Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna series
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 in...
| Autores: | , |
|---|---|
| Tipo de recurso: | artículo |
| Fecha de publicación: | 2019 |
| País: | España |
| Institución: | Universidad de Navarra |
| Repositorio: | Dadun. Depósito Académico Digital de la Universidad de Navarra |
| Idioma: | inglés |
| OAI Identifier: | oai:dadun.unav.edu:10171/57848 |
| Acceso en línea: | https://hdl.handle.net/10171/57848 |
| Access Level: | acceso abierto |
| Palabra clave: | Advertising children internet new media video YouTube Disney Publicidad niños nuevos soportes vídeos Youtube |
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Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna seriesContenido audiovisual con intención publicitaria en vídeos infantiles en YouTube: el caso de la serie Soy LunaFernández, B. (Beatriz)|||/items/83a1a0ee-9473-4d5a-b074-5343fbb09638Pavez, I. (Isabel)|||/items/983f6f7f-f2bc-48bb-b888-84f244a03812Advertisingchildreninternetnew mediavideoYouTubeDisneyPublicidadniñosinternetnuevos soportesvídeosYoutubeDisneyAdvertising 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.Servicio de Publicaciones de la Universidad de NavarraDadun. Depósito Académico Digital Universidad de Navarra20192019-06-1820192019-01-0120192019-01-0120192019-06-18journal articlehttp://purl.org/coar/resource_type/c_6501info:eu-repo/semantics/articleapplication/pdfapplication/pdfhttps://hdl.handle.net/10171/57848reponame:Dadun. Depósito Académico Digital de la Universidad de Navarrainstname:Universidad de NavarraInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:dadun.unav.edu:10171/578482026-06-21T12:47:57Z |
| dc.title.none.fl_str_mv |
Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna series Contenido audiovisual con intención publicitaria en vídeos infantiles en YouTube: el caso de la serie Soy Luna |
| title |
Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna series |
| spellingShingle |
Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna series Fernández, B. (Beatriz)|||/items/83a1a0ee-9473-4d5a-b074-5343fbb09638 Advertising children internet new media video YouTube Disney Publicidad niños internet nuevos soportes vídeos Youtube Disney |
| title_short |
Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna series |
| title_full |
Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna series |
| title_fullStr |
Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna series |
| title_full_unstemmed |
Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna series |
| title_sort |
Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna series |
| dc.creator.none.fl_str_mv |
Fernández, B. (Beatriz)|||/items/83a1a0ee-9473-4d5a-b074-5343fbb09638 Pavez, I. (Isabel)|||/items/983f6f7f-f2bc-48bb-b888-84f244a03812 |
| author |
Fernández, B. (Beatriz)|||/items/83a1a0ee-9473-4d5a-b074-5343fbb09638 |
| author_facet |
Fernández, B. (Beatriz)|||/items/83a1a0ee-9473-4d5a-b074-5343fbb09638 Pavez, I. (Isabel)|||/items/983f6f7f-f2bc-48bb-b888-84f244a03812 |
| author_role |
author |
| author2 |
Pavez, I. (Isabel)|||/items/983f6f7f-f2bc-48bb-b888-84f244a03812 |
| author2_role |
author |
| dc.contributor.none.fl_str_mv |
Dadun. Depósito Académico Digital Universidad de Navarra |
| dc.subject.none.fl_str_mv |
Advertising children internet new media video YouTube Disney Publicidad niños internet nuevos soportes vídeos Youtube Disney |
| topic |
Advertising children internet new media video YouTube Disney Publicidad niños internet nuevos soportes vídeos Youtube Disney |
| description |
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. |
| publishDate |
2019 |
| dc.date.none.fl_str_mv |
2019 2019-06-18 2019 2019-01-01 2019 2019-01-01 2019 2019-06-18 |
| dc.type.none.fl_str_mv |
journal article http://purl.org/coar/resource_type/c_6501 |
| dc.type.openaire.fl_str_mv |
info:eu-repo/semantics/article |
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article |
| dc.identifier.none.fl_str_mv |
https://hdl.handle.net/10171/57848 |
| url |
https://hdl.handle.net/10171/57848 |
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Inglés eng |
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Inglés |
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eng |
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open access http://purl.org/coar/access_right/c_abf2 |
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info:eu-repo/semantics/openAccess |
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open access http://purl.org/coar/access_right/c_abf2 |
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openAccess |
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application/pdf application/pdf |
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Servicio de Publicaciones de la Universidad de Navarra |
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Servicio de Publicaciones de la Universidad de Navarra |
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reponame:Dadun. Depósito Académico Digital de la Universidad de Navarra instname:Universidad de Navarra |
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Universidad de Navarra |
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Dadun. Depósito Académico Digital de la Universidad de Navarra |
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Dadun. Depósito Académico Digital de la Universidad de Navarra |
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