Abstract
Abstract Many artists and music labels rely on partnerships with brands to pay for the production costs of their music videos. In exchange, the brands are featured in those videos. To enhance the transparency of these embedded forms of advertising, sponsorship disclosures are required. However, it remains unknown what the content of these disclosures in music videos should be to enhance sponsor transparency for adolescents. We examined how disclosure type affected adolescents’ conceptual and attitudinal persuasion knowledge. In addition, effects on responses toward the brand, music video, and artist were examined. An experiment (N = 279, ages 14–17) showed that none of the tested disclosures enhanced adolescents’ conceptual persuasion knowledge. However, disclosures explaining that the embedded brand helped pay for the production cost of the video led to lower attitudinal persuasion knowledge and, consequently, to more positive attitudes toward the brand, video, and artist, and to increased intentions to purchase the brand.
Highlights
Embedded advertising – the purposeful incorporation of a product into third-party content in exchange for a form of compensation by the advertiser – has been around for quite a while, it continues to be on the rise (Voorveld, Fakkert, This work is and Van Reijmersdal, 2017)
Further analyses showed that SES was related to brand memory, χ2 (2) = 10.308, p = .006, grade was related to conceptual persuasion knowledge, F(3, 271) = 2.827, p = .039, eta2 = .030, and music video attitudes, F(3, 271) = 3.310, p = .021, eta2 =
With regard to its first aim, this study showed that the disclosures used in it did not affect adolescents’ conceptual persuasion knowledge
Summary
Embedded advertising – the purposeful incorporation of a product into third-party content in exchange for a form of compensation by the advertiser – has been around for quite a while, it continues to be on the rise (Voorveld, Fakkert, This work is and Van Reijmersdal, 2017). Embedded advertising is popular in a variety of media that target youths, including music videos (Hobbs, 2015). Some adolescents seem to understand the persuasive nature of embedded advertising (Van Dam and Van Reijmersdal, 2019; Van Reijmersdal, Boerman, Buijzen, and Rozendaal, 2017; Vanwesenbeeck, Ponnet, and Walrave, 2017; Vanwesenbeeck, Walrave, and Ponnet, 2016), it is still being debated whether their overall levels of persuasion knowledge are equal to those of adults (Boush, Friestad, and Rose, 1994; Nairn and Fine, 2008). Adolescents’ levels of attitudinal persuasion knowledge regarding embedded advertising have been found to be rather low (Van Dam and Van Reijmersdal, 2019; Van Wesenbeeck et al, 2017)
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