One hundred and eight children, ranging from five to ten years of age, were personal-interviewed during April 1996 and March 1997. The objectives were to examine children’s response to television advertising on aspects relating to the communication process. Results indicated that kids at early age knew what advertising was and developed appreciation of television commercials. Older kids were aware of the selling intention of advertising and were able to recall commercials for a larger variety of products and services. They were also more critical about the execution style and more skeptical about the trustworthiness of television advertising. Parents in Hong Kong took little participation in equipping kids to learn skills, knowledge and attitudes relevant to their behavior as consumers through television advertising.
|Number of pages||18|
|Publication status||Published - Apr 1998|
|Event||Conference organized by English Department, City University of Hong Kong - City University of Hong Kong, Hong Kong|
Duration: 3 Apr 1998 → …
|Conference||Conference organized by English Department, City University of Hong Kong|
|Period||3/04/98 → …|