Children's Understanding of Television Advertising: A Revisit in the Chinese Context

Kara Chan*, James U. McNeal

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

5 Citations (Scopus)
13 Downloads (Pure)


The authors conducted a survey of 1, 758 elementary school children (6-14 years old) from December 2001, to March 2002, in 3 Chinese cities with different levels of television advertising. The authors used D. R. John’s (1999) model of consumer socialization as the theoretical framework for their study. More than half of the children whom the authors interviewed were able to understand that television stations broadcast commercials to earn money. Their understanding of the purposes of television commercials and the persuasive intention of television commercials developed with age. The authors examined the influence of gender, level of advertising, and level of television viewing on children’s understanding of television advertising by using 3-way factorial models.

Original languageEnglish
Pages (from-to)28-36
Number of pages9
JournalJournal of Genetic Psychology
Issue number1
Publication statusPublished - Mar 2004

Scopus Subject Areas

  • Developmental and Educational Psychology
  • Clinical Psychology
  • Life-span and Life-course Studies

User-Defined Keywords

  • Chinese children
  • Consumer socialization
  • Television advertising
  • Understanding


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