Is Children's Understanding of Nontraditional Advertising Comparable to Their Understanding of Television Advertising?

  title={Is Children's Understanding of Nontraditional Advertising Comparable to Their Understanding of Television Advertising?},
  author={Laura H. Owen and Charlie N Lewis and Susan Auty and Moniek Buijzen},
  journal={Journal of Public Policy \& Marketing},
  pages={195 - 206}
The dramatic changes in children's commercial environment call for an updated evaluation of children's grasp of advertising. The aim of this study is to compare children's understanding of television advertising with nontraditional advertising (i.e., movie and in-game brand placement, product licensing, program sponsorship, and advergames). The authors interviewed 134 children from second-grade (ages 6–7) and fifth-grade (ages 9–10) classes in the United Kingdom about the nature and intent of… Expand

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