Co-creating advertising literacy awareness campaigns with children, teenagers & professionals

Transcription

1 Co-creating advertising literacy awareness campaigns with children, teenagers & professionals Kristien Daems Ingrid Moons Patrick De Pelsmacker Els Du Bois

2 Context Advertising literacy : The knowledge a person has about Advertising (in general) Specific advertising techniques used (e.g. personalisation) Persuasive intentions (Rozendaal et al., 2011) Both traditional and novel advertising formats Integration between media content and commercial message (e.g. product placement, advergames, etc.) Minors: limited cognitive abilities Difficult for minors to distinguish advertising from entertainment Important to raise awareness 2

3 Objective of the study RQ1: Generation of insight into minors media use and media- & advertising contexts RQ2: Preferences for 4 campaign elements Medium Spokesperson Appeal Specific message 3

4 Method: a co-creative approach Co-creation: Any act of collective creativity that is experienced jointly by two or more people. (Sanders & Simons, 2009) Stakeholders as co-creating participants in workshops advertising literacy In co-creation with 2 different stakeholder groups Children & teenagers target groups campaign (study 1) Professionals working with/for minors & advertising field (study 2) 4

5 Method: A workshop approach with minors and professionals Study 1 children & teenagers 4 workshops with children of the 4 th grade (9-10 years old) (n=19) 4 workshops with teenagers 7 th grade (12-13 years old) (n=16) Study 2 professionals 1 workshop with experts working with/for minors (n=9) Experience in the marketing or advertising field 5

6 Research techniques - Study 1 RQ 1: Media usage, media- & advertising contexts RQ 2: 4 campaign elements 6

7 RQ 1 Customer journey Framework used in service design to investigate customers behaviours, thoughts, feelings, motivations and attitudes across a service journey (Zomerdijk & Voss, 2010) In our study minors instead of customers Which different media- and advertising contexts do minors encounter on a typical school day? 7

8 RQ 2: Games Adaptation Goose board game & balloon game with brainstorming techniques Completing advertising related tasks Answering advertising related questions Ranking campaign visuals in preffered order Discussion most prefered campaign element 8

9 Study 2 9 Professionals Work with/for children Experience marketing or advertising field 1 workshop Randomly divided in 2 groups Rewarded for their participation 9

10 Research techniques - Study 2 Customer journey of 2 personas 10-year old boy 13-year old girl Persona = tool used in product design which represents a concrete, fictitious target user and makes an abstraction of a group of customers or users with shared characteristics (Miaskiewicz & Kozar, 2011). 4 campaign elements 10

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12 Data Analysis Written group reports Analysis videos Video transcriptions NVivo software program 12

13 RQ 1 Media usage and media- & advertising contexts Customer journey used for both studies Study 1 children & teenagers Study 2 professionals 13

14 Results study 1 RQ1: Media & advertising contexts Children 4 th grade (9-10 years) 14

15 Results study 2 RQ1: Media & advertising contexts Children 4 th grade (9-10 years) 15

16 RQ 2 4 campaign elements Study 1 children & teenagers Games Study 2 professionals Customer journey with personas 16

17 Results study 1 RQ2: 4 campaign elements Children 4 th grade (9-10 years) 17

18 Results study 2 RQ2: 4 campaign elements Children 4 th grade (9-10 years) 18

19 Conclusion Children 4 th grade (9-10 years) RQ 1 Traditional (TV & Billboards) Videos (Youtube) RQ 2 Video bloggers Cartoon figure Slapstick humour Short message with jingle/rhyme RQ 1 Social media RQ 2 Social media Real spokesperson (peers or celebrity) Humorous appeal Positive, short message story or action with the message 19

20 Future research Results will be used as input for concepts of future advertising literacy awareness campaigns Experiments to test conceptual versions of campaigns on preferences and effectiveness amongst target groups 20

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