Anuncios en aplicaciones de juegosanálisis de la publicidad que reciben los menores cuando juegan utilizando el móvil

  1. Feijoo , Beatriz
  2. Sádaba, Charo 1
  3. Blanco, María 2
  1. 1 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

  2. 2 Universidad Internacional de La Rioja
    info

    Universidad Internacional de La Rioja

    Logroño, España

    ROR https://ror.org/029gnnp81

Zeitschrift:
Anàlisi: Quaderns de comunicació i cultura

ISSN: 0211-2175,  2340-5236

Datum der Publikation: 2022

Titel der Ausgabe: Innovacom, innovació en docència i investigació

Nummer: 0

Seiten: 95-112

Art: Artikel

DOI: 10.5565/REV/ANALISI.3497 DIALNET GOOGLE SCHOLAR lock_openOpen Access editor

Andere Publikationen in: Anàlisi: Quaderns de comunicació i cultura

Zusammenfassung

The presence of commercial content in digital games played by children is an increasingly well-established phenomenon. The aim of this paper is to analyse the type of advertising that children aged 10 to 14 years are exposed to when they play videogame apps on their smartphones, and to monitor how they interact with them. Using a non-participatory digital observation method, the study asked a sample of 45 children to make a video recording of the smartphone screen they usually used, in order to log all the content they were exposed to while playing. Over the course of a week, almost 42 hours of recordings were made, providing a study sample of 974 ads from in-game apps. Content analysis was carried out on this sample. Among the main results was that the predominant advertising format was the phone display. The genre, type of product and advertising format receiving the highest click rates were action game apps, electronic devices and video-interstitials, respectively. However, more than 90% of the ads analysed did not result in any type of interaction, confirming that interaction with advertising in a favourable context such as video games is low.

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Fuente de los datos: Dialnet