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Effects of TV advertising on children and parental influence on children's TV viewing


Citation

Joseph, C. and Ahmad, M. I. (1997) Effects of TV advertising on children and parental influence on children's TV viewing. In: 1997 World Marketing Congress, 24-27 June 1997, Kuala Lumpur, Malaysia. (pp. 50-54).

Abstract / Synopsis

The objective of this study is to investigate the effects of children advertising on children and parental influences on the children’s attitude and understanding levels toward children advertisements on television. The respondents for this study were both parents and children. Among others, the study revealed the children’s inability to distinguish commercials from TV programmes and to differentiate fantasy from reality. These inabilities, however, differed with children’s age levels. Further, the results indicate that parents have an influence over the children’s understanding levels with respect to children advertisements in television.


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Additional Metadata

Item Type: Conference or Workshop Item (Paper)
Divisions: Universiti Putra Malaysia
DOI Number: https://doi.org/10.1007/978-3-319-17320-7_14
Publisher: Academy of Marketing Science
Keywords: Children advertisements; Children; Television; Parental influences
Depositing User: Nabilah Mustapa
Date Deposited: 21 May 2018 11:33
Last Modified: 21 May 2018 11:33
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1007/978-3-319-17320-7_14
URI: http://psasir.upm.edu.my/id/eprint/60384
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