Black and White Children: Perceptions of TV Commercials

Do children's cognitive advertising defenses reduce their desire for advertised products?

“…Most earlier studies measuring advertising intent have assessed children's understanding of advertising intent simply by asking them why commercials are shown on television (e. g., Butter et al, 1981;Donohue et al, 1978;Robertson and Rossiter, 1974). However, some scholars have raised the concern that such open-ended questions may underestimate children's understanding, given their limited language and memory retrieval abilities (Macklin, 1983).…”

The Relationship between Cartoon Trade Character Recognition and Attitude toward Product Category in Young Children

“…Many researchers disagree with the validity of discrete stages, because the measures used (e.g., the more age sensitive verbal measures or the nonverbal measures) can significantly affect the age at which children can be seen to manifest cognitive capabilities (e.g., Donohue, Meyer, and Henke 1978;Macklin 1985). Others such as Roedder (1981) suggest that the age-related differences are due to changes in the child's ability to store and retrieve information.…”

Reclamewijsheid in ontwikkeling. Een vergelijking van de cognitieve reclamevaardigheden van kinderen en volwassenen

“…De meeste studies die het begrip van het doel van reclame onderzochten Butter et al, 1981;Donohue et al, 1978;Robertson & Rossiter, 1974). Sommige onderzoekers zijn echter bezorgd dat deze methode het begrip van kinderen onderschat vanwege hun beperkte taal-en informatieverwerkingsvaardigheden (Gunter, 1981;Macklin, 1983).…”