A qualitative approach to unravel young children’s advertising literacy for YouTube advertising: in-depth interviews with children and their parents

IF 3.5 Q2 BUSINESS
Femke Loose, L. Hudders, Steffi De Jans, I. Vanwesenbeeck
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Abstract

Purpose This study aims to examine young children’s (ages 4 to 7) knowledge and skills (i.e. their advertising literacy) for television (TV) commercials, YouTube pre-roll ads and influencer marketing. Furthermore, this study explores how parental perceptions and practices and children’s social abilities influence the development of their advertising literacy. Design/methodology/approach Semi-structured in-depth interviews were conducted with parents (N = 35) and their child(ren) (ages 4 to 7, N = 40). Findings Results revealed preschool children have advertising literacy skills for TV commercials and YouTube pre-roll ads, but not for influencer marketing. These skills are limited to advertising recognition based on perceptual cues and a simple understanding of selling intent. Children’s advertising skills evolved according to age but did not relate to social development. Furthermore, advertising literacy was related to parental media mediation: the more restrictive parents were regarding media use, the less advertising literacy their children appeared to have. No moral reflections regarding advertising were found among the preschool children. Originality/value This study fills significant gaps in the literature on young children and advertising. It conducts a qualitative investigation into young children’s knowledge of digital advertising formats (pre-roll ads and influencer marketing) and how they differ from traditional advertising (TV commercials). Furthermore, it takes both parental influences and social developmental variables into account.
一种定性的方法来揭示幼儿对YouTube广告的广告素养:对儿童及其父母的深度访谈
目的本研究旨在考察幼儿(4至7岁)在电视广告、YouTube卷前广告和网红营销方面的知识和技能(即他们的广告素养)。此外,本研究还探讨了父母的认知和实践以及儿童的社会能力如何影响其广告素养的发展。设计/方法/方法对家长(N = 35)及其子女(N = 40)进行半结构化深度访谈。研究结果显示,学龄前儿童具备电视广告和YouTube插播广告的广告素养,但不具备网红营销的技能。这些技能仅限于基于感知线索和对销售意图的简单理解的广告识别。儿童的广告技巧随着年龄的增长而发展,但与社会发展无关。此外,广告素养与父母媒体调解有关:父母对媒体使用的限制越严格,他们的孩子的广告素养就越低。在学龄前儿童中没有发现关于广告的道德反思。独创性/价值本研究填补了关于幼儿和广告的文献中的重大空白。它对幼儿对数字广告形式(预卷广告和网红营销)的了解以及它们与传统广告(电视广告)的区别进行了定性调查。此外,它还考虑了父母的影响和社会发展的变量。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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