Children's Knowledge and Interpretation of Commercial Advertising Intentions, Truthfulness and Viewing Habits
Professor Anne Martensen Ph.DandProfessor Flemming Hansen, econ.Dr.Copenhagen Business School, Denmark
Introduction
Children's ability to understand and interpret ads greatly depends upon their age. The cognitive potential and resources of children, including their ability to remember and recall information from their memory, varies considerably for children of different ages. In discussing how ads affect children, you have to consider the age group in question.
Previous studies (Piaget, 1957; Bahn, 1986; John, 1981; McNeal & ChyonHwa, 1993; Selman, 1980; Barenboim, 1981, Peracchio; 1992) have emphasised...