PUBLICACIONES

Comparing Children's explicit and implicit understanding of advertising and placement on TV

ISI: Comparing Children's explicit and implicit understanding of advertising and placement on TV

ALEJANDRA FUENTES-GARCÍA., RODRIGO URIBE B.

2017 - International Journal of Advertising - Volume 36, Issue 6. Pp. 928 - 944

Abstract

Although product placement is a frequently used promotional tool in local and international productions, particularly in combination with advertising, its study has been almost neglected in Latin America. This paper examines the explicit (verbal) and implicit (cued) understanding of advertising and placement in a sample of 9-, 12- and 15-year-old children from Chile. The results showed a more sophisticated comprehension of advertising in comparison with product placement. They also revealed that age is positively correlated with a more sophisticated understanding of both placement and advertising. Finally, significant differences were observed when comparing the use of verbal and cued methods. The results are discussed in terms of prior literature and their practical implications.

Keywords

Advertising, product placement, children, understanding

¿Quieres seguir leyendo? [Accede a la publicación completa]

Profesor Pedro Leiva expuso en el Seminario SUSESO-ISTAS 21

El pasado 19 de abril, el Director del Observatorio de Gestión de Personas de la Facultad de Economía y Negocios de la Universidad de Chile, Profesor Pedro Leiva participó como...

Profesora Soledad Etchebarne participo en Seminario de Educación Financiera en Jóvenes Chilenos: Evidencia y Desafíos.

El pasado 14 de marzo de 2018, se llevo a cabo en el auditorio del Banco Central el Seminario de “Educación Financiera en Jóvenes Chilenos: Evidencia y Desafíos”. E...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.