Children Fail to Recognize Online Ads, Study Says
Monday, April 25, 2011
New York Times -- “Hey kids, this is advertising.”
A thin banner with those words, or some variation of them, appears on various game sites that are aimed at children and sponsored by food companies like General Mills. The companies say such banners alert players that the games are a form of advertising, meant to encourage loyalty to cereals or junk food whose images often appear somewhere in the game.
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. (Full Story)