Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

This study examines Chinese children's understanding and comprehension of television advertising. A quota sample of 448 children made up of 32 girls and 32 boys from kindergartens and grades 1-6, were personally interviewed in May 1998. The results indicated that children in grade 2 (aged 7-8 years) were beginning to understand what advertising was and were aware of the persuasive intention of television advertising. Over one-third of older children from grade 4 understood that television stations carried advertising for money. Like children in the West, the main reason for liking and disliking commercials depended on their entertainment element. An understanding of television advertising, recall of brands from slogans and comprehension of advertising content were consistently related to the cognitive development of children. Brand recognition from liked and disliked commercials was strong. Comprehension of the key messages of advertising content varied greatly by children's cognitive development and the style of presentation. Ethical issues and public opinions of Hong Kong consumers regarding advertising to children were discussed.

Publication Year

2000

Journal Title

Journal of Marketing Communications

Volume number

6

Issue number

1

Publisher

Taylor & Francis

First Page (page number)

37

Last Page (page number)

52

Referreed

1

DOI

10.1080/135272600345543

ISSN (print)

13527266

Link to Publisher’s Edition

http://dx.doi.org/10.1080/135272600345543

Keywords

Children, Television Advertising, Cognitive Development

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