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Defend the Indefensible: Helping Children Cope with the Implicit Influence of Online Game Advertising

Haiming Hang

Agnes Nairn

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

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Emerald Group Publishing Limited