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

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...