Open Access. Powered by Scholars. Published by Universities.®

Mass Communication Commons

Open Access. Powered by Scholars. Published by Universities.®

2011

Selected Works

Nathan Evans

Articles 1 - 1 of 1

Full-Text Articles in Mass Communication

An Examination Of Parental Attitudes Toward Children's Advergaming: A Parental Socialization Perspective., Nathan Joseph Evans Oct 2011

An Examination Of Parental Attitudes Toward Children's Advergaming: A Parental Socialization Perspective., Nathan Joseph Evans

Nathan Evans

Every passing year is witness to increases in Internet use among younger populations. The amount of time spent online among children ages two to 11 is increasing at a faster rate than that of the entire online population. The rise in Internet use among children has resulted in marketing and advertising efforts aimed at increasing brand awareness, involvement and immersion. The use of branded entertainment and advergames is a popular practice when attempting to increase brand awareness and loyalty among children. Advergames offer a combination of entertainment and advertising that are designed to appeal to younger populations that have difficulty ...