Document Type
Article
Rights
Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence
Disciplines
Business and Management.
Abstract
Over the last three decades, a substantial body of research has accumulated seeking to address how exactly advertising, and in particular, telelvision advertising, influences children. Yet, given the diversity of methodologies used and the findings presented, it has been suggested that a common consensus on how exactly advertising affects children has not been reached. This paper presents a brief overview of the literature addressing chidlren's understanding of advertising with a view to identifying the contributions to date in this area and the accompanying gaps, omissions and under-resesearched perspectives. Findings are then presented from an exploratory study of eight and nine year old children with a view to providing a description of how they relate to television advertising. This qualitative study is part of an ongoing research project focusing on children of this age group.
DOI
https://doi.org/10.21427/D70F7B
Recommended Citation
Lawlor, M., Prothero, A.: Children's Understanding of Television Advertising Intent. Journal of Marketing Management, Volume 19, Numbers 3-4, pp. 411-431(21), 1 April 2003.
Publication Details
Journal of Marketing Management, Volume 19, Numbers 3-4, pp. 411-431(21), 1 April 2003.