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The Wacky Adventures of Television Advertising, the Child & Regulation

The Wacky Adventures of Television Advertising, the Child & Regulation. Owen Carter Senior Research Fellow Centre for Behavioural Research in Cancer Control Curtin University Australian Research Council DP0559419. Childhood Overweight.

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The Wacky Adventures of Television Advertising, the Child & Regulation

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  1. The Wacky Adventures of Television Advertising, the Child & Regulation Owen Carter Senior Research Fellow Centre for Behavioural Research in Cancer Control Curtin University Australian Research Council DP0559419

  2. Childhood Overweight 1985 1995 2008 Australian Health and Fitness Survey (1985), National Nutrition Surveys (1995, 2007/2008)

  3. Television Advertising . . . . . . Chapman, K., Nicholas, P., & Supramaniam, R. (2006). How much food advertising is there on Australian television? Health Promotion International, 23(3), 172-180.

  4. Third-Person Perspective

  5. Stages of Awareness 1: Pre-recognition (<5 years)‘Don’t know’Ads are funny’ 2: Intermission (5-6 years)‘Toilet break’‘Give the actors a rest’ 3: Information (6-7 years)‘So you know what’s new’‘So you know where to buy things’ 4: Selling (8+ years)‘So people buy what’s on the ad’‘To sell what’s in the ad’ 5: Persuasion (? years)‘To make you want to buy it’ Cognitive Defence! Cognitive Defence?

  6. Study Aim • To establish the upper age boundary of children who are uniquely vulnerable to televised commercial persuasion

  7. Sample Padbury Midvale Newborough Bassendean Subiaco Brentwood Rossmoyne East Fremantle South Lake Kelmscott

  8. Pound Puppies (2004)

  9. What does Ronald McDonald want you to do?

  10. What does Ronald McDonald want you to do? 8 years old Selling intent majority chance

  11. What are ads on TV for? • Discussion Groups (n=155) • Two independent raters (k=.93) 1: Pre-recognition 2: Intermission 3: Information 4: Selling 5: Persuasion

  12. What are ads on TV for? majority Selling Persuasion Intermission Information Don’t know

  13. Awareness of ‘selling intent’:Nonverbal vs. Verbal Verbal (selling + persuasive) Nonverbal r=.913 p<.001

  14. Upper Boundary of Vulnerability ?

  15. Conclusions • Cognitive defences against advertising • only begin to emerge at 8 years • remain unsophisticated even by 12 years • It is unethical to direct advertising at children of any age (esp. health implicated) • Clear policy implications (e.g., Sweden)

  16. Sage (5 years) Ariel (7 years)

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