Children’s Exposure to and Perceptions of Online Advertising
(2011) In International Journal of Communication 5. p.21-50- Abstract
- Abstract in Undetermined
The popularity of the Internet and marketers' increased investments in Internet advertising have raised some questions concerning a marketer's power to influence children and young people's consumption through new media technology. This article, based on a recent explorative study of 15-year-old Swedish teenagers, aims to discuss their exposure-potential, actual, and perceived-to online advertising. Eye movements of these teenagers were measured while surfing the Internet for 15 minutes. The results suggest that teenagers are exposed to 10% of all the potential advertisements, but they are mainly unaware of this actual exposure. Food advertisements had the highest impact in this study. Our research also... (More) - Abstract in Undetermined
The popularity of the Internet and marketers' increased investments in Internet advertising have raised some questions concerning a marketer's power to influence children and young people's consumption through new media technology. This article, based on a recent explorative study of 15-year-old Swedish teenagers, aims to discuss their exposure-potential, actual, and perceived-to online advertising. Eye movements of these teenagers were measured while surfing the Internet for 15 minutes. The results suggest that teenagers are exposed to 10% of all the potential advertisements, but they are mainly unaware of this actual exposure. Food advertisements had the highest impact in this study. Our research also indicates substantial gender differences in actual exposure to advertising. Boys are exposed between 30% and 60% more to advertisements in some categories (gambling, ad links, lifestyle, and recreation) than girls. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/1731494
- author
- Sandberg, Helena LU ; Gidlöf, Kerstin LU and Holmberg, Nils LU
- organization
- publishing date
- 2011
- type
- Contribution to journal
- publication status
- published
- subject
- in
- International Journal of Communication
- volume
- 5
- pages
- 21 - 50
- publisher
- USC Annenberg Press
- external identifiers
-
- wos:000299221300002
- ISSN
- 1932-8036
- language
- English
- LU publication?
- yes
- id
- 7a4022d7-97bf-4246-b5a9-d72afd9820e5 (old id 1731494)
- alternative location
- http://ijoc.org/ojs/index.php/ijoc/article/view/716/502
- date added to LUP
- 2016-04-01 13:55:46
- date last changed
- 2021-03-22 14:12:12
@article{7a4022d7-97bf-4246-b5a9-d72afd9820e5, abstract = {{Abstract in Undetermined<br/>The popularity of the Internet and marketers' increased investments in Internet advertising have raised some questions concerning a marketer's power to influence children and young people's consumption through new media technology. This article, based on a recent explorative study of 15-year-old Swedish teenagers, aims to discuss their exposure-potential, actual, and perceived-to online advertising. Eye movements of these teenagers were measured while surfing the Internet for 15 minutes. The results suggest that teenagers are exposed to 10% of all the potential advertisements, but they are mainly unaware of this actual exposure. Food advertisements had the highest impact in this study. Our research also indicates substantial gender differences in actual exposure to advertising. Boys are exposed between 30% and 60% more to advertisements in some categories (gambling, ad links, lifestyle, and recreation) than girls.}}, author = {{Sandberg, Helena and Gidlöf, Kerstin and Holmberg, Nils}}, issn = {{1932-8036}}, language = {{eng}}, pages = {{21--50}}, publisher = {{USC Annenberg Press}}, series = {{International Journal of Communication}}, title = {{Children’s Exposure to and Perceptions of Online Advertising}}, url = {{http://ijoc.org/ojs/index.php/ijoc/article/view/716/502}}, volume = {{5}}, year = {{2011}}, }