Masking as a Persuasive Strategy in Advertising for Young

Bermejo-Berros, Jesús Masking as a Persuasive Strategy in Advertising for Young. Comunicar, 2013, vol. 21, n. 41, pp. 157-165. [Journal article (Paginated)]

[img]
Preview
Text
en157-165.pdf - Published version

Download (376kB) | Preview

English abstract

Young people today live in a media culture where the content they access and circulate through by means of different audiovisual technological devices is part of their informal education. In this context, the traditional advertising inserted into these media is giving way to new strategies through which advertising is masked within other content consumed by young people. They believe they are sufficiently well-informed to consider advertising’s influence on them to be relative, and claim to be equipped with effective strategies that immunize them against it. However, as argued in this article, current advertising is implementing new persuasive forms that go unnoticed. We present an empirical investigation involving 154 students. Through an interactive computing device, the students processed a total of 223 stimuli corresponding to a graphic communication medium. The dependent variables include the degree of success in identifying the presence of advertising in the stimuli and reaction time. The results show how new masking strategies in advertising hinder young people’s awareness that they are eceiving advertising messages. This facilitates a failure to create counter-arguments. The results of this work open up the discussion of whether it is relevant to make known to young people, as part of their education and training, these current effective advertising strategies deriving from informal education systems.

Item type: Journal article (Paginated)
Keywords: Masking, attention, informal education, advertising, persuasion, youth, cognitive hyperstimulation
Subjects: C. Users, literacy and reading.
Depositing user: Alex Ruiz
Date deposited: 09 Aug 2013 11:44
Last modified: 02 Oct 2014 12:27
URI: http://hdl.handle.net/10760/19788

References

"SEEK" links will first look for possible matches inside E-LIS and query Google Scholar if no results are found.

Adam, J.M. & Bonhomme, M. (2000). La argumentación publicitaria. Retórica del elogio y de la persuasión. Madrid: Cátedra.

Bajtin, M. (1991). Teoría y estética de la novela. Madrid: Taurus.

Bermejo, J. (2013a). Nuevas estrategias retóricas en la sociedad de la neopublicidad. Icono 14, 11 (1), 99-124.

Bermejo, J. (2011a). Hiperestimulación cognitiva y publicidad. Pensar la Publicidad, 5, 2, 13-19 (http://revistas.ucm.es/index.php/PEPU/article/view/38190/36949) (07-12-2012).

Bermejo, J. (2011b). Estrategias persuasivas de la comunicación publicitaria en el marco del sistema publicitario gráfico español. Sphera Pública, 11, 21-41.

Bermejo, J. (2011c). Estrategias persuasivas en la nueva comunicación publicitaria: del ‘below the line’ al ‘off the line’. Trípodos, Extra, 219-229.

Bermejo, J. (2011d). Estrategias de comunicación en las administraciones públicas a través de la publicidad impresa. El Profesional de la Información, 20, 4, 399-405. DOI: 10.3145/epi.2011.jul.06 / CrossRef link

Bermejo, J., De Frutos, B. & Couderchon, P. (2011). The Perception of Print Ad-vertising in the New Strategies of Hybridisation of Genres. X International Conference on Research in Advertising (ICORIA). Berlín, 23-25 de junio 2011. Europa-Universität Viadrina Frankurt (Oder) y Bergische Universität Wuppertal.

Dagnaud, M. (2003). Enfants, consommation et publicité télévisée. Paris: La Documentation Française.

Eysenck, M.W. & Keane, M.T. (2000). Cognitive Psychology. Hove: Psychology Press.

Froufe, M., Sierra, B. & Ruiz, M.A. (2009). El inconsciente cognitivo en la psicología científica del siglo XXI. Extensión Digital, 1, 1-22.

Gunter, B., Oates, C. & Blades, M. (2005). Advertising to Children on TV: Content, Impact and Regulation. Mahwah, New Jersey: LEA.

Harris, J.L., Bargh, J.A. & Brownell, K.D. (2009). Priming Effects of Television Food Advertising on Eating Behavior. Health Psychology, 28, 4, 404-413. DOI: 10.1037/a0014399 / CrossRef link

Hassin, R., Ulleman, J. & Bargh, J. (Eds.) (2005). The New Unconscious. New York: OUP.

Heath, R. (2007). Emotional Persuasion in Advertising: A Hierarchy-of-Processing Model. (http://opus.bath.ac.uk) (07-12-2012).

Heath, R. (2012). Seducing the Subconscious. The Psychology of Emotional Influence in Advertising. Oxford: Wiley-Blackwell. DOI: 10.1002/9781119967637 / CrossRef link

Heath, R., Nairn, A.C. & Bottomley, P. (2009). How Effective is Creativity? Emotive Content in TV Advertising does not Increase Attention. Journal of Advertising Re-search, 49 (4), 450-463. DOI: 10.2501/S0021849909091077 / CrossRef link

Heylighen, F. (2012). Complexity and Information Overload in Society: Why Increasing Efficiency Leads to Decreasing Control (http://pespmc1.vub.ac.be/Papers/Info-Overload.pdf) (14-12-2012).

Jeong, S.H. & Fishbein, M. (2007). Predictors of Multitasking with Media: Media Factors and Audience Factors. Media Psychology, 10, 3, 364-384. DOI: 10.1080/15213260701532948 / CrossRef link

Kapferer, J.N. (1985). L’enfant et la publicité. Paris: Dunod.

Klingberg, T. (2009). The Overflowing Brain: Information Overload and the Limits of Working Memory. New York: Oxford University Press.

Knowles, E.S & Linn, J.A. (2004). Resistance and Persuasion. Mahwah, New Jersey: LEA.

Linell, P. (1998). Approaching Dialogue. Talk, Interaction and Contexts in Dialogical Perspective. Amsterdam & Philadelphia: John Benjamins.

Martí-Parreño, J. (2010). Funny Marketing. Madrid: Wolters Kluwer.

Martínez-López, J.S. (2011). Sociedad del entretenimiento: Construcción socio-histórica, definición y caracterización de las industrias que pertenecen a este sector. Revista Luciérnaga, III, 6, 6 16.

Minot, F. & Laurent, S. (2002).Les enfants et la publicité télévisée. Paris: Documenta-tion Française.

Moore, T.E. (1982) Subliminal Advertising: What you See is What you Get. Journal of Marketing, 46, 2, 38-47. DOI: 10.2307/3203339 / CrossRef link

Nabi, R. & Beth, M. (2009). Media Processes and Effects. Thousand Oaks: Sage.

Ophir, E., Nassb, C. & Wagnerc, A.D. (2009). Cognitive Control in Media Multitaskers. PNAS, 106, 35, 15.583-15.587. DOI: 10.1073/pnas.0903620106 / CrossRef link

Pérez-Tornero, J.M. (2008). La sociedad multipantallas: retos para la alfabetización mediática. Comunicar, 31, XVI, 15-25. (DOI:10.3916/c31-2008-01-002). DOI: 10.3916/c31-2008-01-002 / CrossRef link

Petrova, P.K., Cialdini, R.B., Goldstein, N.J. & Griskevicius, N. (2012). Protecting Consumers from Harmful Advertising: What Constitutes an Effective Counter Ar-gument? (www.mba.tuck.dartmouth.edu) (19-12-2012).

Sanagustin, E. (2009). Claves del nuevo marketing. Barcelona: Gestión 2000.

Sayre, S. & King, C. (2010). Entertainment and Society: Influences, Impacts, and Innovations. New York: Routledge.

Shapiro, S., Macinnis, D.J. & Heckler, S.E. (1997). The Effects of Incidental ad Exposure on the Formation of Considerations Sets. Journal of Consumer Research, 24, 94-104. DOI: 10.1086/209496 / CrossRef link

Shrum, L.J. (Ed.). (2004). The Psychology of Entertainment Media: Blurring the Lines between Entertainment and Persuasion. Mahwah NJ: LEA.

Solana, D. (2010). Postpublicidad. Reflexiones sobre una nueva cultura publicitaria. Barcelona: Doubleyou.

Trappey, C. (1996). A Meta-Analysis of Consumer Choice. Psychology and Marketing, 13, 517-530 DOI: 10.1002/(SICI)1520-6793(199608)13:5<517::AID-MAR5>3.0.CO;2-C / CrossRef link

Wright, P.L. (1980). Message-Evoked Thoughts: Persuasion Research Using Thought Verbalizations. Journal of Consumer Research, 7, 151-175. DOI: 10.1086/208804 / CrossRef link


Downloads

Downloads per month over past year

Actions (login required)

View Item View Item