Videogame advertorials on YouTube – An inquiry on teenagers’ representations and perceptions

Ethique de la publicité rédactionnelle sur Youtube – Faut-il réagir en déontologiste face à la publicité trompeuse

Anthony Galluzzo ()
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Anthony Galluzzo: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: This article deals with the perception of advertorial movies on YouTube among teenagers. This research was conducted in a secondary school, by using video projections and focus groups. It appears that advertorial movies on Youtube are hardly ever perceived as such by teenagers which, once informed, seldom reject them on a moral basis.

Keywords: advertorial; publicity; Youtube; focus groups; videogames; publicité rédactionnelle; influence; entretien collectif; jeux vidéo (search for similar items in EconPapers)
Date: 2016
Note: View the original document on HAL open archive server: https://hal.science/hal-04716593v1
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Published in Revue management & avenir, 2016, 86

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04716593

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