Slide

Rozendaal, Buijzen, and Valkenburg receive Best Paper Award from the International Journal of Advertising

August 2012. Esther Rozendaal, Moniek Buijzen and Patti Valkenburg have received the Best Paper 2011 Award of the International Journal of Advertising for their paper entitled "Children's understanding of advertisers' persuasive tactics".

Children's understanding of advertisers' persuasive tactics

The aim of this study was to investigate children's understanding of six popular tactics used by advertisers to elicit certain advertising effects, including ad repetition, product demonstration, peer popularity appeal, humor, celebrity endorsement, and premiums. We first asked 34 advertisers of child products to indicate what kind of effects (e.g., ad or product recall, learning, and liking) they intend to elicit by using each of the six tactics. Subsequently, in a survey among 209 children (aged 8-12) and 96 adults (>18), we investigated the extent to which children understood advertisers' intended effects of these tactics and how this compared to an adult benchmark. Results showed that children's understanding of advertisers' tactics increased progressively between the ages of 8 and 12, showing a significant increase around age 10. The age at which children reach an adult level of understanding differed by tactic. For example, the use of celebrity endorsement was generally understood at an earlier age than other tactics, whereas product demonstration was understood at a later age.

Read full article

Related Articles

News Archive

etmal
Feb 13, 2024

ETMAAL 2024!

ETMAAL 2024 has just wrapped up, featuring an extensive array of research from the Youth and Media Entertainment program, highlighting…
Saurabh
Feb 06, 2024

Message from Saurabh Khanna:

Hello everyone! I am a new Assistant Professor at ASCoR YME working on methods to quantify the diversity of information on the internet. I…
PhotoWeiqi
Nov 13, 2023

Message from Weiqi

Hello, @Youth and Media Entertainment! I am Weiqi Tian, I’m a new PhD student for the RPA Youth Digitality initiative. My research focuses…
Oct 10, 2023

Message from Frank Schneider:

"I started working as an Assistant Professor @Youth and Media Entertainment this October. I study the relationship between entertainment…
Congratulations Photo 1
Feb 03, 2017

Congratulations CcaM’ers!

May12017 Each year, communication scholars worldwide gather at the annual meeting of the International Communication Association (ICA) to…
robot aid in therapy
Jan 22, 2017

New PhD Student Joins CcaM

Jan12017 Starting January 2017, Caroline van Straten, a graduate of the Research Master program Artificial Intelligence at Utrecht…

uva university of amsterdam ascor