Children's advertising literacy: recognition and understanding of banners and the role of need for cognition and advertising literacy classes KU Leuven Universiteit Antwerpen Universiteit Gent
© 2016, Uitgeverij Boom. All rights reserved. The aim of this study is to examine the online advertising literacy of children (10-12 years). By means of a survey administered to a total of 224 children, we investigate to what extent children are able to recognize a banner ad on a website and understand its persuasive, informational and selling intent. The banners are manipulated on two characteristics: congruence and complexity. Furthermore, the ...