Navigating the Evolving Landscape of Advertising: Implications for Children

We currently find ourselves in a rapidly evolving technological, social, and communicative landscape, undergoing a profound transformation. This transformation has far-reaching effects, not only on the content of news but also on the realm of entertainment. Commercial communication is not immune to phenomena like hybridization, which blurs the boundaries between various media forms and combines formats to meet the expectations of both brands and audiences. Increasingly, brands are expected to communicate with a purpose, aiming to make a positive contribution to society. Of all social groups, it is particularly crucial to examine children and teenagers who are in the process of shaping their identities. This investigation is not only imperative to safeguard their rights but also because this demographic represents one of the largest consumers of media, resulting in significant exposure to advertising. As a result, various advertising formats have emerged, fusing advertising with entertainment content (referred to as ‘advertainment’) and games (‘advergaming’). These formats frequently involve influencers as central figures and are in a constant state of evolution. Examples encompass phenomena like ‘room tours,’ ‘unboxing,’ and ‘get ready with me,’ which extend beyond traditional media channels in a transmedia manner. Considering the extensive and diverse nature of this phenomenon on a global scale, this chapter explores the primary formats that resonate with young audiences, including social networks, advergaming, and branded content. We also showcase some advertising campaigns to provide insights into what young audiences can anticipate from these hybrid formats and brand messages.