Media, Advertising, and Consumerism

Children and adolescents in a commercialized media environment

Authored by: Moniek Buijzen , Esther Rozendaal , Eva A. van Reijmersdal

The Routledge International Handbook of Children, Adolescents and Media

Print publication date:  May  2013
Online publication date:  July  2013

Print ISBN: 9780415783682
eBook ISBN: 9780203366981
Adobe ISBN: 9781134060559

10.4324/9780203366981.ch33

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Abstract

In the first decade of the new millennium, children and adolescents’ commercial media environment has changed dramatically. Advertisers have rapidly adopted new advertising techniques including branded websites, brand placement in video games, and viral marketing in social media (Buijzen et al., 2010; Calvert, 2008). Those new practices are fundamentally different from traditional advertising. Notably, non-traditional advertising practices typically rely on affect-based mechanisms and are often embedded within program or editorial content (Calvert, 2008; Wright et al., 2005), which may have important consequences for young people’s understanding and processing of advertising.

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