Publication
How can commercial media literacy change the influence of product placement on children
| Summary: | Purpose - The goal of this research is to analyze how the introduction of commercial media literacy programs can reduce the influence of product placement on children by giving them tools to easily identify it and understand its persuasive intent. Methodology - An experimental design with 147 children was performed, in order to compare if children that had a class about product placement were less influenced by it and could better identify its presence and understand its purpose. Findings - Results suggest that commercial media literacy is indeed effective mitigating some effects of product placement on children, since it contributed to decrease children’s preference for the placed brand. Moreover, it increased their understanding of the advertisements’ persuasive intent and product placement awareness on TV shows. Research Limitations – Further research should include children from other countries and ages. The medium and long-term effects should be analyzed as well. Besides, a longer intervention could be performed. Value – Previous research had already found that product placement is very effective in influencing children’s consumer behaviors due to their vulnerability. Nonetheless, this is the first study that seeks to solve this problem and overcomes the existing literature gap concerning the effectiveness of commercial media literacy on mitigating the effect of this subtle type of advertisement. |
|---|---|
| Main Authors: | Reis, Maria Cláudia Caldeira |
| Subject: | Product Placement Children Influence Commercial Media Literacy |
| Year: | 2013 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | open access |
| Associated institution: | Universidade Nova de Lisboa |
| Language: | English |
| Origin: | Repositório Institucional da UNL |
| _version_ | 1868982477603733504 |
|---|---|
| author | Reis, Maria Cláudia Caldeira |
| author_facet | Reis, Maria Cláudia Caldeira |
| author_role | author |
| contributor_name_str_mv | Agante, Luísa RUN |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Reis, Maria Cláudia Caldeira\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Agante, Luísa RUN |
| datacite.creators.creator.creatorName.fl_str_mv | Reis, Maria Cláudia Caldeira |
| datacite.date.Accepted.fl_str_mv | 2013-01-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2016-05-25T12:18:10Z |
| datacite.date.embargoed.fl_str_mv | 2016-05-25T12:18:10Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Product Placement Children Influence Commercial Media Literacy |
| datacite.titles.title.fl_str_mv | How can commercial media literacy change the influence of product placement on children |
| dc.contributor.none.fl_str_mv | Agante, Luísa RUN |
| dc.creator.none.fl_str_mv | Reis, Maria Cláudia Caldeira |
| dc.date.Accepted.fl_str_mv | 2013-01-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2016-05-25T12:18:10Z |
| dc.date.embargoed.fl_str_mv | 2016-05-25T12:18:10Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10362/17564 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.cclincense.fl_str_mv | http://creativecommons.org/licenses/by/4.0/ |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Product Placement Children Influence Commercial Media Literacy |
| dc.title.fl_str_mv | How can commercial media literacy change the influence of product placement on children |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_bdcc |
| description | Purpose - The goal of this research is to analyze how the introduction of commercial media literacy programs can reduce the influence of product placement on children by giving them tools to easily identify it and understand its persuasive intent. Methodology - An experimental design with 147 children was performed, in order to compare if children that had a class about product placement were less influenced by it and could better identify its presence and understand its purpose. Findings - Results suggest that commercial media literacy is indeed effective mitigating some effects of product placement on children, since it contributed to decrease children’s preference for the placed brand. Moreover, it increased their understanding of the advertisements’ persuasive intent and product placement awareness on TV shows. Research Limitations – Further research should include children from other countries and ages. The medium and long-term effects should be analyzed as well. Besides, a longer intervention could be performed. Value – Previous research had already found that product placement is very effective in influencing children’s consumer behaviors due to their vulnerability. Nonetheless, this is the first study that seeks to solve this problem and overcomes the existing literature gap concerning the effectiveness of commercial media literacy on mitigating the effect of this subtle type of advertisement. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | masterThesis |
| fulltext.url.fl_str_mv | https://run.unl.pt/bitstreams/66e4203e-006a-4789-b173-9fda716b8b94/download |
| id | run_fa38b54fb0ce46dfdcd1860ffe70b630 |
| identifier.url.fl_str_mv | http://hdl.handle.net/10362/17564 |
| inst_facet_str | urn:organizationAcronym:unl{{{_:::_}}}Universidade Nova de Lisboa |
| instacron_str | unl |
| institution | Universidade Nova de Lisboa |
| instname_str | Universidade Nova de Lisboa |
| language | eng |
| network_acronym_str | run |
| network_name_str | Repositório Institucional da UNL |
| oai_identifier_str | oai:run.unl.pt:10362/17564 |
| organization_str_mv | urn:organizationAcronym:unl |
| person_str_mv | Reis, Maria Cláudia Caldeira |
| publishDate | 2013 |
| repo_facet_str | urn:repositoryAcronym:run{{{_:::_}}}Repositório Institucional da UNL |
| reponame_str | Repositório Institucional da UNL |
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| spelling | engpt_PTPurpose - The goal of this research is to analyze how the introduction of commercial media literacy programs can reduce the influence of product placement on children by giving them tools to easily identify it and understand its persuasive intent. Methodology - An experimental design with 147 children was performed, in order to compare if children that had a class about product placement were less influenced by it and could better identify its presence and understand its purpose. Findings - Results suggest that commercial media literacy is indeed effective mitigating some effects of product placement on children, since it contributed to decrease children’s preference for the placed brand. Moreover, it increased their understanding of the advertisements’ persuasive intent and product placement awareness on TV shows. Research Limitations – Further research should include children from other countries and ages. The medium and long-term effects should be analyzed as well. Besides, a longer intervention could be performed. Value – Previous research had already found that product placement is very effective in influencing children’s consumer behaviors due to their vulnerability. Nonetheless, this is the first study that seeks to solve this problem and overcomes the existing literature gap concerning the effectiveness of commercial media literacy on mitigating the effect of this subtle type of advertisement.application/pdfpt_PTHow can commercial media literacy change the influence of product placement on childrenReis, Maria Cláudia CaldeiraAgante, LuísaHostingInstitutionOrganizationalRUNe-mailmailto:run@unl.ptrun@unl.pt2016-05-25T12:18:10Z2013-012013-012013-01-01T00:00:00ZHandlehttp://hdl.handle.net/10362/17564http://purl.org/coar/access_right/c_abf2open accessProduct PlacementChildrenInfluenceCommercial Media Literacy603880 bytesliteraturehttp://purl.org/coar/resource_type/c_bdccmaster thesis2013-01http://creativecommons.org/licenses/by/4.0/http://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://run.unl.pt/bitstreams/66e4203e-006a-4789-b173-9fda716b8b94/download |
| spellingShingle | How can commercial media literacy change the influence of product placement on children Reis, Maria Cláudia Caldeira Product Placement Children Influence Commercial Media Literacy |
| status | SINGLETON |
| subject.fl_str_mv | Product Placement Children Influence Commercial Media Literacy |
| title | How can commercial media literacy change the influence of product placement on children |
| title_full | How can commercial media literacy change the influence of product placement on children |
| title_fullStr | How can commercial media literacy change the influence of product placement on children |
| title_full_unstemmed | How can commercial media literacy change the influence of product placement on children |
| title_short | How can commercial media literacy change the influence of product placement on children |
| title_sort | How can commercial media literacy change the influence of product placement on children |
| topic | Product Placement Children Influence Commercial Media Literacy |
| topic_facet | Product Placement Children Influence Commercial Media Literacy |
| url | http://hdl.handle.net/10362/17564 |
| visible | 1 |