Abstract

This study uncovers parents’ advertising literacy and their mediation strategies of influencers’ commercial videos that contain media character merchandise. Thirty-five semi-structured interviews were conducted with parents of preschool-aged children currently living in the United States. Few parents could articulate how influencer marketing works on social media in detail. For a majority of parents, influencer marketing was powerful and alluring but also inappropriate for young children. Popular media characters were limitedly discussed as a strategy to attract young children. While multiple mediation strategies were shared, parents with higher affective and moral advertising literacy tended to practice either restrictive mediation or active mediation. Practical implications for scholars and educators are discussed.

摘要

本研究揭示了父母的广告素养及其对包含媒体角色商品的影响者商业视频的调解策略。对目前居住在美国的学龄前儿童的父母进行了 35 次半结构化访谈。很少有父母可以详细说明影响者营销如何在社交媒体上发挥作用。对于大多数父母来说，网红营销是强大而诱人的，但也不适合幼儿。流行的媒体人物被有限地讨论为吸引幼儿的策略。虽然共享了多种调解策略，但具有较高情感和道德广告素养的父母倾向于实施限制性调解或主动调解。讨论了对学者和教育工作者的实际影响。