Specificities Introduced by Mobile Phones in the Relationship Between Children and Commercial Content

Beatriz Feijoo 1 * , Charo Sádaba 2
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1 School of Business and Communication, Universidad Internacional de la Rioja, Logroño, La Rioja, SPAIN
2 Media Management Department, School of Communication, Universidad de Navarra, Pamplona, Navarra, SPAIN
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 12, Issue 4, Article No: e202227. https://doi.org/10.30935/ojcmt/12338
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ABSTRACT

This article explores the specificities of the relationship between children and the advertising to which they are exposed through their cell phones, and reports on a mixed methodology study conducted in the metropolitan area of Santiago de Chile. The study aims to learn about children’s predisposition, interaction, and perceptions with regards to mobile advertising. Most significant is the finding that this young generation (10-14 years old) identify commercial messages with which they claim low levels of interaction. Regarding interaction, the ads which most likely attract minors’ attention are placed on social networks, are presented in formats which provide some value (in terms of information or entertainment) and are for on products of interest to the audience studied. Finally, for many minors advertising eminently belongs to the digital world and their perceptions may not be transferable to traditional media.
Keywords: advertising, mobile phone, children, mixed method, attitude, entertainment

CITATION

Feijoo, B., & Sádaba, C. (2022). Specificities Introduced by Mobile Phones in the Relationship Between Children and Commercial Content. Online Journal of Communication and Media Technologies, 12(4), e202227. https://doi.org/10.30935/ojcmt/12338

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