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Comunicar Journal 67: Cyber convivencia as a social scenario: Ethics and emotions (Vol. 29 - 2021)

Parents' and children's perception on social media advertising

https://doi.org/10.3916/C67-2021-08

Beatriz Feijoo

Simón Bugueño

Charo Sádaba

Aurora García-González

Abstract

This article presents the results of research that seeks to analyze the ability of minors to identify the advertising messages received through the most used social networks by this audience (YouTube and Instagram). Children’s aptitude to recognize persuasive intent was measured in a selection of examples taken for this study, as well as the perception that parents or guardians had about the minor's ability to recognize advertising on the platforms analyzed. Results were obtained from a survey applied to dyads in 501 homes in the Metropolitan Area of Santiago de Chile, to children aged 10 to 14 and to one of their parents or guardians. Main results include the notion that more than 50% of children were not able to detect advertising in examples containing ads. Lower recognition percentages were obtained in cases that combined persuasive content and entertainment and were not classified as advertising. For their part, adults perceived that their children recognize persuasive intent to a lesser extent than indicated by the children themselves. An explicit and clear signaling of advertising messages, as well as advertising literacy according to the age of minors could help them discern the content they consume on social networks.

Keywords

Advertising, minors, social networks, Instagram, Youtube, advertising literacy

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