Children's general, product and brand-specific attitudes towards television commercials. Implications for public policy and advertising strategy

Dr Ugur Yavas and Dr Glen Riecken

Advertising directed towards children is a controversial topic which has stirred significant debate during the past two decades.

Children's general, product and brand-specific attitudes towards television commercials

Glen Riecken and Ugar Yavas

Advertising directed towards children is a controversial topic which has stirred significant debate during the past two decades. The controversy is especially ferocious over the role of television commercials in influencing children's cognitive, attitudinal and behavioural tendencies. This article reports the results of a survey of 152 children's attitudes towards general, product and brand-specific television commercials. After discussing the implications of the findings, the authors suggest some future research directions.

Advertising remains one of the most emotion-arousing practices of marketing.It has been examined,...

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