Children's advertising literacy: recognition and understanding of banners and the role of need for cognition and advertising literacy classes

The aim of this study is to examine the online advertising literacy of children (10-12 years). By means of a survey administered to a total of 224 children, we investigate to what extent children are able to recognize a banner ad on a website and understand its persuasive, informational and selling intent. The banners are manipulated on two characteristics: congruence and complexity. Furthermore, the role of need for cognition and advertising literacy classes are examined. Our findings suggest that banners high in congruence and complexity are less easily recognized, compared to banners low in congruence and complexity. So, when it comes to recognition, the ad characteristics are important. As for understanding the commercial intent of advertising, not the ad characteristics but the personality trait need for cognition seems to be meaningful. Finally, advertising literacy classes are found to encourage both the level of recognition and understanding of banners among children.