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- W2577774650 abstract "In the first decade of the newmillennium, children and adolescents’ commercial media environmenthas changed dramatically. Advertisers have rapidly adopted new advertising techniques includingbranded websites, brand placement in video games, and viral marketing in social media (Buijzenet al., 2010; Calvert, 2008). Those new practices are fundamentally different from traditionaladvertising. Notably, non-traditional advertising practices typically rely on affect-basedmechanisms and are often embedded within program or editorial content (Calvert, 2008; Wrightet al., 2005), which may have important consequences for young people’s understanding andprocessing of advertising.Importantly, the affect-based and integrated commercial media environment poses newchallenges for young people’s advertising literacy (currently conceptualized as advertising-relatedknowledge and understanding). For example, when a commercial message is embedded withinan “advergame” – an advertiser-sponsored online game – children may be less ready to processthe message critically, and to resist its persuasive appeal (Owen et al., 2013). In this chapter, wereview the state of the art of the international research literature on young people and persuasion,focusing specifically on today’s commercial media environment. We focus on three importantthemes: (1) persuasion processes, (2) persuasion and resistance, and (3) advertising literacy." @default.
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- W2577774650 date "2013-07-18" @default.
- W2577774650 modified "2023-09-27" @default.
- W2577774650 title "Media, advertising, and consumerism: children and adolescents in a commercialized media environment" @default.
- W2577774650 cites W2148443380 @default.
- W2577774650 doi "https://doi.org/10.4324/9780203366981-48" @default.
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