Brand in focus: Activating adolescents' persuasion knowledge using disclosures for embedded advertising in music videos

被引:4
作者
van Reijmersdal, Eva A. [1 ]
Opree, Suzanna J. [2 ]
Cartwright, Robert F. [3 ]
机构
[1] Univ Amsterdam, Amsterdam Sch Commun Res ASCoR, Amsterdam, Netherlands
[2] Erasmus Univ, Erasmus Sch Hist Culture & Commun ESHCC, Rotterdam, Netherlands
[3] The Hague Univ Appl Sci, The Hague, Netherlands
来源
COMMUNICATIONS-EUROPEAN JOURNAL OF COMMUNICATION RESEARCH | 2022年 / 47卷 / 01期
关键词
adolescents; brand placement; product placement; music videos; disclosures; persuasion knowledge; embedded advertising; SOCIAL NETWORK GAMES; SPONSORSHIP DISCLOSURE; MODERATING ROLE; PRODUCT PLACEMENT; YOUNG ADOLESCENTS; RESPONSES; CHILDRENS; LITERACY; COVERT; CONSUMERS;
D O I
10.1515/commun-2019-0168
中图分类号
G2 [信息与知识传播];
学科分类号
05 ; 0503 ;
摘要
Many artists and music labels rely on partnerships with brands to pay for the production costs of their music videos. In exchange, the brands are featured in those videos. To enhance the transparency of these embedded forms of advertising, sponsorship disclosures are required. However, it remains unknown what the content of these disclosures in music videos should be to enhance sponsor transparency for adolescents. We examined how disclosure type affected adolescents' conceptual and attitudinal persuasion knowledge. In addition, effects on responses toward the brand, music video, and artist were examined. An experiment (N = 279, ages 14-17) showed that none of the tested disclosures enhanced adolescents' conceptual persuasion knowledge. However, disclosures explaining that the embedded brand helped pay for the production cost of the video led to lower attitudinal persuasion knowledge and, consequently, to more positive attitudes toward the brand, video, and artist, and to increased intentions to purchase the brand.
引用
收藏
页码:93 / 113
页数:21
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