Reclamewijsheid van Vlaamse jongeren in een sociaalnetwerkgame: vergelijkende studie tussen billboardreclame en productgebruik

Ini Vanwesenbeeck, Michel Walrave, Koen Ponnet

Research output: Contribution to journalArticleScientificpeer-review

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.
Original languageEnglish
Pages (from-to)38-57
Number of pages20
JournalKind en Adolescent
Volume37
Issue number1
DOIs
Publication statusPublished - Feb 2016

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