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1 – 10 of over 3000
Article
Publication date: 31 December 2002

Kara Chan, James U. McNeal and Fanny Chan

Examines how much attention urban mainland Chinese children pay to television commercials, their response to different types of commercials, and their perceptions of the quality…

Abstract

Examines how much attention urban mainland Chinese children pay to television commercials, their response to different types of commercials, and their perceptions of the quality of advertised and non‐advertised brands. Classifies the types of commercials seen as funny, animated, public service, celebrity endorsements, and those that increase knowledge, and relates these types to the four age groups of the children studied. Concludes that children pay a decreasing amount of attention to commercials as they get older, and that the link between liking a commercial and impulse buying of its product also lessens; confidence in advertised brands does not increase with age, but confidence in non‐advertised brands decreases with age.

Details

Young Consumers, vol. 4 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 21 March 2008

Kara Chan

The purpose of this paper is to examine how perceptions of truthfulness of television advertising and perceptions of brands vary among urban and rural children in Mainland China…

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Abstract

Purpose

The purpose of this paper is to examine how perceptions of truthfulness of television advertising and perceptions of brands vary among urban and rural children in Mainland China and also to collect information about the basis of judgment children used to determine whether commercials are true.

Design/methodology/approach

Descriptive statistics were compiled to give the perceptions of television advertising and brands of the overall sample, as well as the urban and rural sub‐samples. Chi‐square tests and independent sample t‐tests were conducted to examine the urban‐rural difference in perceptions of television advertising and brands. The sample was divided into two groups that were of similar size (age six to nine and age ten‐15). Chi‐square tests were conducted to examine the age difference in advertising perceptions.

Findings

The urban‐rural difference in consumer perceptions of advertising and brands indicates that children's development in consumer socialization depends on the environment. Urban respondents were more skeptical towards advertising than rural children. Urban and rural children shared two similarities: older children were less likely to perceive television commercials truthful than younger children. Younger children liked television commercials more than older children.

Research limitations/implications

The three surveyed urban cities were highly advanced in terms of their economies and advertising development compared with all other Chinese cities. The seven surveyed rural counties cannot be generalized to the very poor rural provinces in China.

Practical implications

The study should serve as an advertising guideline for marketers and advertisers that target urban and rural children in China.

Originality/value

This paper offers insights for employing different advertising message strategies to disseminate market information to urban as well as rural children in China.

Details

Journal of Consumer Marketing, vol. 25 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 June 2002

Kara Chuen and James U. McNeal

Explores the attitudes to TV advertising of Chinese children, the “little emperors/empresses“ who now have enormous influence on the market, largely as a result of the one‐child

Abstract

Explores the attitudes to TV advertising of Chinese children, the “little emperors/empresses“ who now have enormous influence on the market, largely as a result of the one‐child policy that China adopted in 1979; like children elsewhere, they appear to pay less attention to commercials as they get older and become more sceptical about their truthfulness. Outlines the methodology used in the research, differences between Hong Kong and mainland children, children’s favourite commercials, and their views of advertised versus non‐advertised brands. Moves on to regulation of children’s advertising: unlike many Western countries, there is a lack of specific regulation of TV advertising to children, and the rapid though uneven growth of TV advertising in China has led to irresponsible practices.

Details

Young Consumers, vol. 3 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 14 November 2008

Margaret‐Anne Lawlor and Andrea Prothero

The aim of this article is to explore children's understanding of television advertising intent.

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Abstract

Purpose

The aim of this article is to explore children's understanding of television advertising intent.

Design/methodology/approach

A different perspective on advertising intent is offered in this paper, as evidenced in an interpretive study of Irish children, aged between seven and nine years. A qualitative approach was employed, involving a series of focus group discussions and in‐depth interviews with 52 children.

Findings

The findings indicate that the participating children view advertising as serving interests including, but not limited to, the advertiser. The existence of other interested parties is suggested by the children, namely the agendas of viewers and television channels. The authors assert that these children view advertising as being larger and more complex than the advertiser's perspective, which has been the traditional focus in the extant research.

Originality/value

Adopting an advertising literacy perspective, the authors seek to explore children's “reading” and understanding of advertising. Advertising literacy is an approach to understanding advertising that has not received substantial attention in the child‐advertising literature. The literature to date has tended to focus on the following question – do children understand the persuasive intent of advertising? This question is suggestive of a “yes/no” answer. In contrast, the authors view the concept of understanding as being more complex and multi‐faceted, and accordingly, seek to develop this concept by way of a classification that suggests four different levels of understanding that children may exhibit towards advertising

Details

European Journal of Marketing, vol. 42 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 2 November 2012

Mohamed A. Nassar and Abdulaziz Al Zien

The purpose of this paper is to describe exploratory work which investigated the negative effects of television commercials on children in the Middle East.

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Abstract

Purpose

The purpose of this paper is to describe exploratory work which investigated the negative effects of television commercials on children in the Middle East.

Design/methodology/approach

The extant literature on issues relating to the effects of television advertising on children was critically reviewed. Data were collected by conducting a series of 15 projective techniques and a series of semi‐structured interviews with a sample of 12 parents and six psychology and marketing experts from the Middle East.

Findings

The results indicate that negative impacts of advertising lead to major social and behavioral problems in children such as physical and verbal violence, materialism and other “values issues” identified by parents, and health problems such as low nutrition and obesity. The results also indicate that although many forms of advertisement affect children negatively, the effects of television commercials are particularly noticeable.

Practical implications

The study provides a list of practical recommendations for marketers and policymakers to help mitigate the negative effects of television advertising on children in the Middle East.

Originality/value

This research is one of very few studies to consider the effects of television advertising on children in the Middle East.

Details

Education, Business and Society: Contemporary Middle Eastern Issues, vol. 5 no. 4
Type: Research Article
ISSN: 1753-7983

Keywords

Article
Publication date: 30 March 2010

Pankaj Priya, Rajat Kanti Baisya and Seema Sharma

Children differ in their cognitive ability while trying to interpret television advertisements and hence form different attitudes towards them. The purpose of this paper is to…

11916

Abstract

Purpose

Children differ in their cognitive ability while trying to interpret television advertisements and hence form different attitudes towards them. The purpose of this paper is to analyse the impact of children's attitudes towards television advertisements on their resultant buying behaviour.

Design/methodology/approach

The research has been based on exploratory and descriptive research design. Exploratory research includes a literature review and in‐depth interviews with child psychologists, advertisers and parents of young children. This was further carried forward by carrying out a survey of children in the age group five to 11 years, while they were in their class room. The filling up of the questionnaires was aided by the class teacher, which had response options in a pictorial manner.

Findings

The demand for the advertised products is heavily influenced by the children's attitude towards advertisements. Further, the cognitive changes among the different age groups leads to the formation of varying attitudes towards the advertisements. Yet there are other potent factors apart from advertisements, which result in the requests for a product or brand.

Research limitations/implications

The paper has been carried out among children studying in English medium schools in the National Capital region of Delhi. Hence, the sample size is too small and restricted. The interplay of the various buying dimensions on each other have not been probed.

Practical implications

More focused approach is required by advertisers while planning their advertisement campaign for different age groups of children, rather than considering them as one homogenous group. Various elements of the advertisements have to be meticulously planned for different age groups.

Originality/value

At the lower age group it is the entertaining ability of the advertisements, whereas at the higher age groups the credibilty element in the advertisements has the potential of creating a favourable attitude towards the advertisements. There seems to be a complex relationship between attitude formation towards advertisements and the resulting buying behaviour because of the presence of other intervening variables. Characters from folklores can be depicted for creating aspiration.

Details

Marketing Intelligence & Planning, vol. 28 no. 2
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 June 2006

Kara Chan and James McNeal

This study investigates household access to traditional and new media, media exposure, time spent on media and other activities, and attention to advertising among rural children

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Abstract

Purpose

This study investigates household access to traditional and new media, media exposure, time spent on media and other activities, and attention to advertising among rural children in mainland China.

Design/methodology/approach

A survey of 1,008 rural children ages six to 13 in four Chinese rural provinces was conducted in March 2003. Questionnaires were distributed through elementary schools. The number of students in each school varied from 150 (in Heilongjiang) to 575 (in Yunnan). All the schools were situated in counties with population of less than 131,000. A national research company was appointed to administer the data collection.

Findings

Ninety‐eight percent of rural Chinese children have access to television and 71 percent have access to children’s books. Access to other broadcast and print media was under 50 percent. Most of the media consumption was in‐home. Rural children spent most of the time playing with friends, study and watching television. Older children spent more time on media and other activities than younger children. Boys spent more time on electronic games, radio and videotapes than girls. Respondents reported that they sometimes watched television commercials while they seldom attended to advertisements in all other media.

Originality/value

This paper offers insight to design media strategies to disseminate product information to rural children in China.

Details

Young Consumers, vol. 7 no. 3
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 1 February 2006

Kara Chan and James U. McNeal

The current study aims to examine how media ownership, media usage and attention to advertising vary among urban and rural children in Mainland China and also to collect…

5450

Abstract

Purpose

The current study aims to examine how media ownership, media usage and attention to advertising vary among urban and rural children in Mainland China and also to collect information about the contexts of media usage and time spent on various activities including media usage.

Design/methodology/approach

A survey of 1,977 urban and rural children ages six to 13 in the four Chinese cities of Beijing, Guangzhou, Nanjing and Shanghai, and in the rural areas of the four provinces of Heilongjian, Hubei, Hunan, and Yunnan, was conducted in March 2003 to May 2004. Questionnaires were distributed through 16 elementary schools and local researchers were selected and trained to administer the data collection.

Findings

Media ownership and media exposure were high for television, children's books, cassette players, VCD players and radios among both urban and rural samples. In general, media ownership, exposure and usage were higher among urban children than among rural children. However, television ownership and television exposure were slightly higher among rural children than among urban children. The urban‐rural gap between media ownership and media exposure was more prominent for new media such as DVD and computer/internet. Chinese children had low to medium attention to advertising. Rural children reported a higher attention to television commercial than urban children, while urban children reported a higher attention to other forms of advertising than rural children. Media usage by sex and by age group was also reported.

Research limitations/implications

Three of the four surveyed urban cities were highly advanced in terms of their economies and advertising development compared with all other Chinese cities.

Practical implications

The study should serve as an advertising media‐planning guideline for marketers and advertisers in China. It can help marketers select the right type of media to reach a specific age‐sex profile of urban and rural Chinese children. Television, the internet and children's print media can be good potential media for promotion to urban children. TV, children's books, cassette tapes, VCDs and radios can be good potential media for promotion to rural children.

Originality/value

This paper offers insights for designing media strategies to disseminate market information to urban as well as rural children in China.

Details

Journal of Consumer Marketing, vol. 23 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 1 June 2005

Kara Chan

The purpose of this article is to examine how often urban children in mainland China interact with different types of retail shops, how they learn about new products and services…

2518

Abstract

Purpose

The purpose of this article is to examine how often urban children in mainland China interact with different types of retail shops, how they learn about new products and services, and their attitudes toward different sources of product information.

Design/methodology/approach

A survey of 965 urban children ages six to 13 in four Chinese cities, including Beijing, Guangzhou, Nanjing and Shanghai, was conducted in November 2003 to May 2004. Questionnaires were distributed through eight elementary schools and local researchers were appointed to administer the data collection.

Findings

The three most popular retail shops among urban Chinese children were bookstores/stationery stores, supermarkets, and restaurants and fast food shops. Store visits and consumption varied greatly with age and gender. Generally speaking, urban children perceived personal sources as useful as, and more credible than commercial sources in obtaining information about new products and services. Older children found commercial sources more useful and credible than younger children. Older children also found more information sources useful than younger children.

Research limitations/implications

Three of the four surveyed cities were highly advanced in terms of economical and advertising development when compared with all other Chinese cities.

Practical implications

A very useful advice for marketers and advertisers to select the right type of retail outlets and media to reach urban Chinese children. Internet and children's print media can be good potential media for promotion.

Originality/value

This paper offers insight to design retail and media strategies to disseminate new product information to urban children in China.

Details

Journal of Consumer Marketing, vol. 22 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 18 April 2017

Kristien Daems, Ingrid Moons and Patrick De Pelsmacker

This study aims to explore which media 9- and 10-year-old children and 12- and 13-year-old teenagers encounter and which campaign elements (media, spokesperson, appeal and…

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Abstract

Purpose

This study aims to explore which media 9- and 10-year-old children and 12- and 13-year-old teenagers encounter and which campaign elements (media, spokesperson, appeal and message) are most appreciated by these target groups in awareness campaigns to raise their advertising literacy.

Design/methodology/approach

The study applies a methodology that is commonly used in design sciences to the field of advertising. Co-creation workshops with minors and professionals are used for the development of awareness campaign stimuli. In the first study, four co-creation workshops with 19 children (11 girls and 8 boys) of the fourth grade and four co-creation workshops with 16 teenagers (10 girls and 6 boys) of the seventh grade were organised. In the second study, nine professionals who work for and/or with minors or have experience in product design or marketing participated in a co-creation workshop.

Findings

Children are best approached though traditional media, whereas social media are used best to reach teenagers. Children prefer cartoons, whereas the results for the most appealing spokesperson in teenagers are mixed. Humoristic campaigns with a short message are preferred by both target groups.

Research limitations/implications

The results offer implications for practice and public policy with respect to awareness campaign building and social media marketing campaigns targeted at children and teenagers. To further corroborate the findings of this study, more pupils from different schools and different age groups should be studied. Moreover, the method used in this study can be applied in future research on awareness campaigns aimed at minors for other causes.

Originality/value

The methodological contribution of the study is the application of co-creation tools and techniques on the development of advertising campaigns for minors.

Details

Young Consumers, vol. 18 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

1 – 10 of over 3000