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Children and Advertising

Children and Advertising. Do Children Understand the Purpose of Advertising?. Background. Advertisements that target children are on the rise Children are a highly influential market Children as young as 8 make their own purchases. Previous Studies. Ads provide information.

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Children and Advertising

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  1. Children and Advertising Do Children Understand the Purpose of Advertising?

  2. Background Advertisements that target children are on the rise Children are a highly influential market Children as young as 8 make their own purchases

  3. PreviousStudies Ads provide information Children over 11 are susceptible to advertisement Children are superficial until age 8 Recognize ad after a short exposure at ages 6-10

  4. The Study • Use both verbal and pictorial techniques to get a better understanding of children’s knowledge about advertisements

  5. Methods • Mixed Design • Participants

  6. Method • Materials • Procedure

  7. Ads are a break from the program Ads are just to enjoy Ads tell us about new products Ads are to try and sell us something

  8. Results • Unprompted responses showed that 2/3 of 10-year-olds were able to understand the persuasive purpose of advertising. • In contrast, nearly 50% of 7-year-olds did not reach this level of understanding. One-quarter simply answered, “I don’t know”

  9. Results • When prompted with the pictures the younger children where twice as likely to identify the informational importance of advertising. • 1/5 of 7-year-olds and 2/3 of 10-year-olds were able to demonstrate an unprompted understanding of the selling intent of advertisements • Therefore the study supports previous findings that by the age of 8 years children show an awareness of the selling intent.

  10. Discussion • a greater understanding of the persuasive intent of advertising than in previous studies • Pictures made a great impact because children were unable to articulate their thoughts

  11. Cautions • Children may have answered what they think the researcher wanted to hear rather than what they think • The way the questions were worded may have influenced the child’s results

  12. Conclusions • Young children can be greatly influenced by persuasive advertisements • The use of pictures allowed children to demonstrate their knowledge of what advertisements were for when they lacked the development ability to articulate it

  13. Article Children's understanding of advertising: an investigation using verbal and pictorially cued methods (p 617-628)
Laura Owen, Susan Auty, Charlie Lewis, Damon Berridge
Published Online: Oct 16 2007 http://www3.interscience.wiley.com.proxy.library.oregonstate.edu/journal/117885203/issue

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