Alfabetización publicitaria y menores. Revisión bibliográfica a partir de la Web of Science (WOS) y Scopus (2010-2022)

Erika Fernández-Gómez; Jesús Segarra-Saavedra; Beatriz Feijoo

doi:10.4185/rlcs.2023.1892

Authors

Erika Fernández-Gómez Universidad Internacional de La Rioja https://orcid.org/0000-0002-7088-1814
Jesús Segarra-Saavedra Universidad de Alicante https://orcid.org/0000-0001-9420-5258
Beatriz Feijoo Universidad Internacional de La Rioja https://orcid.org/0000-0001-5287-3813

DOI:

https://doi.org/10.4185/rlcs.2023.1892

Keywords:

advertising literacy, literacy, minors, children, review, Scopus, Web of Science

Abstract

Introduction: Research on how children process advertising is still in its infancy. This article reviews the published academic literature on advertising literacy and children. The aim is to offer an updated view of how this subject has been studied in the last decade, a term used to refer to children's skills and abilities to deal with advertising. Methodology: 105 articles indexed in the Web of Science (WOS) and Scopus databases between 2010-2022 were analysed. Results: only three authors have published more than a dozen papers on this topic, with two European universities (one Belgian and one Dutch) concentrating their scientific production. The year in which the most papers were published was 2020 and the main journals that published these papers belong to the fields of communication, marketing and psychology. The main tool for this research was the survey. Discussion: the review yielded six lines of research: advertising literacy programmes and minors facing new formats; influence of food advertising; influencer marketing and influencers; purchasing decisions; identification of advertising and privacy. Conclusions: the article provides proposals for future research on advertising literacy and children.

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Author Biographies

Erika Fernández-Gómez, Universidad Internacional de La Rioja

Lecturer at the International University of La Rioja (UNIR). Lecturer and researcher at the Faculty of Business and Communication since 2010, where she also coordinates the Degree in Advertising. Degree in Advertising and Public Relations and PhD in Communication from the University of Vigo. She has taught at the University of Vigo, the Polytechnic Institute of Coimbra (Portugal), Thomas More University (Belgium), Equinoccial Technological University (Ecuador) and Kauno Kolegija (Lithuania). She is principal investigator of the project "Advertising literacy in front of the mobile phone. Analysis of children's ability to deal with persuasive content" (Adkids Mobile). R&D&I project with reference PID2020- 116841RA-I00 funded by the Ministry of Science and Innovation of the Spanish Government.

Jesús Segarra-Saavedra, Universidad de Alicante

Professor at the University of Alicante (UA). Extraordinary Doctorate Award (2019), PhD in Audiovisual Communication and Advertising (2016) and Degree in Advertising and Public Relations (2005) by the UA. Since 2018, lecturer and professor in the Department of Communication and Social Psychology at the UA. He has been lecturer and professor at UNIR (2016-2020), UMH (2018), UCJC (2019-2020) and UEMC (2019-2020) and foreign visiting professor at UTADEO (Colombia, 2019). Postdoctoral researcher in the groups "Communication and specific audiences" (Compubes) at UA and "Communication and Digital Society" (Coysodi) at UNIR, among others. He is co-editor of Revista Mediterránea de Comunicación, deputy editor of Revista Health and Addictions, co-editor and editorial secretary of IROCAMM. International Review of Communication and Marketing Mix.

Beatriz Feijoo, Universidad Internacional de La Rioja

PhD in Communication and degree in Advertising and Public Relations and Audiovisual Communication from the University of Vigo. Professor, she currently teaches in the Faculty of Business and Communication at the UNIR, where she is also Vice-Dean of Research. She has also worked as a teacher and researcher at the Universidad de los Andes (Chile) and at the Universidade de Vigo. Author of several publications and scientific articles on communication and children and PI of funded research projects on the same subject (Fondecyt N°11170336 - Chile; ADKIDSMOBILE - R+D+i project with ref. PID2020-116841RA-I00; PENSACRIGITAL-UNIR; DIGITAL_FIT-Fundación Mapfre).

beatriz.feijoo@unir.net

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