In this article, we first compare adolescents’ responses to two formats (easily recognizable versus not easily recognizable) Internet ads. We find that Internet literacy and ad skepticism are necessary for adolescents to effectively apply persuasion knowledge to identify both ad formats. Second, we demonstrate that parental mediation and parents’ levels of Internet skills are critical for children’s development of Internet literacy. As a result, this article advances our understanding of adolescents’ responses to different Internet ad formats and the influential role of parental mediation in facilitating children’s development of such skills.

中文翻译：

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评估青少年对互联网广告的反应：广告怀疑论，互联网素养和父母中介的作用

在本文中，我们首先比较青少年对两种格式（易于识别与不易识别）的Internet广告的反应。我们发现，互联网知识和广告怀疑论对于青少年有效地运用说服知识来识别两种广告格式都是必要的。第二，我们证明了父母的调解和父母的互联网技能水平对于儿童发展互联网素养至关重要。因此，本文提高了我们对青少年对不同互联网广告格式的反应的理解，以及父母调解在促进儿童发展此类技能中的影响作用。