Shedding New Light on How Advertising Literacy Can Affect Children's Processing of Embedded Advertising Formats: A Future Research Agenda

Advertisers are continuously searching for new ways to persuade children; current methods include fully integrating commercial content into media content, actively engaging children with the commercial content, and increasing the number of commercial messages children are confronted with at one moment in time. This poses a challenge for how children cope with embedded advertising. This conceptual article aims to develop a theoretically grounded...