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Chinese children ’ s understanding of television advertising

Chinese children ’ s understanding of television advertising. Kara Chan and James U. McNeal Presented to AAA Denver Conference, 27-30 March 2003 . Research objectives. To study Chinese children ’ s understanding of television advertising

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Chinese children ’ s understanding of television advertising

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  1. Chinese children’s understanding of television advertising Kara Chan and James U. McNeal Presented to AAA Denver Conference, 27-30 March 2003 AAA_children

  2. Research objectives • To study Chinese children’s understanding of television advertising • To study how understanding of TVAs relates with gender, age, extent of television viewing, and level of advertising AAA_children

  3. Why study Chinese children? • 290 million Chinese children under 14 • One child policy since 1979 • Children have great influence on family purchase decisions • Rapid economic growth and commercialization of childhood • Children consider TV a major source of information about new products AAA_children

  4. Advertising in China • Relatively new, since 1979 • Uneven in the nation: Beijing, Shanghai and Guangdong account for 50% of total ad expenditure • A lot of adults’ commercials in children’s TV programs, e.g. May 2002 afternoon programming (70% adult commercials, 30% children commercials) AAA_children

  5. Advertising in China • Much television program sponsorship • Many illegal ads (e.g. 66824 in 2000, among which 39% were illegal outdoor ads and 30% were illegal print ads) AAA_children

  6. Theoretical model • John’s (1999) model of consumer socialization • Increasing understanding of advertising with age: perceptual (3-7), analytical (8-11), reflective (12-15) AAA_children

  7. Hypotheses • H1: understanding increases with age • H2: when the age factor is controlled, children who watch TV more often will have a better understanding of TVA • H3: when the age factor is controlled, children living in a city with a high level of advertising development will have a better understanding of TVA AAA_children

  8. Method • Survey of 1,758 children in 3 urban cities Beijing, Nanjing and Chengdu representing high, medium and low levels of advertising development, respectively • Two schools for each city, randomly select one class in each grade (grade 1 to 6) • Close-ended questionnaire • Grade 1-3, read Q&A to them by researchers AAA_children

  9. Procedure • When we watch TV, some messages occur before and after the television program that are not related to the program. They are called commercials • What are TV commercials? • What do TV commercials want you to do? • Why do TV stations broadcast commercials? AAA_children

  10. What are TV commercials? (%) AAA_children

  11. What do TVC want you to do? (%) AAA_children

  12. Why do stations broadcasts TVC? (%) AAA_children

  13. Understanding by age (%) AAA_children

  14. Result of hypothesis testing, H1: partially supported • Understanding of ‘what are TVC’ increased with age • Understanding of ‘what do TVC want you to do’ increased with age • Understanding of ‘why do TV stations broadcast commercials’ did not increase with age (understanding was high among very young children) AAA_children

  15. Result of hypothesis testing, H2: not supported • Using general linear model • Test TV viewing as main effect or as an interaction effect with age • TV viewing had no main/interaction effect • When age was controlled, children who watched more TV did not have a better understanding of TVC AAA_children

  16. Result of hypothesis testing, H3: not supported • Using general linear model • Test ad level as main effect or as an interaction effect with age • Ad level had significant main effect, but no interaction effect • When age was controlled, children residing in high level of advertising did not have a better understanding of TVC AAA_children

  17. Result of hypothesis testing, H3: not supported • Ad level had significant main effect, but not in the predicted direction • Children residing in Beijing (high ad level) had lower understanding of TV advertising • They mistook TVA as messages to help the audience/care the public AAA_children

  18. Discussion and conclusion • Mainland Chinese children have a high understanding of television advertising, despite the lack of any media literacy program • High understanding of why TV stations carry commercials for money • General increase in understanding with age AAA_children

  19. Future studies • Extend to rural Chinese children • Focus group interview about sources of knowledge about TV commercials AAA_children

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