New PDF release: Advertising to Children on TV: Context, Impact, and

By Barrie Gunter

ISBN-10: 0805844880

ISBN-13: 9780805844887

Drawback is growing to be concerning the effectiveness of tv advertisements law within the mild of technological advancements within the media. the present swift development of television systems in terrestrial, sattelite, and cable codecs will quickly stream into electronic transmission. those all supply possibilities for better commercialization via ads 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 will be performed to young ones via advertisement messages. This e-book explores all of those matters and appears to the longer term in contemplating how potent codes of perform and rules will develop.

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1980) might have overestimated children's abilities because they showed children one picture (the shopping trip) that included the cereal product that the children had seen in the advertisement and one that did not (the child watching a television). The children in Donohue's experiment may have chosen the shopping trip picture because it was the only one that included the product they had just seen in the television advertisement. If so, this might indicate some recognition of the product but did not necessarily mean that the children understood the nature of the advertisement.

81). This effect was most noticeable for the three- and four-year-old children. Levin and Anderson (1976) also found that the visual attention of young children shifted when a commercial break interrupted a program. Attention can be observed directly, as in the studies discussed, or children and/or parents can be asked to report viewing behavior. Parents often estimate higher levels of children's attention to television advertising than more independent observers. This may be because of less rigorous measures being used and a reliance on memory.

The cereal product was present in all three play areas. The children were shown all the play areas, and then they were asked to show what the advertisement wanted them to do. Macklin scored the children for acting out a shopping event or indicating that the cereal should be bought. None of the three- and four-year-olds gave any indication of purchasing behavior, but six (out of 15) five-year-olds did so. On the basis of this result, Macklin suggested that the five-year-olds had some understanding of the purpose of advertising.

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


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