Download e-book for kindle: Advertising to Children on TV: Context, Impact, and by Barrie Gunter

By Barrie Gunter

ISBN-10: 0805844880

ISBN-13: 9780805844887

Predicament is turning out to be in regards to the effectiveness of tv ads legislation within the mild of technological advancements within the media. the present speedy development of television structures in terrestrial, sattelite, and cable codecs will quickly stream into electronic transmission. those all provide possibilities for better commercialization via advertisements on media that experience no longer formerly been exploited. In democratic societies, there's a rigidity among freedom of speech rights and the damage that may be performed to young children via advertisement messages. This booklet explores all of those matters and appears to the long run in contemplating how potent codes of perform and law will develop.

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Concluded that this percentage of children was slightly above chance and went on to say that the children had some understanding of advertising. However, this is not a valid conclusion because children were scored as correct if they chose either of two out of the three pictures, and if they had guessed randomly, the children would have scored 66% correct. The figure of 69% found by Bijmolt et al. was therefore not significantly better than chance and no conclusions can be drawn from their results.

Advertisers encourage children to view products such as toys as fun, whereas parents are approached via a more educational route to persuade them to consider toys as learning tools (Szymanski, 2002). The developmental stages of children are familiar to marketers and inform subsequent promotional activities. For example, toys may be advertised to certain age groups as helping to improve abilities such as thinking, social skills, motor skills, or character development. According to Szymanski (2002), however, the appeal that is most attractive to children is simply fun.

One of the studies that has been frequently cited as evidence for early understanding of persuasive intent was carried out by Donohue et al. (1980) and used a nonverbal method. " After seeing the advertisement, children were asked to choose between two pictures to indicate what "Toucan Sam" wanted them to do. The choice was between a picture of a woman and child selecting the cereal in a shop and a picture of a child watching television that did not feature the cereal. If children chose the shopping sketch, it was assumed that they understood that the purpose of the advertisement was to persuade people to buy the product.

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Advertising to Children on TV: Context, Impact, and Regulation by Barrie Gunter


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