Pieter De Pauw|Liselot Hudders|Veroline Cauberghe
Disclosing brand placement to young children
Ghent University|Ghent University|Ghent University
spite eus prohibition brand placement childrens programs argued children may still exposed advertising format many occasionsconsequently children may even difficulties adults distinguish commercial content editorial media content embedded advertising disclosure may necessary enable cope brand placemententailing two onefactorial betweensubjects experiments current article examined different types brand placement warning cues influenced cognitive advertising literacy attitude toward placed brand among children 8 10 years oldin first study investigated outcomes influenced warning cues different perceptual modalities vs auditory vs visual cue n 98the results showed visual warning cue effective auditory warning cue vsno warning cue triggering cognitive advertising literacyhowever activated cognitive advertising literacy could account effect visual warning cue brand attitudein followup study examined whether effectiveness visual warning cue influenced timing disclosure cue prior vs media containing brand placement n 142additionally tested whether effect cue brand attitude could explained cognitive advertising literacy childrens sceptical attitude toward brand placement format taken accountthe results showed cognitive advertising literacy higher cue shown prior media contentthis cueactivated cognitive advertising literacy resulted positive brand attitude among children less sceptical toward brand placementthis positive relation disappeared among moderately highly sceptical childrenthese findings significant theoretical practical social implications