Soontae An|Hyun Seung Jin|Eun Hae Park
Children's Advertising Literacy for Advergames: Perception of the Game as Advertising
Ewha Womans University|University of Missouri–Kansas City|Kyung Hee University|University of Missouri
abstract study examined whether children recognized advergames type advertising efficacy advertising literacy program results indicated without advertising literacy education threequarters children recognize advergames type advertising however advertising literacy education showed significantly enhanced understanding also series mediation tests showed recognition advertising indirectonly mediator advertising literacy skeptical attitudes toward advertising viewed advergame type advertising demonstrated skeptical attitudes toward acknowledgments soontae phd associate vice president international affairs associate professor advertising division media studies ewha womans university hyun seung jin phd associate professor marketing university missourikansas city international scholar college politics economics kyung hee university seoul korea eun hae park phd candidate school journalism university missouri columbia