TY - JOUR
T1 - Hong Kong children’s understanding of television advertising
AU - Chan, Kara
N1 - This project was funded by a faculty research grant of Hong Kong Baptist University.
PY - 2000/3
Y1 - 2000/3
N2 - This study examines Chinese children's understanding and comprehension of television advertising. A quota sample of 448 children made up of 32 girls and 32 boys from kindergartens and grades 1-6, were personally interviewed in May 1998. The results indicated that children in grade 2 (aged 7-8 years) were beginning to understand what advertising was and were aware of the persuasive intention of television advertising. Over one-third of older children from grade 4 understood that television stations carried advertising for money. Like children in the West, the main reason for liking and disliking commercials depended on their entertainment element. An understanding of television advertising, recall of brands from slogans and comprehension of advertising content were consistently related to the cognitive development of children. Brand recognition from liked and disliked commercials was strong. Comprehension of the key messages of advertising content varied greatly by children's cognitive development and the style of presentation. Ethical issues and public opinions of Hong Kong consumers regarding advertising to children were discussed.
AB - This study examines Chinese children's understanding and comprehension of television advertising. A quota sample of 448 children made up of 32 girls and 32 boys from kindergartens and grades 1-6, were personally interviewed in May 1998. The results indicated that children in grade 2 (aged 7-8 years) were beginning to understand what advertising was and were aware of the persuasive intention of television advertising. Over one-third of older children from grade 4 understood that television stations carried advertising for money. Like children in the West, the main reason for liking and disliking commercials depended on their entertainment element. An understanding of television advertising, recall of brands from slogans and comprehension of advertising content were consistently related to the cognitive development of children. Brand recognition from liked and disliked commercials was strong. Comprehension of the key messages of advertising content varied greatly by children's cognitive development and the style of presentation. Ethical issues and public opinions of Hong Kong consumers regarding advertising to children were discussed.
KW - Children
KW - Television Advertising
KW - Cognitive Development
UR - http://www.scopus.com/inward/record.url?scp=0344453834&partnerID=8YFLogxK
U2 - 10.1080/135272600345543
DO - 10.1080/135272600345543
M3 - Journal article
AN - SCOPUS:0344453834
SN - 1352-7266
VL - 6
SP - 37
EP - 52
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
IS - 1
ER -