Journal of Advertising, 42(2-3), 142- 154. doi: 10.1080/00913367.2013.774588
Soengas, X., Vivar, H, y Abuín N. (2015). Del consumidor analógico al digital. Nuevas estrategias de publicidad y marketing para una sociedad hiperconectada. Telos: Revista de Pensamiento sobre Comunicación, Tecnología y Sociedad, 101, 1-13. Recuperado de
https://telos.fundaciontelefonica.com/archivo/numero101/nuevas-estrategias-de-publicidad-y-marketing-para-una-sociedad-hiperconectada/?output=pdf
Steffen, C., Mau, G., y Schramm-Klein, H. (2013). Who Is the Loser When I Lose the Game? Does Losing an Advergame Have a Negative Impact on the Perception of the Brand?. Journal of Advertising, 42(2-3), 183- 195. doi: 10.1080/00913367.2013.774598
Subtel. (2017). IX Encuesta de Acceso y Usos de Internet. Recuperado de https://www.subtel.gob.cl/wp-content/uploads/2018/07/Informe_Final_IX_Encuesta_Acceso_y_Usos_Internet_2017.pdf
Subtel. (2019). Estadísticas Sectoriales – Primer Semestre 2019. Recuperado de https://www.subtel.gob.cl/usuarios-de-internet-movil-consumen-10-gb-en-promedio-al-mes-y-numero-de-telefonos-moviles-sube-a-26-millones/
Terlutter, R., y Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95- 112. doi: 10.1080/00913367.2013.774610
Valvi, A. & West, D. (2015). Mobile Applications (Apps) in Advertising: A Grounded Theory of Effective Uses and Practices. En K. Kubacki (ed.), Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp.349- 352). Cham: Springer. doi: 10.1007/978-3-319-10951-0_132
Van Reijmersdal, E. A., Rozendaal, E., Smink, N., Van Noort, G., y Buijzen, M. (2017). Processes and effects of targeted online advertising among children. International Journal of Advertising, 36(3), 396- 414. doi: 10.1080/02650487.2016.1196904
Vanwesenbeeck, I., Walrave, M., y Ponnet, K. (2017). Children and advergames: the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in purchase intentions and changing attitudes. International Journal of Advertising, 36(4), 520- 541. doi: 10.1080/02650487.2016.1176637
Victoria, J. S. (1999): Hollywood y las marcas (Product Placement). Madrid: Newbook
Wang, B., Kim, S. & Malthouse, E. (2016). Branded apps and mobile platforms as new tools for advertising in the new advertising: branding, content, and consumer relationships. En R. Brown, V. Jones, Valerie, y B. Ming-Wang (eds.). Data-driven Social Media Era (pp. 1- 40). Santa Barbara, CA: Praeger.
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