Kerstin Gidlöf
Forskningshandläggare
Children’s Exposure to and Perceptions of Online Advertising
Författare
Summary, in English
Abstract in Undetermined
The popularity of the Internet and marketers' increased investments in Internet advertising have raised some questions concerning a marketer's power to influence children and young people's consumption through new media technology. This article, based on a recent explorative study of 15-year-old Swedish teenagers, aims to discuss their exposure-potential, actual, and perceived-to online advertising. Eye movements of these teenagers were measured while surfing the Internet for 15 minutes. The results suggest that teenagers are exposed to 10% of all the potential advertisements, but they are mainly unaware of this actual exposure. Food advertisements had the highest impact in this study. Our research also indicates substantial gender differences in actual exposure to advertising. Boys are exposed between 30% and 60% more to advertisements in some categories (gambling, ad links, lifestyle, and recreation) than girls.
The popularity of the Internet and marketers' increased investments in Internet advertising have raised some questions concerning a marketer's power to influence children and young people's consumption through new media technology. This article, based on a recent explorative study of 15-year-old Swedish teenagers, aims to discuss their exposure-potential, actual, and perceived-to online advertising. Eye movements of these teenagers were measured while surfing the Internet for 15 minutes. The results suggest that teenagers are exposed to 10% of all the potential advertisements, but they are mainly unaware of this actual exposure. Food advertisements had the highest impact in this study. Our research also indicates substantial gender differences in actual exposure to advertising. Boys are exposed between 30% and 60% more to advertisements in some categories (gambling, ad links, lifestyle, and recreation) than girls.
Avdelning/ar
- Medie- och kommunikationsvetenskap
- Humanistlaboratoriet
- Kognitionsvetenskap
Publiceringsår
2011
Språk
Engelska
Sidor
21-50
Publikation/Tidskrift/Serie
International Journal of Communication
Volym
5
Länkar
Dokumenttyp
Artikel i tidskrift
Förlag
USC Annenberg Press
Ämne
- Human Aspects of ICT
Aktiv
Published
ISBN/ISSN/Övrigt
- ISSN: 1932-8036