Effects of violent television programmes on advertising effectiveness among young children: Findings from a field experiment of kindergarten samples in South Korea

The aim of this study was to investigate the effects of violent TV programmes on the effectiveness of advertising aimed at children.

Effects of violent television programmes on advertising effectiveness among young children: Findings from a field experiment of kindergarten samples in South Korea

Eunji Cho

University of Wisconsin-Madison

Seung-Chul Yoo

Loyola University, Chicago

Introduction

A wide range of academic studies has shown that viewers experience a variety of psychological responses from watching television programmes (Hoffman & Batra 1991; Norris & Colman 1993). Individuals’ responses from television programmes can in turn impact viewers’ processing of subsequent advertising (Norris & Colman 1993; Potter et al. 2006; Wang & Lang 2012). Specifically, the responses from TV programmes do not immediately cease when advertising...

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