Resumen de Do online ad breaks clearly tell kids that advergames are advertisements that intend to sell things?

Soontae An, Hannah Kang

• Advergames, blending advertising messages with interactive games, aggressively target young children online. Due to the immersive and embedded nature of commercial messages in advergames, it is important to provide a cue to trigger children�s persuasion knowledge of the marketplace and advertising. The purpose of this study was to analyse the format, content and characteristics of online ad breaks. The results showed that many websites do not provide any type of ad break. Furthermore, the content and characteristics of ad breaks revealed problems of low visibility, readability and deficiency in terms of stating the commercial intent of advergames­.