摘要
本研究通过让33名7岁儿童,35名9岁儿童,36名11岁儿童指认出网页中的广告,研究了儿童的网络广告识别能力。结果发现:尽管7岁儿童能够理解广告的商业性目的,但在识别网络广告上仍有困难;9岁的儿童基本具备识别网络广告的能力;所有儿童在识别动态和非动态广告上的成绩没有显著差异;高年级比低年级儿童能够更多地关注广告的中心信息。研究表明:年龄小的儿童不能很好的提取并运用广告相关的知识来识别广告。
This experiment explored 7-year-olds, 35 9-year-olds they thought it was an adve and 36 children 11-year-o rtisement on the ＇s ability to identify web advertisements. 33 lds were asked to point to the place where web pages shown to them. We have found~ although 7-year-olds were able to understand the persuasive intent of advertising, they still had difficulty in identifying web advertisements~ children began to develop the abili- ty to identify web advertisements when they were about 9 years old; all of the children performed no better in identifying flashing advertisements than static advertisements older children tended to pay more attention to the central information of the advertise- ment. Results indicated that younger children had difficulty to retrieve and apply the ad- vertising related knowledge to identify web advertisements
出处
《华中师范大学学报（人文社会科学版）》
CSSCI
北大核心
2013年第5期169-176,共8页
Journal of Central China Normal University:Humanities and Social Sciences
关键词
儿童
网络广告
动态广告
识别能力
children
web advertisements
flashing advertisements
identify
