This is Advertising! Effects of Disclosing Television Brand Placement on Adolescents

• In Event: Adolescents and Media: Working Toward Adulthood

Abstract

The present study aimed to increase our understanding of the effects of disclosing television brand placements and disclosure duration on adolescents’ persuasion knowledge and brand responses. To do so, the study by Boerman et al. (2012) that was conducted among adults was replicated among adolescents aged 13 to 17 year old (N = 221). Departing from the persuasion knowledge model and consumer socialization theory, the present study showed that brand placement disclosure had limited effects on adolescents’ persuasion knowledge, did not mitigate persuasion, but did increase brand memory. These findings implicate that brand placement disclosure has fundamentally different effects on adolescents than on adults: the disclosures were less effective among adolescents in activating persuasion knowledge and mitigating persuasion than among adults. This study has important implications for theory, legislation and practice.

Authors

• Eva van Reijmersdal, U of Amsterdam

• Sophie Carolien Boerman, ASCOR, U of Amsterdam

• Moniek Buijzen, Radboud U Nijmegen

• Esther Rozendaal, Radboud University Nijmegen