A new scale to assess children's attitude toward TV advertising

Claude Pecheux and Christian Derbaix

Children's opinion of advertising and their general skepticism toward it is of the utmost importance to both practitioners and those responsible for advertising Control.

A New Scale To Assess Children's Attitude Toward TV Advertising

Christian Derbaix and Claude Pecheux Catholic University of Mons, Belgium

From the age of 8 onward, children develop some knowledge about advertising, some skepti­cism ('as they realize that ads are not only enter­taining and informative but are sometimes untruth' [Roedder-John, 1999]). The temptation is high to conclude that once they have acquired this knowl­edge, children will be more critical and therefore less easily influenced by persuasive messages. How­ever,...

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