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

Kara Chan
Hong Kong Baptist University
James 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 the highly persuasive messages and make appropriate judgements about them (Choate 1975). Educators and researchers have attempted to design programmes that will teach children about the intent of advertising and help them construct defences against commercials' messages (Pecora 1995).