Abstract
Objective
This article aims to investigate to what extent Flemish youth possesses conceptual and attitudinal advertising literacy on social network games.
Method
754 young adolescents (10–14 years old) were asked to complete a survey. Prior to the survey, a short video clip of the social network game Habbo was shown. This clip included two commercial messages: a passive ad (billboard advertising) and an active ad (product usage).
Results and discussion
The results show that the Flemish youth in this sample study scores low in terms of conceptual advertising literacy. By contrast, the majority had a neutral or generally positive attitude towards both forms of advertising. Finally, limitations of the present study and recommendations for future research are discussed.
This article aims to investigate to what extent Flemish youth possesses conceptual and attitudinal advertising literacy on social network games.
Method
754 young adolescents (10–14 years old) were asked to complete a survey. Prior to the survey, a short video clip of the social network game Habbo was shown. This clip included two commercial messages: a passive ad (billboard advertising) and an active ad (product usage).
Results and discussion
The results show that the Flemish youth in this sample study scores low in terms of conceptual advertising literacy. By contrast, the majority had a neutral or generally positive attitude towards both forms of advertising. Finally, limitations of the present study and recommendations for future research are discussed.
| Original language | English |
|---|---|
| Pages (from-to) | 38-57 |
| Number of pages | 20 |
| Journal | Kind en Adolescent |
| Volume | 37 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - Feb 2016 |