Advertisers keep looking for new opportunities to integrate their messages into content that adults and children are interested in. Think of embedding brands into movies, games, television programs, vlogs, and social media posts. I want to know why this is an effective way to persuade adults and children. Moreover, I would like to contribute to increasing the transparency of these embedded advertising formats and thereby aim for fair persuasive communication.
Eva van Reijmersdal is an Associate Professor of persuasive communication in the Amsterdam School of Communication Research, ASCoR at the University of Amsterdam. Her research focuses on understanding the effects of embedded forms of advertising on adults and children and on how disclosures of sponsorship can inform the audience about the persuasive nature of these formats.