Hey Kids, This is Advertising: Metaphors and Promotional Appeals in Online Advertisements for Children

Abstract

Abstract Purpose Interactive media strategies and digital tools have enabled advertisers to target children with promotional offers and creative appeals. Design Based on theories related to metaphors in advertisements, cognitive comprehension by children, promotional appeals, and presentation techniques, the research for this study comprised a content analysis of 1,980 online banner advertisements with reference to use of metaphors, promotional appeals, creative content, and selling techniques. Findings The research study concludes that online advertising to children, in contrast to traditional advertising vehicles, is characterized by (a) a vibrant visual metaphor, (b) surfeit of animated content, (c) interactive features, (d) myriad product types, and (e) creative content for a mixed audience of adults and children. Originality This study argues that the impact and content of the Internet as a new advertising medium are distinctly different from traditional characteristics of television and print.