Work

Just Within the Limits of the Law: Minors from Consumers of Advertising to Creators of Advertising in Spain

Year: 2019

Type: article

Abstract: Children have gone from being consumers of advertising to being creators of advertising.This article provides an overview of the different lines of research on advertising and minors in Spain over the last 10 years and uses it as a basis to argue that the concept of the minor needs to be clarified and multiple regulations need to be unified, which should also be applied to new trends (such as kidgamers and YouTubers).This study highlights the need to find, on a global level, more specialized research lines that are more relevant to current realities, such as the YouTuber advertising that kids are exposed to today.

Source: KOME

DOI: 10.17646/kome.75698.99

Authors: Ricardo Vizcaíno-Laorga, Esther Martínez Pastor, Isabel Serrano Maíllo

Institutions: Universidad Rey Juan Carlos, Universidad Complutense de Madrid

Language: English

Topic: Advertising and Communication Studies

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

Funders: Fundación BBVA, Banco Bilbao Vizcaya Argentaria, Ministerio de Asuntos Económicos y Transformación Digital, Gobierno de España

Award: G4994319255