In spite of the EU's prohibition on brand placement in children's programmes, it is argued that children may still be exposed to this advertising format in many occasions. Consequently, and as children may have even more difficulties than adults to distinguish the commercial content from the editorial media content in which it is embedded, an advertising disclosure may be necessary to enable them to cope with brand placement. Entailing two one-factorial between-subjects experiments, the current article examined how different types of brand placement warning cues influenced cognitive advertising literacy and the attitude toward the placed brand, among children between 8 and 10 years old.
In a first study, it was investigated how these outcomes were influenced by warning cues with different perceptual modalities (no vs. auditory vs. visual cue, N = 98). The results showed that a visual warning cue was more effective than an auditory warning cue (vs. no warning cue) in addressing cognitive advertising literacy. However, this higher cognitive advertising literacy could not account for the effect of the visual warning cue on brand attitude.
In a second study, it was examined whether the effectiveness of this visual warning cue was influenced by the timing of disclosure (cue prior to vs. during media containing brand placement, N = 142). Additionally, it was tested whether the effect of the cue on brand attitude could be explained by cognitive advertising literacy if children's sceptical attitude toward the brand placement format was taken into account. The results showed that cognitive advertising literacy was higher when the cue was shown prior to than during the media content. This cue-influenced cognitive advertising literacy resulted in a more positive brand attitude, but only among children who were less sceptical toward brand placement. This positive relation disappeared among moderately and highly sceptical children.
These findings have significant theoretical, practical and social implications. 相似文献
Children come into contact with food in different places and contexts, i.e. ‘foodscapes’. The aim of the paper was to study what knowledge children construct regarding food and meals in the foodscape at school and how they do so, focusing on the school meal context. Observations, interviews and focus group interviews were used. The children appropriated ideas and understandings from the adult world and society as a whole and used it among their peers in the school meal situation. This included the adoption of institutional commensality, the telling of stories about food, and the classification of foods in dichotomies. 相似文献
Although the Big Five Questionnaire for children (BFQ-C) (C. Barbaranelli et al., Manuale del BFQ-C. Big Five Questionnaire
Children, O.S. Organizazioni, Firenze, 1998) is an ordinal scale, its dimensionality has often been studied using factor analysis
with Pearson correlations. In contrast, the present study takes this ordinal metric into account and examines the dimensionality
of the scale using factor analysis based on a matrix of polychoric correlations. The sample comprised 852 subjects (40.90%
boys and 59.10% girls). As in previous studies the results obtained through exploratory factor analysis revealed a five-factor
structure (extraversion, agreeableness, conscientiousness, emotional instability and openness). However, the results of the
confirmatory factor analysis were consistent with both a four and five-factor structure, the former showing a slightly better
fit and adequate theoretical interpretation. These data confirm the need for further research as to whether the factor ‘Openness’
should be maintained as an independent factor (five-factor model), or whether it would be best to omit it and distribute its
items among the factors ‘Extraversion’ and ‘Conscientiousness’ (four-factor model). 相似文献
The aim of our study was to identify and problematise messages and value principles visible in children’s stories about team selection in sport. To achieve this, we adopted a discourse analysis approach. Semi-structured face-to-face interviews were conducted with 24 children aged 10–11 years who participated in four team sports in 12 different Swedish sports clubs. Based on the children’s stories, the findings reveal two discourses of team selection: one participation/inclusion-oriented and one performance/exclusion-oriented discourse in which four different forms of team selection work. The participation/inclusion-oriented discourse constructs sport as a fun game that involves all participating children. The performance/exclusion-oriented discourse shows that coaches select the best children in the team to obtain the best chance of winning games. Some of the coaches have given conflicting messages that align with both discourses, which are revealed by both the girls’ and the boys’ voices in varying degrees. The findings also demonstrate that children’s reasons for playing sport are in harmony with the participation/inclusive-oriented discourse. This discourse represents a child’s perspective, promoting every child’s right to participate under the same conditions. However, the selection procedure in both discourses exhibits strong classification, since coaches are the ones who possess the power to select. 相似文献
This paper is about children as subjects of social justice. It argues that economic welfare theory, utilitarianism, and other theories of justice based on utility theory assume rational individuals with stable preferences, and therefore cannot be applied to children. Libertarian justice treats children as possessions of the parents without rights of their own. A Rawlsian social contract, on the other hand, can be extended to include children. The main part of the paper consists of an attempt to sketch such an extension. It argues that justice to children is basic to Rawlsian justice, and that the Rawlsian case for equality is strengthened when children are taken into account. The principle of extensive liberty, when applied to children, must imply that children cannot properly be regarded as the possession of their parents. 相似文献
We present experimental evidence from a bilingual city in Northern Italy on whether the affiliation to a specific language group affects behavior in a prisoner׳s dilemma game and leads to discrimination. Running a framed field experiment with 828 six- to eleven-year old primary school children in the city of Meran, we find that cooperation generally increases with age, but that the gap between cooperation among in-group members and cooperation towards children speaking another language is considerable and develops with age. This gap is due to both in-group favoritism and language group discrimination. While the former is persistent across all age groups and both language groups and accounts for most of the discrimination observed, the latter only emerges in later years of primary school among children belonging to the German language group. 相似文献