Defend the Indefensible: Helping Children Cope with the Implicit Influence of Online Game Advertising
Advertising in New Formats and Media
ISBN: 978-1-78560-313-6, eISBN: 978-1-78560-312-9
Publication date: 29 December 2016
Abstract
Purpose
The main purpose of this chapter is to highlight the latest research on the implicit influence of online game advertising on children and to discuss some possible solutions to help them cope with this implicit influence.
Methodology/approach
This chapter reviews key theories and relevant empirical evidence in the literature on advertising to children in order to highlight the implicit influence of online game advertising on children.
Findings
Children can be influenced by online game advertising outside their awareness.
Social implications
The chapter challenges the effectiveness of current advertising literacy education.
Originality/value
This chapter highlights the implicit influence of online game advertising on children. It also proposes alternative approaches to current advertising literacy education to help children cope with the implicit influence.
Keywords
Citation
Hang, H. and Nairn, A. (2016), "Defend the Indefensible: Helping Children Cope with the Implicit Influence of Online Game Advertising", De Pelsmacker, P. (Ed.) Advertising in New Formats and Media, Emerald Group Publishing Limited, Leeds, pp. 379-395. https://doi.org/10.1108/978-1-78560-313-620151018
Publisher
:Emerald Group Publishing Limited
Copyright © 2016 Emerald Group Publishing Limited