Advertising in Digital Games: A Review from the Perspective of Children and Parents

The problem of this study, which is based on understanding the interactions of children with the brands in digital games, is to understand children’s recognition of the brands in digital games with the variables of the type of advertisement, in-game factors and screen time. In this qualitative study...

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Autores principales:	Arzu Kazaz, Burçe Akcan
Formato:	article
Lenguaje:	EN TR
Publicado:	Erciyes University 2020
Materias:	dijital oyun oyun-i̇çi reklam çocuklar, zula marka farkındalığı advertising in-game advertising children zula brand awareness Communication. Mass media P87-96
Acceso en línea:	https://doaj.org/article/d39ff5d21d654ca4b2e053bbce53a831
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id	oai:doaj.org-article:d39ff5d21d654ca4b2e053bbce53a831
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spelling	oai:doaj.org-article:d39ff5d21d654ca4b2e053bbce53a8312021-12-02T11:01:39ZAdvertising in Digital Games: A Review from the Perspective of Children and Parents1308-31982667-581110.17680/erciyesiletisim.706046https://doaj.org/article/d39ff5d21d654ca4b2e053bbce53a8312020-07-01T00:00:00Zhttps://dergipark.org.tr/tr/pub/erciyesiletisim/issue/56043/706046https://doaj.org/toc/1308-3198https://doaj.org/toc/2667-5811The problem of this study, which is based on understanding the interactions of children with the brands in digital games, is to understand children’s recognition of the brands in digital games with the variables of the type of advertisement, in-game factors and screen time. In this qualitative study, a two-session focus group interview was conducted with the children and their mothers separately. Children are important for this study due to their age, because on the one hand, they go through the consumer socialization process, and on the other hand, since they do not have the ability to separate media content from commercial content, they are exposed to ads. As a result of the study, it is observed that parents were in conflict with their children regarding screen time management and they interfere with their children’s screen time. However, a significant part of the parents is not aware of the ads in digital games and do not consider in-game advertising as a risk factor for their children. Additionally, it is seen that the high prevalence of unhealthy food advertisements in digital games causes children to make unreasonable demands and this is considered as a serious issue in a process they learn to be a consumer.Arzu KazazBurçe AkcanErciyes Universityarticledijital oyunoyun-i̇çi reklamçocuklar, zulamarka farkındalığıadvertisingin-game advertisingchildrenzulabrand awarenessCommunication. Mass mediaP87-96ENTRErciyes iletişim Dergisi, Vol 7, Iss 2, Pp 1241-1261 (2020)
institution	DOAJ
collection	DOAJ
language	EN TR
topic	dijital oyun oyun-i̇çi reklam çocuklar, zula marka farkındalığı advertising in-game advertising children zula brand awareness Communication. Mass media P87-96
spellingShingle	dijital oyun oyun-i̇çi reklam çocuklar, zula marka farkındalığı advertising in-game advertising children zula brand awareness Communication. Mass media P87-96 Arzu Kazaz Burçe Akcan Advertising in Digital Games: A Review from the Perspective of Children and Parents
description	The problem of this study, which is based on understanding the interactions of children with the brands in digital games, is to understand children’s recognition of the brands in digital games with the variables of the type of advertisement, in-game factors and screen time. In this qualitative study, a two-session focus group interview was conducted with the children and their mothers separately. Children are important for this study due to their age, because on the one hand, they go through the consumer socialization process, and on the other hand, since they do not have the ability to separate media content from commercial content, they are exposed to ads. As a result of the study, it is observed that parents were in conflict with their children regarding screen time management and they interfere with their children’s screen time. However, a significant part of the parents is not aware of the ads in digital games and do not consider in-game advertising as a risk factor for their children. Additionally, it is seen that the high prevalence of unhealthy food advertisements in digital games causes children to make unreasonable demands and this is considered as a serious issue in a process they learn to be a consumer.
format	article
author	Arzu Kazaz Burçe Akcan
author_facet	Arzu Kazaz Burçe Akcan
author_sort	Arzu Kazaz
title	Advertising in Digital Games: A Review from the Perspective of Children and Parents
title_short	Advertising in Digital Games: A Review from the Perspective of Children and Parents
title_full	Advertising in Digital Games: A Review from the Perspective of Children and Parents
title_fullStr	Advertising in Digital Games: A Review from the Perspective of Children and Parents
title_full_unstemmed	Advertising in Digital Games: A Review from the Perspective of Children and Parents
title_sort	advertising in digital games: a review from the perspective of children and parents
publisher	Erciyes University
publishDate	2020
url	https://doaj.org/article/d39ff5d21d654ca4b2e053bbce53a831
work_keys_str_mv	AT arzukazaz advertisingindigitalgamesareviewfromtheperspectiveofchildrenandparents AT burceakcan advertisingindigitalgamesareviewfromtheperspectiveofchildrenandparents
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Advertising in Digital Games: A Review from the Perspective of Children and Parents

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