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本研究通过让33名7岁儿童,35名9岁儿童,36名11岁儿童指认出网页中的广告,研究了儿童的网络广告识别能力。结果发现:尽管7岁儿童能够理解广告的商业性目的,但在识别网络广告上仍有困难;9岁的儿童基本具备识别网络广告的能力;所有儿童在识别动态和非动态广告上的成绩没有显著差异;高年级比低年级儿童能够更多地关注广告的中心信息。研究表明:年龄小的儿童不能很好的提取并运用广告相关的知识来识别广告。
This study explored children’s online advertising recognition by targeting 33 children aged 7, 35 9 and 36 11-year-olds to identify ads on the web pages. The results showed that although 7-year-olds understood the commercial purpose of advertising, there were still difficulties in identifying online advertisements; 9-year-olds basically had the ability to identify online advertisements; and all children did not recognize the dynamic and non-dynamic advertisements Significant differences; higher grades than younger children can pay more attention to advertising center information. Research shows that young children can not extract and use advertising-related knowledge to identify advertisements.