Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

The authors conducted a survey of 1,758 elementary school children (6-14 years old) from December 2001, to March 2002, in 3 Chinese cities with different levels of television advertising. The authors used D. R. John's (1999) model of consumer socialization as the theoretical framework for their study. More than half of the children whom the authors interviewed were able to understand that television stations broadcast commercials to earn money. Their understanding of the purposes of television commercials and the persuasive intention of television commercials developed with age. The authors examined the influence of gender, level of advertising, and level of television viewing on children's understanding of television advertising by using 3-way factorial models.

Publication Year

2004

Journal Title

The Journal of Genetic Psychology

Volume number

165

Issue number

1

Publisher

Taylor & Francis

First Page (page number)

28

Last Page (page number)

36

Referreed

1

DOI

10.3200/GNTP.165.1.28-36

ISSN (print)

00221325

Link to Publisher’s Edition

http://dx.doi.org/10.3200/GNTP.165.1.28-36

Keywords

Chinese children, consumer socialization, television advertising, understanding

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