Document Type

Journal Article

Department/Unit

Department of Communication Studies

Language

English

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.

Keywords

Chinese children, consumer socialization, television advertising, understanding

Publication Date

12-31-2004

Source Publication Title

The Journal of Genetic Psychology

Volume

165

Issue

1

Start Page

28

End Page

36

Publisher

Taylor & Francis

Peer Reviewed

1

DOI

10.3200/GNTP.165.1.28-36

Link to Publisher's Edition

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

ISSN (print)

00221325

Included in

Communication Commons

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