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.
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...