Learning about television commercials: The impact of instructional units on children's perceptions of motive and intent

Donohue, Thomas R.; Henke, Lucy L.; Meyer, Timothy P.

doi:10.1080/08838158309386490

Cited by 22 publications

(11 citation statements)

References 2 publications

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“…In many Western societies, public and political attention is drawn increasingly toward methods of reducing children's advertising susceptibility, such as education programs aimed at increasing advertising knowledge and consumer skills. Earlier studies have demonstrated that such programs can successfully stimulate children's knowledge of advertising's intent and persuasive tactics (Brucks et al, 1988; Donohue, Henke, & Meyer, 1983; Feshbach, Feshbach, & Cohen, 1982; Hobbs & Frost, 2003; Roberts, Christenson, Gibson, Mooser, & Goldberg, 1980). However, research investigating the link between advertising knowledge and advertising's effects suggest that increased advertising knowledge does not necessarily enable children to defend themselves against advertising (for an overview see Rozendaal, Lapierre, Van Reijmersdal, & Buijzen, 2011).…”

Section: Discussionmentioning

confidence: 99%

Think-Aloud Process Superior to Thought-Listing in Increasing Children's Critical Processing of Advertising

Rozendaal

Buijzen

Valkenburg

2012

Human Communication Research

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This study develops and tests a model of children's critical processing of advertising. Within this model, 2 paths to reduced advertising susceptibility (i.e., attitude toward the advertised brand) were hypothesized: a cognitive path and an affective path. The secondary aim was to compare these paths for different thought verbalization processes: think‐aloud and thought‐listing. The model was tested on a sample of 8‐ to 12‐year‐old children (N = 163). Structural equation modeling revealed that, for children in the think‐aloud group, both cognitive and affective paths were successful in reducing advertising susceptibility. However, for children in the thought‐listing group, only the affective path was successful. These findings suggest that the think‐aloud process increased children's motivation and ability to critically process advertising messages.

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Section: Discussionmentioning

confidence: 99%

Think-Aloud Process Superior to Thought-Listing in Increasing Children's Critical Processing of Advertising

Rozendaal

Buijzen

Valkenburg

2012

Human Communication Research

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“…In recent years, several countries, such as the UK, Canada, and The Netherlands, have introduced school‐based media literacy programs. Although the importance of enhancing children's media literacy should not be underestimated (Donohue, Henke, & Meyer, 1983; Robinson et al , 2001), such programs could also incorporate parent‐directed materials and focus, for instance, on raising parental awareness on advertising and a healthy life‐style.…”

Section: Discussionmentioning

confidence: 99%

The effectiveness of parental communication in modifying the relation between food advertising and children's consumption behaviour

Buijzen

2009

British J of Dev Psycho

129

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The aim of this study was to examine the effectiveness of various types of parental communication in modifying children's responses to television food advertising. In a combined diary-survey study among 234 parents of 4- to 12-year-old children, I investigated how different styles of advertising mediation (active vs. restrictive) and consumer communication (concept-oriented vs. socio-oriented) moderated the relation between children's advertising exposure and their consumption of advertised energy-dense food products. Interaction analysis in regression showed that active advertising mediation (i.e. explaining the purpose and nature of advertising), and socio-oriented consumer communication (i.e. emphasizing control and restrictions) significantly reduced the impact of advertising on children's food consumption. Parental restrictions of advertising exposure were only effective among younger children (<8). These results suggest that critical discussion about advertising and rule making about consumption are most effective in countering the impact of food advertising.

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“…There is evidence that the shift to concrete operations does not result in across-the-board development of abilities, but that some concrete operational skills develop earlier than others. For example, when nonverbal measures are used, some children demonstrate empathy and perspective-taking-skills attributed to the stage of concrete operations-as early as three years of age (Borke 1971;Donohue, Henke, and Donohue 1980;Henke 1980). Whether the ability to empathize develops prior to other concrete operational abilities or the nonverbal measures simply allow the skill to be demonstrated at an earlier age is not clear.…”

Section: Age and Cognitive Developmental Stagementioning

confidence: 99%

“…Specifically, research has shown that as age and understanding increase, so does ability to separate advertisements from editorial or program content (Donohue, Henke, and Meyer 1983), understanding of the persuasive intent of ads and the concept of sponsorship (Meyer, Donohue, and Henke 1978;Ward, Reale, and Levinson 1972), skepticism about advertising claims (Bever et aI. 1975), and understanding of the concept of market segmentation-that some products and ads are intended for some audience members and not for others (Belk, Bahn, and Mayer 1982;Donohue, Henke, and Donohue 1980;Henke 1980). Those findings have important implications.…”

Section: Target Audiencementioning

confidence: 99%

Young Children's Perceptions of Cigarette Brand Advertising Symbols: Awareness, Affect, and Target Market Identification

Henke¹

1995

Journal of Advertising

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The author assesses young children's abilities to recognize cigarette brand advertising symbols and to identify adults as the appropriate target market for cigarettes. She used nonverbal measures in interviews with children three to eight years of age to assess how recognition of cigarette brand advertising symbols is related to age, cognitive developmental level, children's affect toward cigarettes, children's evaluation of cigarettes, and children's ability to identify adults as the appropriate target market for cigarettes. The results show that recognition of cigarette brand advertising symbols increases with age, as does overall recognition of brand advertising symbols in general. Regardless of age, cognitive developmental level, or recognition scores, children reported not liking cigarettes, believing cigarettes are "bad for you, " and finding children to be an inappropriate target market for cigarettes. Findings are discussed in terms of social science and public policy, and in terms of the implications for cognitive development.

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Learning about television commercials: The impact of instructional units on children's perceptions of motive and intent

Cited by 22 publications

References 2 publications

Think-Aloud Process Superior to Thought-Listing in Increasing Children's Critical Processing of Advertising

Think-Aloud Process Superior to Thought-Listing in Increasing Children's Critical Processing of Advertising

The effectiveness of parental communication in modifying the relation between food advertising and children's consumption behaviour

Young Children's Perceptions of Cigarette Brand Advertising Symbols: Awareness, Affect, and Target Market Identification

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