Chinese children’s attitudes towards television advertising: truthfulness and liking

James U. McNeal and Kara Chan

This benchmarking study examines Chinese children’s perceived truthfulness of and liking for television advertising in three Chinese cities with different developmental levels of advertising.

Marketing to children
Greater China

Chinese Children's Attitudes Towards Television Advertising: Truthfulness And Liking

Kara Chan Hong Kong Baptist UniversityJames U. McNeal Peking University

INTRODUCTION

Advertisers target children because of their high disposable income, their influence...

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