Orientations to TV advertising among adolescents and children in the US and Japan

Hiroshi Tokinoya, Bradley Greenberg and John Sherry

Adolescents and children in the U.S. and Japan offer an increasingly desirable market segment for advertisers.

Orientations to TV advertising among adolescents & children in the US & Japan

John Sherry, Bradley Greenberg and Hiroshi Tokinoya

Adolescents and children in the US and Japan offer an increasingly desirable market segment for advertisers. Considerable advertising effort targets the youth market because children and adolescents have more disposable income than in the past and are believed to be more fashion and brand-conscious. This study looks at how Japanese and US youth compare on their attitudes towards advertising, allowing for parental mediation and stage of cognitive development. Early adolescents (12 years old) and middle adolescents...

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