ABSTRACT

This content analysis explores how often implicit brand integrations occur in YouTube videos that were created for child viewers. The study also investigates how often advertising disclosures appear along with the videos that include brand integration. Results indicate that brand integration occur the most often as a branded product becomes a prop or in the background (i.e. product placement), and this type of brand integration tends to have the least advertising disclosure. Brand integration with influencers actively using/interacting with the branded products in the video (i.e. product integration) followed the official advertising disclosure policy the most. Moreover, product integration was more likely to show the disclosure of advertising at the beginning and the end of the videos than product placement. The blind spot in advertising disclosure policy for implicit brand integration techniques on child-friendly YouTube channels should be reconsidered.

摘要

此内容分析探讨了在为儿童观看者创建的 YouTube 视频中隐含的品牌整合发生的频率。该研究还调查了广告披露与包含品牌整合的视频一起出现的频率。结果表明，当品牌产品成为道具或背景（即产品植入）时，品牌整合最常发生，并且这种类型的品牌整合往往具有最少的广告披露。品牌整合与影响者积极使用视频中的品牌产品/互动（即产品整合）最遵循官方广告披露政策。此外，产品集成比产品植入更有可能在视频的开头和结尾显示广告的披露。