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Children’s Exposure to and Perceptions of Online Advertising

Sandberg, Helena LU ; Gidlöf, Kerstin LU and Holmberg, Nils LU (2011) In International Journal of Communication 5. p.21-50
Abstract (Swedish)
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... (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:
author
organization
publishing date
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
2011-01-02 22:45:57
date last changed
2016-04-15 23:43:08
@article{7a4022d7-97bf-4246-b5a9-d72afd9820e5,
  abstract     = {<b>Abstract in Undetermined</b><br/><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},
  volume       = {5},
  year         = {2011},
}