Children's understanding of television advertising: a qualitative approach

In this paper children's understanding of television advertising was explored using focus groups in a qualitative approach. None of the 6 year olds, a minority of the 8 year olds and by no means all of the 10 year olds were able to articulate an understanding of the persuasive nature of adverti...

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Bibliographic Details
Published inJournal of marketing communications Vol. 9; no. 2; pp. 59 - 71
Main Authors Oates, Caroline, Blades, Mark, Gunter, Barrie, Don, Jacquie
Format Journal Article
LanguageEnglish
Published Taylor & Francis Group 01.06.2003
Subjects
broadcasting practices
children and advertising
television
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Summary:In this paper children's understanding of television advertising was explored using focus groups in a qualitative approach. None of the 6 year olds, a minority of the 8 year olds and by no means all of the 10 year olds were able to articulate an understanding of the persuasive nature of advertising. It was concluded that children's understanding of the persuasive intent of television advertising is less well developed than previously thought, challenging current marketing perspectives. These findings raise questions for European legislation, UK broadcasting practices and for advertisers and manufacturers who target children.
ISSN:1352-7266
1466-4445
DOI:10.1080/1352726032000080858