Children’s understanding of advertising in the new media era

Kara Chan, Anqi Huang

Research output: Chapter in book/report/conference proceedingConference proceeding

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Abstract

A qualitative interview with 31 children aged seven to twelve was conducted to examine their understanding of different forms of advertising. Visual prompts were employed. Interviewees demonstrated understanding of television advertisements and internet banner advertisements. However, they had limited understanding of product placement in television programs and public service advertisements.
Original languageEnglish
Title of host publication2014 ANZMAC Conference Proceedings
PublisherAustralian and New Zealand Marketing Academy
Publication statusPublished - Dec 2014
EventAustralian and New Zealand Marketing Academy Conference, ANZMAC 2014 - Brisbane, Australia
Duration: 1 Dec 20143 Dec 2014
https://eprints.qut.edu.au/82093/1/1423706904ANZMAC%202014%20Proceedings.compressed.pdf (Conference proceedings )

Publication series

NameANZMAC conference proceedings
PublisherAustralian and New Zealand Marketing Academy
ISSN (Print)1447-3275

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference, ANZMAC 2014
Country/TerritoryAustralia
CityBrisbane
Period1/12/143/12/14
Internet address

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