Read e-book online Advertising to Children on TV: Content, Impact, and PDF

By Barrie Gunter

ISBN-10: 0805844880

ISBN-13: 9780805844887

Hindrance is starting to be concerning the effectiveness of tv advertisements rules within the mild of technological advancements within the media. the present fast development of television systems in terrestrial, sattelite, and cable codecs will quickly flow into electronic transmission. those all supply possibilities for better commercialization via advertisements on media that experience now not formerly been exploited. In democratic societies, there's a stress among freedom of speech rights and the damage that would be performed to kids via advertisement messages. This e-book explores all of those concerns and appears to the longer term in contemplating how powerful codes of perform and rules will develop.

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For example, Butter et al. (1981) found that children aged four and five years were able to identify commercial content. They placed four 30-second advertisements in a children's program, and asked children just to say when a commercial came on. Butter et al. found that all four advertisements were correctly identified by three quarters of the four-year-olds and by nearly all the five-year-olds. Bijmolt et al. (1998) tested whether children aged from five to eight years could distinguish advertisements from programs and their understanding of advertisements.

1998) found that children have difficulty in interpreting metaphors and that advertisements featuring metaphors have little advantage over their more literal equivalents in terms of recall and perception. , transforming objects, appearance and disappearance, distortion, and so on). Such techniques gain children's attention and imbue the products with excitement. However, they can also mislead children into 24 CHAPTER 2 expecting certain results from using or eating the featured products, especially when the child is too young to recognize the techniques involved.

Levin et al. (1982) also found that children aged between three and four years remembered more peripheral than 36 CHAPTER 3 central information from commercials aimed at both adults and children. Five-year-olds also remembered peripheral information from adult commercials, but remembered central information from children's commercials. Research by Oates et al. (2002) illustrated that young children have a poor memory for novel advertisements. In an experiment with six- to 10year-olds, children were exposed to a video featuring a cartoon with advertisements inserted at the beginning, in the middle and at the end of the program.

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Advertising to Children on TV: Content, Impact, and Regulation by Barrie Gunter


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