Brand Prominence in Advergames: Effects on Children’s Explicit and Implicit Memory

  • Eva A. van Reijmersdal
  • Esther Rozendaal
  • Moniek Buijzen
Part of the European Advertising Academy book series (EAA)


Increasingly, advertisers use techniques that integrate persuasive messages into editorial content, resulting in blurred boundaries between advertising, entertainment, and information (Raney et al., 2003). Many of these techniques aim to reach children: Advergames, branded websites, and brand placements have invaded media targeted toward children (Calvert, 2008; Moore, 2004).


Implicit Memory Explicit Memory Landscape Model Prominent Placement Store Brand 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden 2012

Authors and Affiliations

  • Eva A. van Reijmersdal
    • 1
  • Esther Rozendaal
    • 2
  • Moniek Buijzen
    • 3
  1. 1.University of AmsterdamThe Netherlands
  2. 2.University of AmsterdamThe Netherlands
  3. 3.University of AmsterdamThe Netherlands

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