Brand in focus: Activating adolescents' persuasion knowledge using disclosures for embedded advertising in music videos

Eva A. Van Reijmersdal*, Suzanna J. Opree, Robert F. Cartwright

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

3 Citations (Scopus)
8 Downloads (Pure)

Abstract

Many artists and music labels rely on partnerships with brands to pay for the production costs of their music videos. In exchange, the brands are featured in those videos. To enhance the transparency of these embedded forms of advertising, sponsorship disclosures are required. However, it remains unknown what the content of these disclosures in music videos should be to enhance sponsor transparency for adolescents. We examined how disclosure type affected adolescents' conceptual and attitudinal persuasion knowledge. In addition, effects on responses toward the brand, music video, and artist were examined. An experiment (N = 279, ages 14-17) showed that none of the tested disclosures enhanced adolescents' conceptual persuasion knowledge. However, disclosures explaining that the embedded brand helped pay for the production cost of the video led to lower attitudinal persuasion knowledge and, consequently, to more positive attitudes toward the brand, video, and artist, and to increased intentions to purchase the brand.

Original languageEnglish
Article numbercommun-2019-0168
Pages (from-to)93-113
Number of pages21
JournalCommunications
Volume47
Issue number1
DOIs
Publication statusPublished - 10 Apr 2021

Bibliographical note

Publisher Copyright:
© 2021 van Reijmersdal et al, published by De Gruyter.

Research programs

  • ESHCC M&C

Fingerprint

Dive into the research topics of 'Brand in focus: Activating adolescents' persuasion knowledge using disclosures for embedded advertising in music videos'. Together they form a unique fingerprint.

Cite this