Samenvatting
Inleiding
Dit artikel heeft als doel na te gaan in welke mate Vlaamse jongeren conceptuele en attitudinale reclamewijsheid hebben ten aanzien van reclame in een sociaalnetwerkgame.
Methode
Aan 754 jongeren (10–14 jaar) werd een kort videofragment getoond uit sociaalnetwerkgame Habbo Hotel, waarin twee commerciële boodschappen verwerkt werden: een passieve reclamevorm (billboardreclame) en een actieve reclamevorm (productgebruik door de speler in de game). Vervolgens werd hen gevraagd een enquête in te vullen.
Resultaten en conclusie
Uit de resultaten blijkt dat de Vlaamse jongeren uit de steekproef laag scoren op het gebied van conceptuele reclamewijsheid, en een weinig uitgesproken houding bezitten ten aanzien van beide reclamevormen. Tot slot behandelt dit artikel de beperkingen van het onderzoek en aanbevelingen voor toekomstig onderzoek.
Abstract
Objective
This article aims to investigate to what extent Flemish youth possesses conceptual and attitudinal advertising literacy on social network games.
Method
754 young adolescents (10–14 years old) were asked to complete a survey. Prior to the survey, a short video clip of the social network game Habbo was shown. This clip included two commercial messages: a passive ad (billboard advertising) and an active ad (product usage).
Results and discussion
The results show that the Flemish youth in this sample study scores low in terms of conceptual advertising literacy. By contrast, the majority had a neutral or generally positive attitude towards both forms of advertising. Finally, limitations of the present study and recommendations for future research are discussed.
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Vanwesenbeeck, I., Walrave, M. & Ponnet, K. Reclamewijsheid van Vlaamse jongeren in een sociaalnetwerkgame: vergelijkende studie tussen billboardreclame en productgebruik. Kind Adolesc 37, 38–57 (2016). https://doi.org/10.1007/s12453-015-0105-0
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DOI: https://doi.org/10.1007/s12453-015-0105-0