Children Fail to Recognize Online Ads, Study Says
Monday, April 25, 2011
New York Times -- But the banners and other notifications do not work, according to a study published in the spring edition of The Journal of Advertising. The paper finds that, despite the presence of the banners, children fail to recognize the games as advertising.
The banners “do not raise awareness of who put the game up or why they put the game up,” said one of the paper’s two authors, Susannah Stern, an associate professor of communication studies at the University of San Diego.
My Thursday story documents how food companies are seeking to reach children through “advergames.” Critics argue that such tactics blur the line between marketing and entertainment, while the companies contend that they have clearly labeled their sites as advertising. (Full Story)