Children's advertising literacy for new advertising formats: the mediating impact of advertising literacy on the (un)intended effects of advergames and advertising funded programs
To be able to stand out in today's crowded advertising environment and to reach children more effectively, advertisers are adopting new advertising venues, such as advergames, product placements, branded websites, or mobile applications (Calvert, 2008; Moore, 2004) Three important characteristics of these new advertising formats are a longer exposure time to commercial content, the integration of commercial content into the media content and the interactive engagement of the user with the commercial content (Rozendaal et al. 2012) In the current paper, we will investigate children's advertising literacy level, purchase requests and materialism level after exposure to either an advertiser funded program (AFP, defined as a program produced by an advertiser) or an advergame (defined as a simple game specially designed by an advertiser)