Advertising to Children on TV: Content, Impact, and Regulation

By Barrie Gunter; Caroline Oates et al. | Go to book overview

3
Children's Early Understanding
of Television Advertisements

Concerns about young children's lack of understanding of television advertising have frequently been voiced by parents, regulatory bodies, and politicians who, in turn, have been reassured by advertisers and marketers that children fully understand such advertising and there is no need for further research or regulation. In publications such as Marketing (Hanson, 2000) and Marketing Week (Shannon, 2000), marketing practitioners have defended advertising to children, citing research claims that children as young as three or four years of age understand that advertising has a persuasive agenda (e.g., Donohue, Henke, & Donohue, 1980; Gaines & Esserman, 1981). On the other hand, Sweden has defended its current policy of banning television advertising to under-12s by stating they have difficulty in understanding the purpose of advertising (Bjurstrom, 1994; Edling, 1999). The key points that dominate the existing research in this area include young children's ability to differentiate advertising from surrounding programs, their early understanding of advertising, how this understanding is measured and factors that may mitigate this understanding. Research with very young children has certain difficulties because of their language capability, and different researchers have used various methodologies, which has led to contradictory results. Consequently, there is much disagreement both among academics and between academics and practitioners regarding the ages at which children can differentiate between program and advertising material and when they can understand the persuasive intent of advertising.

-30-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this book

This book has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this book

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited page

Bookmark this page
Advertising to Children on TV: Content, Impact, and Regulation
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen
/ 209

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.