Advertising and Children: the Viewpoint of Mothers
DOI:
https://doi.org/10.62008/ixc/15/01YmenorKeywords:
Media Literacy, Kids TV Commercials, Branded Content, MothersAbstract
This article explores the role of mothers in the literacy of media advertising by focusing on their perception of advertising aimed at children of preschool age in Spain. It analyses how they evaluate advertising discourse, especially branded content, and the features they consider important in advertising aimed at their children. This research is based on focus group discussions with mothers,
which show that they engage in the critical assessment of advertising messages by playing the role of "gatekeepers" in commenting on the adverts and explaining them to their children. The mothers advocate for stricter regulations, especially in the food industry. Although they can recognise
branded content, they initially did not associate it with advertising due to its playful and narrative format. However, they conclude that this type of content can be useful if it is clearly labeled as advertising and promotes educational values and healthy lifestyles.
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References
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