Brand prominence in advergames: effects on children’s explicit and implicit memory

Authors
Publication date 2012
Host editors
  • M. Eisend
  • T. Langner
  • S. Okazaki
Book title Advances in Advertising Research (Vol. III)
Book subtitle Current Insights and Future Trends
ISBN
  • 9783834942906
ISBN (electronic)
  • 9783834942913
Series European Advertising Academy
Event 10th International Conference on Research in Advertising (ICORIA)
Pages (from-to) 321-329
Publisher Wiesbaden: Springer Gabler
Organisations
  • Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
Abstract Increasingly, advertisers use techniques that integrate persuasive messages into editorial content, resulting in blurred boundaries between advertising, entertainment, and information (Raney et al., 2003). Many of these techniques aim to reach children: Advergames, branded websites, and brand placements have invaded media targeted toward children (Calvert, 2008; Moore, 2004).
Document type Conference contribution
Language English
Published at https://doi.org/10.1007/978-3-8349-4291-3_24
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