How an Advertising Disclosure Alerts Young Adolescents to Sponsored Vlogs: The Moderating Role of a Peer-Based Advertising Literacy Intervention through an Informational Vlog

Is advertising child’s play? A comparison of advertising literacy and advertising effects for traditional and online advertising formats among children The current study examines and compares children’s (ages 7-12) responses to television commercials, online banners, advergames and native advertisements. In addition, children’s cognitive, affective and moral advertising literacy is examined and compared. Furthermore, the current study investigates the moderating role of age. Finally, it is examined how the different dimensions of advertising literacy affect advertising effectiveness. The results show that children are most susceptible to advergames, and are the least affected by television commercials. Moreover, they have most difficulties recalling the brand when exposed to online banners. Children also show more difficulties recognizing and understanding online advertising compared to traditional advertising; however, they do have a good understanding of online banners. In general, children’s level of affective and moral advertising literacy is very low, both for traditional and online advertising. Finally, especially affective and moral advertising literacy make children less susceptible to advertising.

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Summaries

Tijdschrift voor Communicatiewetenschappen ◽

10.5117/2020.048.003.005 ◽

2020 ◽

Vol 48 (3) ◽

Keyword(s):

Online Advertising ◽

Advertising Effectiveness ◽

Television Commercials ◽

Different Dimensions ◽

Advertising Literacy ◽

Moderating Role

The current study examines and compares children’s (ages 7-12) responses to television commercials, online banners, advergames and native advertisements. In addition, children’s cognitive, affective and moral advertising literacy is examined and compared. Furthermore, the current study investigates the moderating role of age. Finally, it is examined how the different dimensions of advertising literacy affect advertising effectiveness. The results show that children are most susceptible to advergames, and are the least affected by television commercials. Moreover, they have most difficulties recalling the brand when exposed to online banners. Children also show more difficulties recognizing and understanding online advertising compared to traditional advertising; however, they do have a good understanding of online banners. In general, children’s level of affective and moral advertising literacy is very low, both for traditional and online advertising. Finally, especially affective and moral advertising literacy make children less susceptible to advertising.

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Testing the Strain Theory of Suicide – The Moderating Role of Social Support

Crisis ◽

10.1027/0227-5910/a000604 ◽

2020 ◽

Vol 41 (2) ◽

pp. 82-88 ◽

Cited By ~ 1

Author(s):

Bob Lew ◽

Ksenia Chistopolskaya ◽

Yanzheng Liu ◽

Mansor Abu Talib ◽

Olga Mitina ◽

...

Keyword(s):

Social Support ◽

Suicidal Behavior ◽

Online Survey ◽

Perceived Social Support ◽

Strain Theory ◽

Cross Sectional Survey ◽

Cross Sectional ◽

Psychological Strains ◽

Moderating Role

Abstract. Background: According to the strain theory of suicide, strains, resulting from conﬂicting and competing pressures in an individual's life, are hypothesized to precede suicide. But social support is an important factor that can mitigate strains and lessen their input in suicidal behavior. Aims: This study was designed to assess the moderating role of social support in the relation between strain and suicidality. Methods: A sample of 1,051 employees were recruited in Beijing, the capital of China, through an online survey. Moderation analysis was performed using SPSS PROCESS Macro. Social support was measured with the Multidimensional Scale of Perceived Social Support, and strains were assessed with the Psychological Strains Scale. Results: Psychological strains are a good predictor of suicidality, and social support, a basic need for each human being, moderates and decreases the effects of psychological strains on suicidality. Limitations: The cross-sectional survey limited the extent to which conclusions about causal relationships can be drawn. Furthermore, the results may not be generalized to the whole of China because of its diversity. Conclusion: Social support has a tendency to mitigate the effects of psychological strains on suicidality.

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