Children's Knowledge and Interpretation of Commercial Advertising Intentions, Truthfulness and Viewing Habits

Based on theoretical arguments, an empirical study has been conducted with children 8-18 years old to verify hypothesis related to children's understanding of the intention of ads, perception of ads and different types of ads, perception of the credibility of ads, viewing of ads.
  

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...

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