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Children’S Understanding Of Television Commercials: A Qualitative Approach

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  • YASARE AKTAS ARNAS*

    (Cukurova University, Adana, Turkey)

Abstract

The purpose of this study was to explore the understanding and perception of television advertising by Turkish children. This study was conducted in two kindergartens in Adana, which is in southern Turkey. In study 44, children at the ages of three to six were included. In the research, questions about the TV ads were asked to children verbally. Individual interviews were held with each child and they were recorded to a tape recorder. At the end of the study, it was found that most of the 3-6 years old children in this study remembered the TV commercials and the names of the products; almost none of the children distinguished between the commercial and the other programs; one fourth of the children perceived the intention of the commercials and more than half of the children believed in what was said in the TV commercials. The results of this study showed that the preschool children (3-6 years old) had considerably high information about the TV commercials.

Suggested Citation

  • Yasare Aktas Arnas*, 2016. "Children’S Understanding Of Television Commercials: A Qualitative Approach," International Journal of Humanities, Arts and Social Sciences, Dr. Mohammad Hamad Al-khresheh, vol. 2(1), pages 45-51.
    • Handle: RePEc:apa:ijhass:2016:p:45-51
    DOI: 10.20469/ijhss.2.20005-1
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    References listed on IDEAS

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    1. Robertson, Thomas S & Rossiter, John R, 1974. "Children and Commercial Persuasion: An Attribution Theory Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(1), pages 13-20, June.
    2. Macklin, M Carole, 1987. "Preschoolers' Understanding of the Informational Function of Television Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(2), pages 229-239, September.
    3. John, Deborah Roedder, 1999. "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 183-213, December.
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    Cited by:

    1. Clara Evi Citraningtyas ˆ—, 2017. "Readers’ Responses On Indonesian Folk-Tales: A Proposal For Folktale Reconstruction," International Journal of Humanities, Arts and Social Sciences, Dr. Mohammad Hamad Al-khresheh, vol. 3(5), pages 197-203.
    2. An-An Wu ˆ—, 2017. "A Study On Learning Achievement Of Integrated Songs Of Chinese History Dynasties Into Chinese Language Teaching At Third Grade In Junior College," International Journal of Humanities, Arts and Social Sciences, Dr. Mohammad Hamad Al-khresheh, vol. 3(5), pages 192-196.

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