Chinese children’s attitudes towards television advertising: truthfulness and liking

James U. McNeal and Kara Chan

This benchmarking study examines Chinese children’s perceived truthfulness of and liking for television advertising in three Chinese cities with different developmental levels of advertising.

Chinese Children's Attitudes Towards Television Advertising: Truthfulness And Liking

Kara Chan Hong Kong Baptist UniversityJames U. McNeal Peking University

INTRODUCTION

Advertisers target children because of their high disposable income, their influence on parental purchases, their early establishment of loyalty to certain brands, and a conventional wisdom that they buy products on impulse (Fox 1996; McNeal 1999). Many parents and critics fear that children are overly susceptible to commercial appeals because young viewers lack the necessary cognitive skills to process...

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