Online reclamewijsheid bij kinderen: Herkennen en begrijpen van reclamebanners en de rol van need for cognition en reclamewijsheidslessen

Translated title of the contribution: Children’s advertising literacy: Recognition and understanding of banners and the role of need for cognition and advertising literacy classes

Brahim Zarouali, Michel Walrave, Karolien Poels, Koen Ponnet, Ini Vanwesenbeeck

Research output: Contribution to journalArticleScientificpeer-review

5 Citations (Scopus)
24 Downloads (Pure)

Abstract

The aim of this study is to examine the online advertising literacy of children (10-12 years). By means of a survey administered to a total of 224 children, we investigate to what extent children are able to recognize a banner ad on a website and understand its persuasive, informational and selling intent. The banners are manipulated on two characteristics: congruence and complexity. Furthermore, the role of need for cognition and advertising literacy classes are examined. Our findings suggest that banners high in congruence and complexity are less easily recognized, compared to banners low in congruence and complexity. So, when it comes to recognition, the ad characteristics are important. As for understanding the commercial intent of advertising, not the ad characteristics but the personality trait need for cognition seems to be meaningful. Finally, advertising literacy classes are found to encourage both the level of recognition and understanding of banners among children.

Translated title of the contributionChildren’s advertising literacy: Recognition and understanding of banners and the role of need for cognition and advertising literacy classes
Original languageDutch
Pages (from-to)24-45
Number of pages22
JournalTijdschrift voor Communicatiewetenschap
Volume44
Issue number1
DOIs
Publication statusPublished - 2016
Externally publishedYes

Keywords

  • Advertising literacy
  • Advertising literacy classes
  • Bannere
  • Children
  • Need for cognition

Fingerprint

Dive into the research topics of 'Children’s advertising literacy: Recognition and understanding of banners and the role of need for cognition and advertising literacy classes'. Together they form a unique fingerprint.

Cite this