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Click here, kids! Advertising practices on popular children's Web sites

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Abstract:

This study content analyzed 697 advertisements that appeared on 133 most popular children’s Web sites. The results showed that majority of the Web sites carried advertisements. Most advertisements used graphics and certain enticements to attract children’s attention. Half of the ads contained prompt words to urge children to click on them. Very few ads linked a child to a bridge page/window first before he/she entered an advertiser’s Web page. Compared with their host Web sites, advertisers’ sites had lower percentage of featuring a privacy link, but they were equally likely to collect personal information. It seems that children’s privacy is in greater danger when they visit an advertiser’s Web site. Implications on children’s comprehension of online advertising and future legislation were also discussed.

Most Common Document Word Stems:

children (253), site (238), web (224), ad (208), advertis (185), n (93), privaci (90), onlin (65), link (62), percent (61), page (60), inform (59), 2002 (58), 2001 (51), host (49), polici (46), collect (44), person (43), use (38), 1 (34), 2 (33),

Author's Keywords:

online advertising, children, privacy
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Association:
Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Cai, Xiaomei. and Markiewicz, Kristin. "Click here, kids! Advertising practices on popular children's Web sites" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111900_index.html>

APA Citation:

Cai, X. and Markiewicz, K. L. , 2003-05-27 "Click here, kids! Advertising practices on popular children's Web sites" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111900_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study content analyzed 697 advertisements that appeared on 133 most popular children’s Web sites. The results showed that majority of the Web sites carried advertisements. Most advertisements used graphics and certain enticements to attract children’s attention. Half of the ads contained prompt words to urge children to click on them. Very few ads linked a child to a bridge page/window first before he/she entered an advertiser’s Web page. Compared with their host Web sites, advertisers’ sites had lower percentage of featuring a privacy link, but they were equally likely to collect personal information. It seems that children’s privacy is in greater danger when they visit an advertiser’s Web site. Implications on children’s comprehension of online advertising and future legislation were also discussed.

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Document Type: .PDF
Page count: 36
Word count: 9106
Text sample:
Advertising on Children’s Web Sites 1 Click here kids! Advertising practices on popular children’s Web sites The Internet continues to draw people in. As of April 2002 nearly 166 million Americans were online which consisted of 59 percent of the population (Nielsen//NetRatings 2002). Children are part of this growing wired population. They access the Internet at home and at school. Nearly all public schools in the US (99%) have Internet access (National Center for Educational Statistics 2002). At-home-access is
Audience Children Adults General Privacy Have privacy 256 (44%) 73 (13%) 255 (44%) link No privacy link 10 (12%) 15 (18%) 58 (70%) 2 (2 N=667)=30.77 df=2 p<.001 Table 5: Relationship between Collection of Personal Information and Identification of Ads Identification of Ads Yes No Collection Yes 171 (27%) 457 (73%) No 33 (48%) 36 (52%) 2 (1 N=697)=12.74 p<.001


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