Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna series

Beatriz Feijoo; Isabel Pavez

doi:10.15581/003.32.37835

Beatriz Feijoo e-mail

(Login required) , Isabel Pavez e-mail

(Login required)

PDF (

363) PDF (Español) (

199)

View in DADUN

DOI: https://doi.org/10.15581/003.32.37835

How to Cite

Feijoo, B., & Pavez, I. (1). Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna series. Communication & Society, 32(1), 313-331. https://doi.org/10.15581/003.32.37835

Authors

Beatriz Feijoo e-mail

(Login required)

Universidad de Los Andes, Chile.

Isabel Pavez e-mail

(Login required)

Universidad de Los Andes, Chile.

Abstract

695

Advertising on the web has taken new forms (Malin, 2011; Susarla, Oh & Tan, 2012). In this context, videos which appear playful but which have an advertising objective, have positioned themselves as the new trend (Craig & Duncan, 2017; Marsh, 2015) and have penetrated the web space for an increasing number of Internet users, particularly among children (Davies, Coleman & Livingstone, 2014). However, the type and variety of videos with advertising intention that YouTube leads users to when searching for generic audiovisual content for children’s audience is unclear. This paper uses a mixed methods approach to analyze the content and visuals present in undercover advertising videos from a sample of 143 videos prompted by the keywords Soy Luna, a popular Disney Channel series. The main findings are that three types of sources provide this type of content, namely official channels, YouTubers channels devoting space to the series and its merchandising, and to a greater extent toy exhibition channels. Also, the format appearance and characteristics of the videos make it difficult for users to tell them apart from advertising, as they introduce a novel narrative, incorporate playful twists and appear to be associated to the series. These features go beyond the use of YouTube standardized advertising formats, such as graphic ads, overlays or advertising spots which can be skipped.

Keywords

Advertising, children, internet, new media, video, YouTube, Disney.

References

An, S. & Kang, H. (2014). Advertising or games? Advergames on the internet gaming sites targeting children. International Journal of Advertising, 33(3), 509-532. https://doi.org/10.2501/IJA-33-3-509-532.

Andersen, L. P., Tufte, B., Rasmussen, J. & Chan, K. (2008). The Tweens Market and Responses to Advertising in Denmark and Hong Kong, Young Consumers, 9(3), 189-200. https://doi.org/10.1108/17473610810901624.

Andreu, J. (2002). Las técnicas de análisis de contenido: una revisión actualizada. Sevilla: Fundación Centro de Estudios Andaluces.

Aznar, H. (2005). Pautas éticas para la comunicación social. Universidad Cardenal Herrera- CEU y Fundación Universitaria San Pablo-CEU.

Bauer, M. (2000). Classical Content Analysis: a Review. In M. Bauer & G. Gaskell (Eds.), Qualitative researching with text, image and sound: a practical handbook (pp. 131-151). London: SAGE.

Bell, P. (2002). Content analysis of visual images. In T. van Leeuwen & C. Jewitt (Eds.), Handbook of Visual Analysis (pp. 10-34). London: SAGE.

Berger, A. (1998). Media research techniques (2nd Ed.). London: SAGE.

Bernal, C. (2010). Metodología de la Investigación (3rd Ed.). Bogotá: Pearson Educación.

Bringué, X. & Sádaba, C. (2009). La generación interactiva en España. Niños y adolescentes ante las pantallas. Madrid: Ariel & Fundación Telefónica.

Bringué, X. (2001). Publicidad infantil y estrategia persuasiva: un análisis de contenido. Zer- Revista de Estudios de Comunicación, 10, 107-130.

Calson, L. & Grossbart, S. C. (1990). Parental style and consumer socialization of children. Journal of Consumer Research, 17, 804-812.

Chen, Y., Zhu, S., Xu, H. & Zhou, Y. (2013). Children’s Exposure to Mobile In-App Advertising: An Analysis of Content Appropriateness, 2013 International Conference on Social Computing, Alexandria, VA. IEEE Computer Society. https://doi.org/10.1109/ SocialCom.2013.36.

Correa, T., Straubhaar, J., Chen, W. & Spence, J. (2015). Brokering new technologies: The role of children in their parents’ usage of the internet. New Media & Society, 17(4), 483-500. https://doi.org/10.1177/1461444813506975.

Costas, N. (2016). ‘Soy Luna’ (1,5 %) baja en su segunda emisión, pero se mantiene como lo más visto de Disney Channel. Formulatv. Retrieved from http://www.formulatv.com/noticias/54907/audiencias-tdt-5-abril-soy-luna-baja-masvisto- disney-channel/.

Craig, D. & Duncan, S. (2017). Toy unboxing: Living in an( Unregulated) Material World. Paper presented at International Communication Association Conference, San Diego, May 28th.

Diwanji, V. & Lee, J. (2017). Conquering the YouTube Content Battlefield: An Empirical Analysis of the Effects of Branded Advertising versus User-Generated Vlogs on the Viewers’ Buying Intentions. Paper presented at International Communication Association Conference, San Diego, May 28th.

Esterberg, K. (2002). Qualitative methods in social research. Boston: McGraw-Hill.

Feijoo, B. (2015). La infancia ante las pantallas: Análisis del consumo de medios audiovisuales (Tv, videojuegos e internet) entre los niños gallegos de último curso de primaria en 2010 (tesis doctoral inédita). Universidade de Vigo, Pontevedra.

Figueroa, N. (2017). Soy Luna: las cifras e historia del fenómeno de Disney que aterriza con 6 shows en Chile. Teletrece. Retrieved from http://www.t13.cl/noticia/tendencias/espectaculos/soy-luna-claves-del-fenomenodisney- aterriza-6-shows-chile Denzin, N. & Lincoln, Y. (2005). The SAGE handbook of qualitative research (3rd Ed.). Thousand Oaks, London: SAGE.

Duffett, R. (2015). The influence of Facebook advertising on cognitive attitudes amid Generation Y. Electronic Commerce Research, 15(2), 243-267. https://doi.org/10.1007/ s10660-015-9177-4.

Hargittai, E. & Hinnant, A. (2008). Digital inequality: Differences in young adults’ use of the Internet. Communication Research, 35(5), 602-621. https://doi.org/10.1177/ 0093650208321782.

Hernández, R., Fernández, C. & Baptista, P. (2010). Metodología de la investigación. México: McGraw Hill/Interamericana Editores.

Instituto Nacional de Estadísticas (INE). (2016). Encuesta sobre Equipamiento y Uso de Tecnologías de Información y Comunicación en los Hogares. Retrieved from http:// www.ine.es/dyngs/INEbase/es/operacion.htm?c=Estadistica_C&cid=1254736176741&me nu=ultiDatos&idp=1254735976608.

Jenkins, H. (2006). Convergence Culture. Where Old and New Media Collide. New York: New York University.

Livingstone, S. & Helsper, E. (2007). Gradations in digital inclusion: children, young people and the digital divide. New Media & Society, 9(4), 671-696. https://doi.org/10.1177/ 1461444807080335.

Livingstone, S. (2003). Children’s use of the internet: Reflections on the emerging research agenda. New Media & Society, 5(2), 147-166. https://doi.org/10.1177/1461444803005002001.

Livingstone, S. (2009). Young people and the new media: Processes of diffusion, appropriation and use. Translated into German, in Angela Schorr (Ed.), Grundlagen der Jugendmedienforschung – fünf Perspektiven, (pp. 301-333). Opladen: Westdeutscher Verlag. Retrieved from https://pdfs.semanticscholar.org/ab7d/ b043c5b7c4d12956307113421453d4397ad9.pdf.

Loizos, P. (2000). Video, film and photographs as research documents. In M. Bauer & G. Gaskell (Eds.), Qualitative researching with text, image and sound: a practical handbook (pp. 93-107). London: SAGE.

Martín, A. (2016). Soy Luna, de la televisión a YouTube y de vuelta a la tele. El País. Retrieved from https://elpais.com/cultura/2016/09/29/television/1475168997_945872.html.

McNeal, J. U. (1992). Kids as Customers: A Handbook of Marketing to Children. New York: Lexington Books.

Monteagudo, M. J. (2007). El ocio en la investigación actual. Una lectura desde ámbitos, disciplinas, grupos de población y contextos geográficos. Bilbao: Universidad de Deusto.

Pérez Alonso-Geta, P. M. & Sánchez Peris, F. (2010). Estudio sobre el comportamiento de los consumidores de juegos y juguetes (8-12 años): valores, perfiles y preferencias. Retrieved from http://www.observatoriodeljuego.es/db_archivos/11_4.pdf.

Ruiz San Román, J. A. (2011). La protección de los menores en el artículo 7 de la Ley 7/2010 General de la Comunicación Audiovisual. Análisis y discusión crítica. Nueva Época, 6, 1- 12.

Salgado Carrión, J. A. (2006). La presencia de la televisión en los hábitos de ocio de los niños. Madrid: Fundación Autor, D.L.

Sandberg, H. (2011). Tiger Talk and Candy King: Marketing of Unhealthy Food and Beverages to Swedish Children. Communications – European Journal of Communication Research, 36(2), 217-244. https://doi.org/10.1515/comm.2011.011.

Silverman, D. (2013). Doing qualitative research (4th Ed.). London: SAGE.

Stald, G., Green, L., Barbovski, M., Haddon, L., Mascheroni, G., Ságvári, B., Scifo, B. & Tsaliki, L. (2014). Online on the mobile: Internet use on smartphones and associated risks among youth in Europe. London: EU Kids Online, LSE. Retrieved from http://www.lse.ac.uk/media@lse/research/EUKidsOnline/EU %20Kids %20III/Reports/MobileReport.pdf Televisión.com.ar (2016). El final de Soy Luna lideró el rating en Latinoamérica. Television.com.ar. Retrieved from http://television.com.ar/el-final-de-soy-luna-lideroel- rating-en-latinoamerica/28988.

Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95-112. https://doi.org/10.1080/ 00913367.2013.774610.

Trinidad, R. & Zlachesvsky, N. (2013). Jugar en contextos tecnológicos: uso y disfrute de internet por niños y niñas de 8 a 10 años en Argentina, Paraguay y Perú. Contratexto, 21, 211-227.

Valvi A. C. & West D. C. (2015) Mobile Applications (Apps) in Advertising: A Grounded Theory of Effective Uses and Practices. In K. Kubacki (Ed.), Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 349-352). Cham: Springer International Publishing.

Wang, B., Kim, S. & Malthouse, E. C. (2016). Branded apps and mobile platforms as new tools for advertising. In R. E. Brown, V. K. Jones & M. Wang (Eds.), The new advertising: Branding, content, and consumer relationships in the data-driven social media era (vol. 2, pp. 123-156). Santa Barbara, CA: ABC-CLIO.

Metrics

Details

Issue

Vol 32 No 1 (2019) + Special Issue: Credibility and Trust in Post-Truth Times and the Network Society

Section

Articles

RIGHTS TRANSFER

By submitting the article for evaluation and subsequent publication in Communication & Society, the AUTHOR exclusively assigns the rights of public communication, reproduction, distribution and sale for commercial exploitation to the University of Navarra through its Publications Service, for the maximum legal term in force -the entire life of the author and seventy years after his death or declaration of death-, in any country, and in any of the current and future edition modalities, both in print and electronic versions.

In the event that the article is not accepted for publication , this transfer of rights lapses with the communication of the refusal to the AUTHOR.

The AUTHOR affirms that the article is unpublished, that it has not been sent simultaneously to another publication medium and that the rights have not been transferred exclusively previously. He is responsible to the University of Navarra through its Publications Service for the authorship and originality of his work, as well as for all pecuniary charges that may arise for the University of Navarra through its Publications Service, in favor of third parties due to actions, claims or conflicts arising from the breach of obligations by the AUTHOR.

Article Sidebar

Main Article Content

Authors

Abstract

Keywords

References

Metrics

Details

Article Details

RIGHTS TRANSFER