On Thursday June 25, Dr. Sanne Opree from the Department of Media & Communication has received the Baschwitz Young Scholar Award at Amsterdam School of Communication Research.
As a former ASCoR PhD researcher, Opree qualified for this award with her peer-reviewed journal article Children’s Advertising Exposure, Advertised Product Desire, and Materialism: A Longitudinal Study, which was co-written by Moniek Buijzen, Eva Van Reijmersdal and Patti Valkenburg and published in 2014. Opree’s article was named as the winning article by a committee of three scholars from different universities.
The aforementioned article addresses an important question in the debate on the ethics of child-directed advertising: Does advertising foster materialism? Opree and her colleagues conducted a longitudinal survey among 466 children between the ages of 8 and 11. Their results show that advertising exposure evokes greed for advertised products, and that this greed transcends into materialism.
Publication
Opree, S.J., Buijzen, M., Van Reijmersdal, E. A. & Valkenburg, P.M. (2014). Children’s Advertising Exposure, Advertised Product Desire, and Materialism: A Longitudinal Study. Communication Research, 41(5), 717-735. doi: 10.1177/0093650213479129