Psychology in the Pub with Hayley Gilman, Keele University

The effects of celebrity advertising and scepticism to advertising on adults

and childrens brand preferences.
Research suggests that as children develop so too does their ability to identify the persuasive nature of
advertisements that use celebrities. The ability to recognise advertising and understand its persuasive and
commercial intent (i.e. realising that ads aim to influence us) has been seen as providing children with
protection against advertisings potential adverse effects. Because it has been assumed that such skills require
the ability to consciously process information about advertising, most research investigating the development
of advertising literacy skills has examined explicit knowledge of advertising - knowledge that is available to
conscious reflection. It may be, however, that implicit processes (our automatic response) also have a part to
play in decision-making. Recently, researchers have begun to question whether being sceptical of advertising
and the tactics they use (e.g. celebrity pairings) actually does make individuals less susceptible to the effects of
advertising. There is still some dispute about exactly when childrens advertising literacy skills emerge and
become adult-like and whether being sceptical of advertising could provide individuals with protection
against advertisings potential adverse effects. My research examines how and when celebrities advertising
brands influence brand judgments in children and adults, and also examines whether scepticism to advertising
influences these decisions.

Wednesday 3rd May 2016 5.30-7.30pm (talk starting

6.00pm)The Glebe, Stoke (35, Glebe St, Stoke-on-Trent, ST4 1HG)