Children’s understanding of advertising in the new media era

Kara Chan; Anqi Huang

Children’s understanding of advertising in the new media era

Kara Chan
, Anqi Huang

Department of Communication Studies

Research output: Chapter in book/report/conference proceeding › Conference 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 language	English
Title of host publication	2014 ANZMAC Conference Proceedings
Publisher	Australian and New Zealand Marketing Academy
Publication status	Published - Dec 2014
Event	Australian and New Zealand Marketing Academy Conference, ANZMAC 2014 - Brisbane, Australia Duration: 1 Dec 2014 → 3 Dec 2014 https://eprints.qut.edu.au/82093/1/1423706904ANZMAC%202014%20Proceedings.compressed.pdf (Conference proceedings )

Publication series

Name	ANZMAC conference proceedings
Publisher	Australian and New Zealand Marketing Academy
ISSN (Print)	1447-3275

Conference

Conference	Australian and New Zealand Marketing Academy Conference, ANZMAC 2014
Country/Territory	Australia
City	Brisbane
Period	1/12/14 → 3/12/14
Internet address	https://eprints.qut.edu.au/82093/1/1423706904ANZMAC%202014%20Proceedings.compressed.pdf (Conference proceedings )

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title = "Children{\textquoteright}s understanding of advertising in the new media era",

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. ",

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Y2 - 1 December 2014 through 3 December 2014

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Children’s understanding of advertising in the new media era

Abstract

Publication series

Conference

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