Children and Television Advertisement: Understanding the extent of Persuasive Intent

The present was undertaken to test the children's perceived truthfulness, liking and attention of television advertising in India. A convenience sample of 100 children (aged 4 to15) was personally-interviewed. The study indicates that children perceived truthfulness differ by gender and their u...

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Bibliographic Details
Published inThe Business & Management Review Vol. 2; no. 1; p. 264
Main Authors Pandey, Akhilesh Chandra, Soodan, Vishal
Format Conference Proceeding
LanguageEnglish
Published London Centre for Business & Economic Research 01.02.2012
Subjects
Attitudes
Children & youth
Cognitive ability
Cognitive development
Commercials
Communication
Credibility
Families & family life
Information sources
Mediation
Parents & parenting
Perceptions
Product development
Studies
Television advertising
India
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Summary:The present was undertaken to test the children's perceived truthfulness, liking and attention of television advertising in India. A convenience sample of 100 children (aged 4 to15) was personally-interviewed. The study indicates that children perceived truthfulness differ by gender and their understanding of the purpose of advertisement is better when they grow up. The judgment was mainly derived from their perception of the advertising content. The bases for skepticism about advertising varied by their thought process, older children depended more on personal user experience and younger children relied on others' comments. Indian children reported that their parents often used commercials to teach them about good citizenship and bad products to avoid. [PUBLICATION ABSTRACT]
ISSN:2047-2854
2047-2862