Children's attitudinal reactions to TV advertisements: the African experience

This paper is aimed at exploring African children’s attitudinal reactions to television advertisements.

Children’s attitudinal reactions to TV advertisements: the African experience

Ayantunji Gbadamosi

University of East London

Robert E. Hinson

University of Ghana

Eddy K. Tukamushaba

Hong Kong Polytechnic University

Irene Ingunjiri

Strathmore University

Introduction

Advertising to children as a topic has attracted the attention of many commentators and researchers, and is increasingly becoming a vital subject among marketers. This is not surprising as evidence suggests that children constitute a major market for commercial organisations (Nairn et al.2008) and their roles in family purchases cannot be trivialised (McNeal 1999; McNeal & Yeh 2003; Young 2003; Shoham & Dalakas 2005; Gbadamosi 2007)....

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