Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

Examines how much attention urban mainland Chinese children pay to television commercials, their response to different types of commercials, and their perceptions of the quality of advertised and non-advertised brands. Classifies the types of commercials seen as funny, animated, public service, celebrity endorsements, and those that increase knowledge, and relates these types to the four age groups of the children studied. Concludes that children pay a decreasing amount of attention to commercials as they get older, and that the link between liking a commercial and impulse buying of its product also lessens; confidence in advertised brands does not increase with age, but confidence in non-advertised brands decreases with age. © 2002, MCB UP Limited

Publication Year

2003

Journal Title

Young Consumers

Volume number

1

Issue number

4

Publisher

Emerald

First Page (page number)

43

Last Page (page number)

54

Referreed

1

DOI

10.1108/17473610310813717

ISSN (print)

17473616

Link to Publisher’s Edition

http://dx.doi.org/10.1108/17473610310813717

Keywords

Children (age groups), China, Television commercials

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