Advertising in Digital Games: A Review from the Perspective of Children and Parents

Year 2020, , 1241 - 1261, 24.07.2020

Burçe Akcan , Arzu Kazaz

https://doi.org/10.17680/erciyesiletisim.706046

Cited By: 1

Abstract

The problem of this study, which is based on understanding the interactions of children with the brands in digital games, is to understand children’s recognition of the brands in digital games with the variables of the type of advertisement, in-game factors and screen time. In this qualitative study, a two-session focus group interview was conducted with the children and their mothers separately. Children are important for this study due to their age, because on the one hand, they go through the consumer socialization process, and on the other hand, since they do not have the ability to separate media content from commercial content, they are exposed to ads. As a result of the study, it is observed that parents were in conflict with their children regarding screen time management and they interfere with their children’s screen time. However, a significant part of the parents is not aware of the ads in digital games and do not consider in-game advertising as a risk factor for their children. Additionally, it is seen that the high prevalence of unhealthy food advertisements in digital games causes children to make unreasonable demands and this is considered as a serious issue in a process they learn to be a consumer.

Keywords

Advertising, In-Game Advertising, Children, Zula, Brand Awareness

Dijital Oyunlarda Reklam: Çocuk ve Ebeveyn Perspektifinden Bir İnceleme

Abstract

Çocukların dijital oyunlarda yer alan markalarla etkileşimlerini anlamak üzerine kurgulanmış olan bu çalışmanın problemi dijital oyunlarda yer alan markaların çocuklar tarafından tanınma durumlarının reklam türü, oyun içi faktörler ve ekran süresi değişkenleriyle anlaşılmasıdır. Nitel bir tasarıma sahip bu çalışmada iki oturumlu odak görüşme yapılarak çocuklarla ayrı anneleriyle ayrı görüşme yapılmıştır. Çocuklar, yaşları itibariyle bir taraftan tüketici toplumsallaşma sürecinden geçmeleri diğer taraftan medya içeriğini ticari içerikten ayırma becerisine sahip olmadıklarından reklamlar karşısında korunmasız konumda bulunmaları gerekçeleri itibariyle bu çalışma için önem arz etmektedir. Çalışma neticesinde örneklem alınan Zula ’da önemli bir bölümü gıda markalarını içeren çok sayıda oyuniçi reklam olduğu gözlenmiştir. Çalışmaya katılan ebeveynlerin çocukları ile ekran süresi yönetmi hususunda çatışma yaşadığı ve ekran süresine müdahale ettikleri görülmektedir. Buna ek olarak, sağlıksız gıda ürünlerine ait reklamların oyun içerisinde yaygın şekilde bulunmasının çocukların akli olmayan taleplerde bulunmasına neden olduğu görülmektedir ve bu durum çocukların tüketici olmayı öğrendikleri bir süreçte oldukça ciddi bir meseledir.

Keywords

Dijital Oyun, Oyun-İçi Reklam, Çocuklar, Zula, Marka Farkındalığı

References

• Akcan, B., & Gençyürek Erdoğan, M. (2019). Dijital Oyun ve Kişisel Veri. I. Uluslararası Oyun Kongresi Bildiriler Kitabı (Tam Metin) (pp. 34-48). Gaziantep: Vizetek.
• Alvy, L. M., & Calvert, S. L. (2007). Food Marketing on Popular Children’s Web Sites: A Content Analysis. Journal of American Dietetic Association, 4(108), pp. 710-713.
• Atkin, C. K. (1978). Observation of Parent-Child Interaction in Supermarket Decision- Making. Journal of Marketing, 4(42), 41-45.
• Aust, L. A., Bockman, S. A., & Hermansen-Kobulnicky, C. J. (2019). Aust, Luke A.; Bockman,
• Sarah A.; Hermansen-Kobulnicky, Carol J. (2019) One Click Away: Pilot Study of Perceived Academic Impact of Screen Time among Pharmacy Students. Currents in Pharmacy Teaching and Learning., 1(11), 565-570.
• Bahçeşehir University. (2017, March 10). Bahçeşehir Üniversitesi’nden Türkiye’de Bir İlk: ESPOR Bursu. Retrieved November 15, 2019, from BAU-Bahçeşehir Üniversitesi: Bahçeşehir Üniversitesi’nden Türkiye’de Bir İlk: ESPOR Bursu
• Baiden, P., Tadeo, S. K., & Peters, K. E. (2019). The Association between Excessive Screen- Time Behaviors and Insufficient Sleep among Adolescents: Findings from the 2017 Youth Risk Behavior Surveillance System. Psychiatry Research(281), 1-8.
• Baytar, O. (2013). İzlerkitlenin Medyadaki Aşırı Enformasyon Sorununa Bakışı. AJIT-e: Online Academic Journal of Information Technology, 4(11), pp. 35-55.
• Bond, R. (2020). Social Network Determinants of Screen Time among Adolescents. The Social Science Journal.
• Brody, G. H., Stoneman, Z., Lane, T. S., & Sanders, A. K. (1981). Television Food Commercials Aimed at Children, Family Grocery Shopping, and Mother-Child Interactions. Family Relations. Family Relations, 3(30), pp. 435-439.
• Calvert, S. L. (2008). Children as Consumers: Advertising and Marketing. The Future of Children, 1(18), 205-234.
• Calvert, S. L., Staiano, A. E., & Bond, B. J. (2013). Electronic Gaming and the Obesity Crisis. New Directions for Child and Adolescent Development.(139), pp. 51-57.
• Chamberlain, L. J., Wang, Y., & Robinson, T. N. (2006). Does Children’s Screen Time Predict Requests for Advertised Products: Cross-Sectional and Prospective Analyses. Arch Pediatr Adolesc Med., 4(160), pp. 363-368.
• Christodoulou, G., Majmundar, A., Chou, C.-P., & Pentz, M. A. (2020). Anhedonia, Screen Time, and Substance Use in Early Adoescents: A Longitudinal Mediation Analysis. Journal of Adolescence, 1(78), 24-32.
• Costigan, S. A., Barnett, L., Plotnikoff, R. C., & Lubans, D. R. (2013). The Health Indicators Associated with Screen-Based Sedentary Behavior Among Adolescent Girls: A Systematic Review. Journal of Adolescent Health, 1(52), pp. 382-392.
• Culp, J., Bell, R. A., & Cassady, D. (2010). Characteristics of Food Industry Web Sites and “Advergames” Targeting Children. Journal of Nutrition Education and Behavior, 3(42), pp. 197-201.
• Dalton, M. A., Longacre, M. R., Drake, K. M., Cleveland, L. P., Harris, J. L., Hendricks, K., & Titus, L. J. (2017). Child-Targeted Fast-Food Television Advertising Exposure is Linked with Fast-Food Intake among Pre-school Children. Public Health Nutrition, 9(20), pp. 1548-1556.
• Davenport, T. H., & Beck, J. C. (2010). Dikkat Ekonomisi: İş Dünyasının Yeni Değerini Anlamak. (S. Diktaş, Trans.) Istanbul: Optimist.
• Davies, C. A., Vandelanott, C., Duncan, M. J., & van Uffelen, J. G. (2012). Associations of Physical Activity and Screen-Time on Health Related Quality of Life in Adults. Preventive Medicine, 1(55), 46-49.
• de la Ville, V.-I., Brougére, G., & Boireau, N. (2010). How can food become fun? Exploring and testing possibilities. Young Consumers., 2(11), 117-130.
• Ertemel, A. V., & Aydın, G. (2018). Dijital Ekonomide Teknoloji Bağımlılığı ve Çözüm Önerileri. Addicta: The Turkish Journal on Addictions, 4(54), 665-690.
• Faught, E. L., Qian, W., Carson, V. L., Storey, K. E., Faulkner, G., Veugelers, P. J., & Leatherdale, S. T. (2019). The Longitudinal Impact of Diet, Physcial Activity, Sleep, and Screen Time on Canadian Adolescents’ Academic Achievement: An Analysis from the COMPASS Study. Preventive Medicine, 1(125), 24-31.
• Federal Trade Commission. (2012). A Review of Food Marketingto Children and Adolescents. Retrieved June 4, 2019, from Federal Trade Commission: https://www.ftc.gov/ sites/default/files/documents/reports/review-food-marketing-children-andadolescents- follow-report/121221foodmarketingreport.pdf
• Ge, Y., Xin, S., Luan, D., Zou, Z., Bai, X., Liu, M., & Gao, Q. (2020). Independent and Combined Associations Between Screen Time and Physical Activity and Perceived Stress Among College Students. Addictive Behaviors, 1(103), 1-7.
• Haddon, L., Livingtone, S., & EU Kids Online Network. (2012). EU Kids Online: National Perspectives. Retrieved January 5, 2020, from The London School of Economics: http://www.lse.ac.uk/media@lse/research/EUKidsOnline/EU%20Kids%20III/ Reports/PerspectivesReport.pdf
• Hardy, L. L., Denney-Wilson, E., Thrift, A. P., Okely, A. D., & Baur, L. A. (2010). Screen Time and Metabolic Risk Factors Among Adolescents. Arch Pediatr Adolesc Med, 7(164), 643: 649.
• Harrison, K., Moorman, J., Peralta, M., & Fayhee, K. (2017). Food Brand Recognition and BMI in Preschoolers. Appetite, 1(114), pp. 329-337.
• Haselhoff, V., Faupel, U., & Holzmüller, H. H. (2014). Strategies of Children and Parents during Shopping for Groceries. Journal of Consumer Marketing, 2(21), 134-143.
• Jenkins, R. L. (1979). The Influence of Children in Family Decision-Making: Parents’ Perceptions. Advances in Consumer Research, 1(6), 413-418.
• Kalenkoski, C. M., & Pabilonia, S. W. (2012). Kalenkoski, Charlene Marie ve Pabilonia, Sabrina
• Wulff (2012) Time to Work or Time to Play: The Effect of Student Employment on Homework, Sleep, and Screen Time. Labour Economics, 2(19), 211-221.
• Kaur, P., & Singh, R. (2006). Children in Family Purchase Decision Making in India the West: A Review. Academy of Marketing Science Review., 1(8), 1-30.
• Livingstone, S., & Haddon, L. (2009). EU Kids Online: Final Report. Retrieved February 11, 2020, from LSE- London School of Economics: http://www.lse.ac.uk/media@ lse/research/EUKidsOnline/EU%20Kids%20I%20(2006-9)/EU%20Kids%20 Online%20I%20Reports/EUKidsOnlineFinalReport.pdf
• Macklin, M. C. (1996). Preschoolers’ Learning of Brand Names from Visual Cues. Journal of Consumer Research(23), 251-261.
• Marsh, S., Mhurchu, C., & Maddison, R. (2013). The Non-Advertising Effects of Screen- Based Sedentary Activities on Acute Eating Behaviours in Children, Adolescents, and Young Adults: A Systematic Review. Appetite, 1(71), pp. 259-273.
• McNeal, J. (1992). Kids as Customers: A Handbook of Marketing to Children. Lanham: Lexington Books.
• Nguyen, S. P. (2008). An Apple A Day Keeps the Doctor Away: Children’s Evaluative Categories of Food. Appetite, 1(48), pp. 114-118.
• Nørgaard, M. K., & Brunsø, K. (2011). Family Conflicts and Conflict Resolution Regarding Food Choices. Journal of Consumer Behaviour, 1(10), 141-151.
• Ofcom. (2019). Children and Parents: Media Use and Attitudes Report 2018. Retrieved November 14, 2019, from Ofcom: https://www.ofcom.org.uk/__data/assets/pdf_ file/0024/134907/children-and-parents-media-use-and-attitudes-2018.pdf
• Owen, L., Lewis, C., Auty, S., & Buijzen, M. (2013). Is Children’s Understanding of Nontraditional Advertising Comparable to Their Understanding of Television Advertising? Journal of Public Policy & Marketing, 2(32), pp. 195-206.
• Rey-López, J., Vicente-Rodríguez, G., Biosca, M., & Moreno, L. (2008). Sedentary Behaviour and Obesity Development in Children and Adolescent. Nutrition, Metabolism & Cardiovascular Diseases, 1(18), pp. 242-251.
• Richards, R., McGee, T., & Williams, S. M. (2010). Adolescent Screen Time and Attachment to Parents and Peers. Arch Pediatr Adolesc Med, 3(164), 258-262.
• Rizzo, A., Belinda , L., Evan, A. S., & Bolas, M. (2011). Virtual Reality and Interactive Digital Game Technology: New Tools to Address Obesity and Diabetes. Journal of Diabetes Science and Technology, 2(5), pp. 256-264.
• Samur, Y., & Özkan, Z. (2019). Oyun, Oyun Elementleri, Oyun Temelli Öğrenme, Eğitsel Oyun Tasarımı, Dijital Oyunlar, Oyunlaştırma ve Uygulamaları. In Y. K. Türel, Öğretim Teknolojileri (pp. 413-440). Istanbul: Asos.
• Simon, H. (1971). Designing Organizations for an Information-Rich World. Baltimore: The Johns Hopkins Press. In M. Greenberger, Computers, Communication, and the Public Interest (pp. 37-72). Baltimore: The Johns Hopkins Press.
• Smith, R., Kelly, B., Yeatman, H., Moore, C., Baur, L., King, L., . . . Bauman, A. (2019). Advertising Placement in Digital Game Design Influences Children’s Choices of Advertised Snacks: A Randomized Trial. Journal of the Academy of Nutrition and Dietetics, 3(120), pp. 1-9.
• Staiano, A. E., & Calvert, S. L. (2012). Digital Gaming and Pediatric Obesity: At the Intersection of Science and Social Policy. Social Issues Policy Review, 1(6), pp. 54-81.
• Tonta, Y. (2009). BBY220-Bilgi Erişim Sistemleri. Retrieved December 17, 2019, from Hacettepe Üniversitesi: http://yunus.hacettepe.edu.tr/~tonta/courses/ spring2009/bby220/bby220-bilgi-erisim-sistemleri-2009-1.ppt
• Toran, M., Ulusoy, Z., Aydın, B., Deveci, T., & Akbulut, A. (2016). Çocukların Dijital Oyun Kullanımına İlişkin Annelerin Görüşlerinin Değerlendirilmesi. Kastamonu Eğitim Dergisi, 5(24), 2263-2278.
• Twenge, J. M. (2018). i-Nesli. (O. Gündüz, Trans.) Istanbul: Kaknüs.
• Twentify. (2018, December). Ekrandan Arenaya Espor: Türkiye’deki eGamer ve eSporter Profilini Anlama Araştırması. Retrieved October 7, 2019, from Twentify Tüketici Araştırması-İçgörü Temelli Büyüme: https://www.twentify.com/tr/raporlar/ ekrandan-arenaya-espor-arastirmasi
• Valkenburg, P., & Buijzen, M. (2005). Identifying Determinants of Young Children’s Brand Awareness: Television, Parents, and Peers. Applied Developmental Psychology(26), 456-468.
• Wilcox, B. L., Kunkel, D., Cantor, J., Dowrick, P., Linn, S., & Palmer, E. (2004). Report of the APA Task Force on Advertising and Children. Retrieved August 25, 2019, from APA American Psychological Association: https://www.apa.org/pi/families/resources/ advertising-children.pdf
• World Health Organization. (2016). Report of the Commision on Ending Childhood Obesity. Research Report. Retrieved January 3, 2020, from World Health Organization: https://www.who.int/end-childhood-obesity/publications/echo-report/en/
• Yüksel, H. (2012). Enformasyon Toplumu Kuramlarındaki İnsan Tasavvurunun Eleştirel Bir Çözümlemesi. İletişim Araştırmaları(10), pp. 9-46.