It has been traditionally estimated that children begin to understand the persuasive intent of advertising at about the age of 8 which is when they acquire the skills of adult consumers. The ability to identify and interpret the persuasive content that minors are exposed to via mobile phones was analyzed through semi-structured interviews of children aged 10 to 14 years along with their parents in 20 households. Although minors seem to be able to recognize the persuasive intent of advertising, this does not necessarily mean that they have a deep understanding of the new digital formats that combine persuasion and entertainment. Data analysis of the interviews shows low recognition of the persuasive intent of commercial messages that are not explicitly identified as such, particularly on social networks. Data collected after minors viewing of different examples allowed researchers to conclude that standardized advertising is mainly identified by its format. Three levels of advertising processing were detected in minors: the liking of the advertisement, the affinity for the advertised product, and the ability to contrast the claims with searches for comments, forums or opinions of influencers. Recent research verified that conceptual knowledge of the persuasive intention of the advertising does not suffice for minors to interpret the message, a fact that must be taken into account when developing advertising literacy. For parents, the amount of time spent on these devices and the type of use minors make of their cellphones or the relationships they establish on them are more relevant than exposure to advertising itself.

中文翻译：

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当广告变得隐形时：未成年人使用手机时的广告素养

传统上估计，儿童大约在 8 岁时开始了解广告的说服意图，此时他们获得了成年消费者的技能。通过对 20 个家庭 10 至 14 岁儿童及其父母的半结构化访谈，分析了识别和解释未成年人通过手机接触到的有说服力的内容的能力。尽管未成年人似乎能够识别广告的说服意图，但这并不一定意味着他们对说服和娱乐相结合的新数字格式有深刻的理解。访谈的数据分析显示，对于未明确识别的商业信息的说服意图的识别度较低，尤其是在社交网络上。未成年人观看不同示例后收集的数据使研究人员得出结论，标准化广告主要由其格式识别。在未成年人中检测到三个级别的广告处理：对广告的喜爱、对广告产品的亲和力，以及将声明与搜索评论、论坛或影响者意见进行对比的能力。最近的研究证实，对广告说服意图的概念性知识不足以让未成年人解读信息，这是培养广告素养时必须考虑的事实。对于父母来说，在这些设备上花费的时间以及未成年人使用手机的类型或他们在手机上建立的关系比接触广告本身更重要。