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Children's Understanding of Advertising: An Investigation Using Verbal and Pictorially Cued Methods

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Title: Children's Understanding of Advertising: An Investigation Using Verbal and Pictorially Cued Methods
Language: English
Authors: Owen, Laura, Auty, Susan, Lewis, Charlie, Berridge, Damon
Source: Infant and Child Development. Nov-Dec 2007 16(6):617-628.
Availability: Wiley-Blackwell. 111 River Street, Hoboken, NJ 07030-5774. Tel: 800-825-7550; Tel: 201-748-6645; Fax: 201-748-6021; e-mail: subinfo@wiley.com; Web site: http://www3.interscience.wiley.com/browse/?type=JOURNAL
Peer Reviewed: Y
Page Count: 12
Publication Date: 2007
Document Type: Journal Articles
Reports - Research
Descriptors: Cues, Advertising, Children, Interviews, Verbal Communication, Pictorial Stimuli, Comprehension, Research Methodology, Age Differences, Child Development, Cartoons, Foreign Countries
Geographic Terms: United Kingdom
DOI: 10.1002/icd.535
ISSN: 1522-7219
Abstract: Conflicting results on children's understanding of advertising may stem from differences in research methods. Most studies are conducted using interviewing techniques, employing only verbal questioning. In the present study, 136 children of two age groups (7 and 10 years) were first asked what advertising was for and, after responding, shown depictions of possible reasons. The results indicate that although older children are more likely than younger ones to understand that advertising seeks to promote selling, pictorial cues allow a much larger proportion of all children to indicate their understanding than verbal questioning does on its own, with younger children especially showing improvement. Thus, seven-year-olds seem to have an implicit understanding of the persuasive intent of advertising that they are unable to articulate in response to investigators' questions. Multiple methods appear to offer a means of evaluating the level of sophistication in children's understanding of advertising. (Contains 2 figures and 2 tables.)
Abstractor: As Provided
Number of References: 39
Entry Date: 2012
Accession Number: EJ958340
Database: ERIC
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  Data: <searchLink fieldCode="SO" term="%22Infant+and+Child+Development%22"><i>Infant and Child Development</i></searchLink>. Nov-Dec 2007 16(6):617-628.
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  Data: Wiley-Blackwell. 111 River Street, Hoboken, NJ 07030-5774. Tel: 800-825-7550; Tel: 201-748-6645; Fax: 201-748-6021; e-mail: subinfo@wiley.com; Web site: http://www3.interscience.wiley.com/browse/?type=JOURNAL
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  Data: <searchLink fieldCode="DE" term="%22Cues%22">Cues</searchLink><br /><searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Children%22">Children</searchLink><br /><searchLink fieldCode="DE" term="%22Interviews%22">Interviews</searchLink><br /><searchLink fieldCode="DE" term="%22Verbal+Communication%22">Verbal Communication</searchLink><br /><searchLink fieldCode="DE" term="%22Pictorial+Stimuli%22">Pictorial Stimuli</searchLink><br /><searchLink fieldCode="DE" term="%22Comprehension%22">Comprehension</searchLink><br /><searchLink fieldCode="DE" term="%22Research+Methodology%22">Research Methodology</searchLink><br /><searchLink fieldCode="DE" term="%22Age+Differences%22">Age Differences</searchLink><br /><searchLink fieldCode="DE" term="%22Child+Development%22">Child Development</searchLink><br /><searchLink fieldCode="DE" term="%22Cartoons%22">Cartoons</searchLink><br /><searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22United+Kingdom%22">United Kingdom</searchLink>
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  Data: 10.1002/icd.535
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  Data: Conflicting results on children's understanding of advertising may stem from differences in research methods. Most studies are conducted using interviewing techniques, employing only verbal questioning. In the present study, 136 children of two age groups (7 and 10 years) were first asked what advertising was for and, after responding, shown depictions of possible reasons. The results indicate that although older children are more likely than younger ones to understand that advertising seeks to promote selling, pictorial cues allow a much larger proportion of all children to indicate their understanding than verbal questioning does on its own, with younger children especially showing improvement. Thus, seven-year-olds seem to have an implicit understanding of the persuasive intent of advertising that they are unable to articulate in response to investigators' questions. Multiple methods appear to offer a means of evaluating the level of sophistication in children's understanding of advertising. (Contains 2 figures and 2 tables.)
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  Data: 2012
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        Type: general
      – SubjectFull: Advertising
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      – SubjectFull: Children
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      – SubjectFull: Pictorial Stimuli
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      – SubjectFull: Research Methodology
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      – SubjectFull: Age Differences
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      – TitleFull: Children's Understanding of Advertising: An Investigation Using Verbal and Pictorially Cued Methods
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