Schlagworte
Aufklärungshinweise
Kinder
Jugendmedienschutz
Zitationsvorschlag
Lizenz
Copyright (c) 2021 Ines Katrin Spielvogel
Dieses Werk steht unter der Lizenz Creative Commons Namensnennung 4.0 International.
Abstract
Kinder sind in ihrer Medienumgebung einer Vielzahl von Werbebotschaften ausgesetzt. Insbesondere Kindern fällt es aufgrund des starken emotionalen Charakters von gegenwärtiger Werbung und den sich noch entwickelnden kognitiven Fähigkeiten schwer, Persuasionsversuche kritisch zu verarbeiten. Werbebezogene Aufklärungshinweise werden in diesem Zusammenhang als potenzielle unterstützende Maßnahmen angesehen, damit Kinder die persuasive Absicht von Werbung besser erkennen können. Die Ergebnisse zu den Auswirkungen von diesen Hinweisen auf das kindliche Persuasionswissen sind jedoch nicht eindeutig. Darüber hinaus benötigen Wissenschaftlerinnen und Wissenschaftler in diesem Forschungsbereich einen präzisen Überblick darüber, welche Faktoren für die Aktivierung des kindlichen Persuasionswissens durch Hinweise ausschlaggebend sind. Die vorliegende Studie baut auf der Literatur über das Persuasionswissen auf und untersucht, ob sich die Faktoren, die in diesem Forschungsbereich identifiziert wurden, auch auf werbebezogene Aufklärungshinweise übertragen lassen. Die Ergebnisse einer Literaturrecherche von bestehenden Aufklärungshinweis-Studien weisen darauf hin, dass werbebezogene Aufklärungshinweise besondere ‹Merkmale› erfordern, damit diese bei Kindern auch effektiv sind. Außerdem kann angenommen werden, dass nicht alle Kinder die Bedeutung der Hinweise gleichermaßen verstehen. In diesem Zusammenhang könnten jedoch andere individuelle Faktoren als das Alter ausschlaggebend sein. Die vorgeschlagene Konzeptualisierung identifiziert auch die Umwelt und die Situation als mögliche relevante Faktoren für die Wirksamkeit von werbebezogenen Aufklärungshinweisen bei Kindern. Denkbare zukünftige Forschungsbereiche werden diskutiert.
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Sampled Studies
An, Soontae, and Susannah Stern. 2011. «Mitigating the Effects of Advergames on Children». Journal of Advertising 40 (1): 43–56. https://doi.org/10.2753/JOA0091-3367400103.
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Uribe, Rodrigo, and Alejandra Fuentes-García. 2020. «Disclosing Product Placements of Fast Food to Children: The Importance of Reinforcing the Use of Disclosures and the Age of Children». Health Communication 35 (11): 1415–25. https://doi.org/10.1080/10410236.2019.1636344.
van Reijmersdal, Eva A., Sophie C. Boerman, Moniek Buijzen, and Esther Rozendaal. 2017. «This Is Advertising! Effects of Disclosing Television Brand Placement on Adolescents». Journal of Youth and Adolescence 46 (2): 328–42. https://doi.org/10.1007/s10964-016-0493-3.
van Reijmersdal, Eva A., Esther Rozendaal, Liselot Hudders, Ini Vanwesenbeeck, Veroline Cauberghe, and Zeph M. C. van Berlo. 2020. «Effects of Disclosing Influencer Marketing in Videos: An Eye Tracking Study Among Children in Early Adolescence». Journal of Interactive Marketing 49 (February): 94–106. https://doi.org/10.1016/j.intmar.2019.09.001.
van Reijmersdal, Eva A., and Sophia van Dam. 2020. «How Age and Disclosures of Sponsored Influencer Videos Affect Adolescents’ Knowledge of Persuasion and Persuasion». Journal of Youth and Adolescence 49 (7): 1531–44. https://doi.org/10.1007/s10964-019-01191-z.
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