IDEAS home Printed from https://ideas.repec.org/a/apa/ijhass/2016p45-51.html
   My bibliography  Save this article

Children’S Understanding Of Television Commercials: A Qualitative Approach

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://kkgpublications.com/humanities-arts-social-sciences-volume2-article-5/
    Download Restriction: no
    File URL: https://kkgpublications.com/wp-content/uploads/2019/04/IJHSS.2.20005-1.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.20469/ijhss.2.20005-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. 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.
    3. 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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Iris Vermeir & Dieneke Sompel, 2014. "Assessing the What Is Beautiful Is Good Stereotype and the Influence of Moderately Attractive and Less Attractive Advertising Models on Self-Perception, Ad Attitudes, and Purchase Intentions of 8–13-Y," Journal of Consumer Policy, Springer, vol. 37(2), pages 205-233, June.
    2. van Reijmersdal, Eva A. & Rozendaal, Esther & Buijzen, Moniek, 2012. "Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames," Journal of Interactive Marketing, Elsevier, vol. 26(1), pages 33-42.
    3. Yann Verhellen & Caroline Oates & Patrick Pelsmacker & Nathalie Dens, 2014. "Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge," Journal of Consumer Policy, Springer, vol. 37(2), pages 235-255, June.
    4. Clinton Gudmunson & Ivan Beutler, 2012. "Relation of Parental Caring to Conspicuous Consumption Attitudes in Adolescents," Journal of Family and Economic Issues, Springer, vol. 33(4), pages 389-399, December.
    5. Carter, Owen B.J. & Patterson, Lisa J. & Donovan, Robert J. & Ewing, Michael T. & Roberts, Clare M., 2011. "Children's understanding of the selling versus persuasive intent of junk food advertising: Implications for regulation," Social Science & Medicine, Elsevier, vol. 72(6), pages 962-968, March.
    6. Robert Aitken & Leah Watkins, 2017. "“Harm or Good?”: Consumer Perceptions of Corporate Strategic Giving in Schools," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(2), pages 406-432, July.
    7. Raghbir Singh & Pavleen Kaur, 2014. "Maternal Attitude towards TV Advertising in India," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(2), pages 160-173, May.
    8. Chan, Kara & McNeal, James U., 2006. "Chinese children's understanding of commercial communications: A comparison of cognitive development and social learning models," Journal of Economic Psychology, Elsevier, vol. 27(1), pages 36-56, February.
    9. Hota, Monali & Bartsch, Fabian, 2019. "Consumer socialization in childhood and adolescence: Impact of psychological development and family structure," Journal of Business Research, Elsevier, vol. 105(C), pages 11-20.
    10. Ovca, Andrej & Jevšnik, Mojca & Jereb, Gregor & Raspor, Peter, 2016. "Effect of educational intervention on young people, targeting microbiological hazards in domestic kitchens," Food Policy, Elsevier, vol. 61(C), pages 156-162.
    11. Jong Yoon Lee & Jae Hee Park & Jong Woo Jun, 2019. "Brand Webtoon as Sustainable Advertising in Korean Consumers: A Focus on Hierarchical Relationships," Sustainability, MDPI, vol. 11(5), pages 1-10, March.
    12. Tobias Effertz & Marie-Kristin Franke & Thorsten Teichert, 2014. "Adolescents’ Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks," Journal of Consumer Policy, Springer, vol. 37(2), pages 279-299, June.
    13. Yanping Gong & Xiuyuan Tang & Julan Xie & Long Zhang, 2022. "Exploring the Nexus Between Work-to-Family Conflict, Material Rewards Parenting and Adolescent Materialism: Evidence from Chinese Dual-Career Families," Journal of Business Ethics, Springer, vol. 176(3), pages 593-607, March.
    14. Akhter Ali & N. Ravichandran & D.K. Batra, 2013. "Children’s Choice of Influence Strategies in Family Purchase Decisions and the Impact of Demographics," Vision, , vol. 17(1), pages 27-40, March.
    15. Mohamed M. Mostafa, 2008. "Through the Eye of a Child," Global Business Review, International Management Institute, vol. 9(2), pages 243-255, August.
    16. Manish Mittal, 2011. "Television Viewing and Perception of Parental Concern among Urban Indian Children," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 36(1), pages 45-59, February.
    17. Strong, Carolyn A. & Martin, Brett A.S., 2014. "Effects of perspective taking and entitlement on consumers," Journal of Business Research, Elsevier, vol. 67(9), pages 1817-1823.
    18. Zsótér, Boglárka & Nagy, Péter, 2012. "Our Everyday Emotions and Finances – The role money-related attitudes and materialistic orienta-tion play in developing financial culture," Public Finance Quarterly, Corvinus University of Budapest, vol. 57(3), pages 286-297.
    19. Alice Binder & Brigitte Naderer & Jörg Matthes, 2020. "A “Forbidden Fruit Effect”: An Eye-Tracking Study on Children’s Visual Attention to Food Marketing," IJERPH, MDPI, vol. 17(6), pages 1-11, March.
    20. Rusitha Wijekoon & Mohamad Fazli Sabri, 2021. "Determinants That Influence Green Product Purchase Intention and Behavior: A Literature Review and Guiding Framework," Sustainability, MDPI, vol. 13(11), pages 1-40, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:apa:ijhass:2016:p:45-51. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Mohammad Hamad Al-khresheh (email available below). General contact details of provider: https://kkgpublications.com/social-sciences/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.