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)....