This is Advertising! Effects of Disclosing Television Brand Placement on Adolescents

Eva A. van Reijmersdal*, Sophie C. Boerman, Moniek Buijzen, Esther Rozendaal

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

49 Citations (Scopus)


As heavy media users, adolescents are frequently exposed to embedded advertising formats such as brand placements. Because this may lead to unwitting persuasion, regulations prescribe disclosure of brand placements. This study aimed to increase our understanding of the effects of disclosing television brand placements and disclosure duration on adolescents’ persuasion knowledge (i.e., recognition of brand placement as being advertising, understanding that brand placement has a persuasive intent and critical attitude toward brand placement) and brand responses (i.e., brand memory and brand attitude). To do so, an earlier study that was conducted among adults was replicated among adolescents aged 13–17 years (N = 221, 44 % female). The present study shows that brand placement disclosure had limited effects on adolescents’ persuasion knowledge as it only affected adolescents’ understanding of persuasive intent, did not mitigate persuasion, but did increase brand memory. These findings suggest that brand placement disclosure has fundamentally different effects on adolescents than on adults: the disclosures had less effects on activating persuasion knowledge and mitigating persuasion among adolescents than among adults. Implications for advertising disclosure regulation and consequences for advertisers are discussed.

Original languageEnglish
Pages (from-to)328-342
Number of pages15
JournalJournal of Youth and Adolescence
Issue number2
Publication statusPublished - 1 Feb 2017
Externally publishedYes


  • Adolescents
  • Advertising
  • Brand placement
  • Disclosure
  • Forewarning
  • Persuasion knowledge


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