Commercial Media Literacy: What Does It Do, to Whom—and Does It Matter?

Eagle, Lynne

doi:10.2753/joa0091-3367360207

Cited by 64 publications

(26 citation statements)

References 60 publications

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“…An important reason for this concern is that children do not fully understand advertisers' tactics and their persuasive intentions (Bijmolt et al 1998). Researchers generally take a developmental psychological point of view, stating that children lack both cognitive and information processing skills to fully comprehend commercial messages, making them more susceptible to persuasive attempts (Eagle 2007;John 1999;Kunkel et al 2004). Commercial communication is not by definition deceptive, but children run a greater risk of being misled by marketing communications than do adults (Eagle 2007).…”

Section: Introductionmentioning

confidence: 99%

“…Researchers generally take a developmental psychological point of view, stating that children lack both cognitive and information processing skills to fully comprehend commercial messages, making them more susceptible to persuasive attempts (Eagle 2007;John 1999;Kunkel et al 2004). Commercial communication is not by definition deceptive, but children run a greater risk of being misled by marketing communications than do adults (Eagle 2007). In many countries, policy makers have issued regulations or directives to the advertising industry to protect children from the harmful consequences of high advertising exposure.…”

Section: Introductionmentioning

confidence: 99%

“…Children who possess a more advanced understanding of the persuasive intent of a commercial message are thought to process advertisements in a more critical way, for example by developing counter argumentation (Friestad & Wright 1994, 2005. This has led governmental and non-governmental organizations to join forces with the advertising industry to develop media and advertising literacy programmes to educate children on media usage and how to cope with persuasion in mass media (Eagle 2007). For example, in Canada, Concerned Children's Advertisers (CCA)…”

Section: Introductionmentioning

confidence: 99%

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Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge

et al. 2014

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Research on the impact of advertising on children has failed to keep pace with the rapidly changing media environment. Using an experimental approach, children's responses towards traditional (television advertisement) versus new, hybrid advertising techniques (trailer, advergame and their combination), and the moderating role of persuasion knowledge are investigated. Results show that children who played an advergame have more difficulty recalling the advertised brand than children who saw a traditional television advertisement. When confronted with integrated marketing communications (a trailer followed by an advergame), children without knowledge of persuasive intent developed a more positive brand attitude than children with persuasion knowledge. The implications of these results are discussed.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge

et al. 2014

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“…A s the line between entertainment and marketing communication gets increasingly blended or even erased (de Gregorio & Sung, 2010;Eagle, 2007;Steel, 2007;Winkler & Buckner, 2006), the notion of brand placement in an entertainment context receives considerable attention from scholars and practitioners alike. Although there are many definitions of the term, brand or product placement have often been used interchangeably and generally refer to the use of a product's name, packaging, signage, or other trademarks in media (Steortz, 1987).…”

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confidence: 99%

Consumer Response to Brand Placement in Movies: Investigating the Brand-Event Fit

Nagar

2016

Vikalpa: The Journal for Decision Makers

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Attitude towards the Brand includes research articles that focus on the analysis and resolution of managerial and academic issues based on analytical and empirical or case researchMovies offer the perfect media site for placement of brands as part of the emerging marketing strategy. Although attempts to analyse brand placements have been made in the past, the same needs more attention in the Indian context. Given the exposure of Indian audiences to both national and international entertainment industry, it is only reasonable to expect the entertainment event context to have an impact on consumers' evaluation of the brands placed in each context.The present research attempts to extend the applicability of the idea of fit, which was till now largely confined to sponsorship and subjects it to the exploration of finding a fit between brands and specific events, in particular, movies. Because the link between country of origin of the entertainment event (national/international) and brand, placement is a relevant area of speculation, the present research aims to study this relationship within the national/international context. Results of an experimental study among 120 respondents are as follows:• Brands placed in a national event will create more positive brand evaluations in terms of positive attitude towards the placed brand and intention to purchase than brands that are placed in an international event.• When the presence of a brand is consistent with the context in which it is placed, it would evoke more positive attitudes and behaviour than an incongruent placement.• Evaluation of results further reveals that although a brand that fits well with the context in which it is placed generates a positive evaluation of the placed brand, the condition of a brand-event misfit in a Hollywood context will create more negative evaluations among the Indian audiences than if such a disconnect appeared in a Hindi film. In other words, a brand may have more to lose in case of a misfit with the international entertainment event than with a national entertainment event.Based on the findings of the present study, it is suggested that multinational brands must look at the Indian movies as a suitable medium for reaching out to the prospective buyers as Indians have become consumers of global brands and thus pose to be a huge market for global brands.

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“…Media scholars, child advocates, and pediatricians alike are calling for expanding the definition of literacy to include reading, creating, and interpreting messages from many different types of sources (e.g., Eagle, 2007;Espejo & Miller, 2006;Thoman & Jolls, 2004;AAP, 1999AAP, , 2001). For example, if children learn about how and why media messages are created, they can be more sophisticated consumers of those messages, learning more from the positive aspects of media, and less from the negative ones.…”

Section: [Italics In Original])mentioning

confidence: 99%

Teaching Young Children to be Sophisticated Media Consumers

VanderBorght¹

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Commercial Media Literacy: What Does It Do, to Whom—and Does It Matter?

Cited by 64 publications

References 60 publications

Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge

Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge

Consumer Response to Brand Placement in Movies: Investigating the Brand-Event Fit

Teaching Young Children to be Sophisticated Media Consumers

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