Young children's ability to recognize advertisements in web page designs

Identifying what is, and what is not an advertisement is the first step in realizing that an advertisement is a marketing message. Children can distinguish television advertisements from programmes by about 5 years of age. Although previous researchers have investigated television advertising, little attention has been given to advertisements in other media, even though other media, especially the Internet, have become important channels of marketing to children. We showed children printed copies of invented web pages that included advertisements, half of which had price information, and asked the children to point to whatever they thought was an advertisement. In two experiments we tested a total of 401 children, aged 6, 8, 10 and 12 years of age, from the United Kingdom and Indonesia. Six‐year‐olds recognized a quarter of the advertisements, 8‐year‐olds recognized half the advertisements, and the 10‐ and 12‐year‐olds recognized about three‐quarters. Only the 10‐ and 12‐year‐olds were more likely to identify an advertisement when it included a price. We contrast our findings with previous results about the identification of television advertising, and discuss why children were poorer at recognizing web page advertisements. The performance of the children has implications for theories about how children develop an understanding of advertising.     

Children and television advertising: when do they understand persuasive intent?

Children's response to television advertising is investigated in this paper. Children aged between six and ten years were tested for their recall, recognition and understanding of novel television advertisements. Children were able to recognise scenes from the advertisements after one exposure but recall of the brand names was poor for the younger children, even after three exposures. Recall for the advertising content increased by age and number of exposures. None of the six‐year‐olds and only a quarter of the eight‐year‐olds and a third of the ten‐year‐olds discussed advertising in terms of persuasion. Therefore, although children remember television advertisements, their purpose is not fully understood, even by many ten‐year‐olds. Copyright © 2002 Henry Stewart Publications.     

Television Commercials as a Lagging Social Indicator: Gender Role Stereotypes in Korean Television Advertising

Previous studies of mass media in many countries have confirmed that images of women are stereotypical and unrealistic, particularly in television advertising. This study was designed to analyze the representation of gender roles in Korean television advertising and to compare the results with previous studies conducted in other countries. A sample of 878 Korean television advertisements from the MBC network in 2001 was content analyzed. Findings indicate that women in Korean television advertising were portrayed as young (48.2%), as dependent (37.5%), and as nurturing children (12.1%); they were often depicted in the home (37.2%). These stereotypical images of women have been found in television advertising in many countries. Korean society has changed a great deal in recent decades, but the images we analyzed do not reflect the current situation. Therefore, television commercials are a lagging social indicator of role changes.     

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

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.     

Content analysis of food advertising strategies and ethical implications on South African television

The study aimed to investigate strategies and ethical implications of food advertising in South African television. The sample included 343 food advertisements recorded over two weeks and 224 hours from two major South African TV channels. Results indicate 45 products of food advertisements. Fast food, restaurant and convenience food type had the highest number of products (17), followed by “beverage, drink and juice” (6), and “candy and sweets” group (6). Conceptual consumption (people are as interested in consuming ideas, information, and concepts as they are physically consuming things) was used as the main strategy (76.2%) for advertising food, while only 7% focused on physical consumption (fiber, energy and vitality). The majority of food advertisement used human models (78.5%), adults only (38%) and about half used both sexes. White models were used twice as often as Black models. Other advertisement strategies included claims to having fun (majority), being perceived of a higher status, acquiring a superior of products and adding social worth to the quality of person who consume the products. A few claims related to the physical benefit to the consumer, such as high fibre, whole grain, and weight loss.     

Adolescent Smoking Behavior and the Recognition of Cigarette Advertisements1

In a study designed to assess the relationship between smoking status and correct identification of cigarette brands, junior high school students from two schools viewed cigarette and automobile advertisements with brand and model identification deleted. Results showed that adolescents with higher ad recognition scores were more likely to smoke cigarettes. In addition, a relationship was found between age and correct identification of cigarette advertisements, with older students identifying more ads correctly than younger students. No significant effects emerged for identification of automobile advertisements except for sex, with boys identifying more advertisements than girls. Additional findings indicated that even “experimental” smokers, who smoked as little as once per year, recognized significantly more cigarette advertisements than nonsmokers. These and other results are discussed in terms of their implications for prevention and policy issues. It is argued that society's allowance of printed cigarette advertising overlooks adolescents' heightened vulnerability to the kinds of appeals used in cigarette advertisements. Present policy also overlooks adolescents' relative unresponsiveness to the health risk information required in cigarette advertisements.     

Perinatal loss and maternal attitudes toward the subsequent child

Twenty-five mothers who had experienced a previous perinatal loss and a comparison group of 30 nonloss mothers completed the Maternal Attitude Questionnaire (MAQ) and the Maternal Separation Anxiety Scale (MSAS) when their children were 16 months old. The purposes of the study were to describe and evaluate the development of a new measure (the MAQ) and to examine the hypothesis that mothers who experienced a perinatal loss would express (a) more concern about the subsequent child's health, (b) more investment in the child, and (c) heightened concern about maternal-child differentiation/separation in comparison to nonloss mothers. The results showed that the MAQ had good internal consistency. None of the three factors of the MSAS differentiated between the two groups of mothers while two subscales of the MAQ did: (1) Maternal Concern with Child's Health and (2) Maternal Concern with Differentiation. Mothers who had experienced a perinatal loss thus expressed more concerns about their children's physical well-being and more concerns about differentiating from their child than mothers who had not had a perinatal loss.     

Gender Stereotypes in Spanish Television Commercials

The objective of the present study was an analysis of gender stereotypes in television advertisements in Spain. For this purpose the content analysis method was used to analyze 400 advertisements broadcast during prime time over the three national television channels with the largest audience. A series of variables common to similar investigations were coded in order to allow comparisons with other countries. The data show significant gender differences for all variables. Comparison of results with those of other researchers shows that television advertising in Spain reveals gender stereotypes very similar to those found in advertising from countries with a geographic or cultural proximity.     

Maternal Weight Control Behaviors for Preschoolers Related to Children’s Gender

The purpose of this study was to identify significant factors associated with Korean mothers’ behaviors in controlling their preschool children’s weight and to examine gender differences among the significant associated factors. This study involved a convenience sample of 223 pairs of mothers and their preschool children (114 boys and 109 girls) in South Korea. Maternal desire for their children to lose weight, concern about children being overweight or obese, and interaction between gender and concern about children being overweight or obese were significant factors associated with maternal behaviors to control children’s weight. Regarding the interaction between gender and concern about children being overweight or obese, mothers who were concerned about their daughter being overweight or obese were more likely to control their child’s weight than those who were concerned about their son being overweight or obese. Additionally, mothers with concerns about their daughter being overweight or obese were more likely to conduct weight control behaviors for their child than mothers of girls without such concern. However, among mothers of boys, there was no difference in maternal behaviors to control their child’s weight between those with concern and without concern. Therefore, health care providers should understand gender specific maternal concerns regarding their child’s weight and provide tailored weight control interventions for mother and child pairs considering the child’s gender.     

Television alcohol advertising: Do children really mean what they say?

Few studies have investigated children's responses to television alcohol advertising. Two separate studies evaluated the appeal of alcohol advertisements on children aged 7–10. An exploratory interview study (N=17) was carried out to assess children's verbal responses to both alcohol and non‐alcohol advertisements and to elicit vocabulary to be used in the second study. Whilst the 7–8 years old children were very positive about the alcohol advertisements, older children did not like them, nor did they perceive them to be effective. The second study was designed to assess children's implicit knowledge, in view of developmental theory that knowledge is not always available for verbal report. This study (N=179) used a simple categorization programme on computer. Using this methodology, children of all ages liked the alcohol advertisements and perceived them as effective. Advertising styles affected popularity with humour, cartoon format or the inclusion of an animal, or character increasing the appeal of an advertisement. The discussion draws attention to the importance of multiple methodologies in eliciting valid and accurate information from children, and to policy matters with regard to alcohol advertising regulation.     

Children's understanding of television advertising: a revisit in the Chinese context

The authors conducted a survey of 1,758 elementary school children (6-14 years old) from December 2001, to March 2002, in 3 Chinese cities with different levels of television advertising. The authors used D. R. John's (1999) model of consumer socialization as the theoretical framework for their study. More than half of the children whom the authors interviewed were able to understand that television stations broadcast commercials to earn money. Their understanding of the purposes of television commercials and the persuasive intention of television commercials developed with age. The authors examined the influence of gender, level of advertising, and level of television viewing on children's understanding of television advertising by using 3-way factorial models.     

The Determination of Normal Extravert-Introvert Interest Differences

The authors conducted a survey of 1,758 elementary school children (6-14 years old) from December 2001, to March 2002, in 3 Chinese cities with different levels of television advertising. The authors used D. R. John's (1999) model of consumer socialization as the theoretical framework for their study. More than half of the children whom the authors interviewed were able to understand that television stations broadcast commercials to earn money. Their understanding of the purposes of television commercials and the persuasive intention of television commercials developed with age. The authors examined the influence of gender, level of advertising, and level of television viewing on children's understanding of television advertising by using 3-way factorial models.     

Maternal Depression and Family Media Use: A Questionnaire and Diary Analysis

We describe the association between postpartum depression and the quantity and content of infant media use. Households with depressed mothers viewed twice as much television as households with non-depressed mothers did, and depressed mothers appeared to derive comparatively greater pleasure from television viewing. Maternal depression was associated with an increased exposure to child-directed content by 6–9-month-old infants, although it was not associated with an increased exposure to adult-directed programming. Depressed mothers also reported being less likely to sit and talk with their children during television use or to consult outside sources of information about media. This increase in television exposure without corresponding parental involvement could negatively affect developmental outcomes.     

The Effects of Programme Context on Memory for Humorous Television Commercials

This study investigated the effects of programme context on memory for humorous television advertisements in South Korean participants. Humorous and nonhumorous Korean advertisements were embedded within two programme contexts: humorous and nonhumorous. When the programme ratings of humour, enjoyment and involvement were higher, unaided recall was poorer. In addition, unaided recall of the advertisements was better when they were embedded within a nonhumorous programme. However, there was no significant programme‐advertisement interaction effect. Overall, both free and cued recall were higher for humorous advertisements than for the nonhumorous advertisements. The findings are discussed in terms of cultural differences and changes in television programmes and advertising over time.Copyright © 2017 John Wiley & Sons, Ltd.     

The beliefs adults and children hold about television and video games.

In Phase 1 of this study, we asked 23 parents between the ages of 30 and 52 years and 26 children between the ages of 10 and 19 years to list effects of television and video games on children. A questionnaire was developed using the most frequently given responses (e.g., television influences children's aggressive behavior, verbal abilities, or time with friends). In Phase 2, this questionnaire was administered to different groups of parents and children and a control group of adults without offspring (N = 204) who were asked to rate the influence of each item on the questionnaire. Multivariate analyses of variance indicated that there were similarities and differences among the groups. For example, parents and other adults held similar beliefs about the influence of television, but parents held more positive beliefs about the influence of video games than the other adults. Children held more positive beliefs about the influence of television than parents, but parents and children held similar beliefs about the influence of video games.     

Mothers' Reactions to Children Misbehaving in Ways That Can Lead to Injury: Implications for Gender Differences in Children's Risk Taking and Injuries

A scenario methodology in which mothers imagined themselves and their school-age children in different home situations was used to examine mothers' reactions to sons and daughters when the children were misbehaving in ways that could, and sometimes did, result in injuries. Prior to injury, mothers predominantly expressed anger to sons and disappointment to daughters, focusing primarily on safety issues in response to daughters' misbehavior and discipline issues in response to sons' misbehavior. Once an injury resulted, mothers became concerned about their children, but the degree of concern was greater for injuries to daughters than to sons. Sons' risky misbehavior was attributed predominantly to nonmodifiable characteristics, whereas daughters' risky misbehavior was attributed to factors that a parent could expect to influence. Consistent with these attributions, mothers advocated active injury-prevention approaches to prevent injury recurrence to daughters, but did not believe that much else could be done to prevent injury recurrence to sons. Generally, the pattern of results support the notion that mothers expect more risky behavior of sons than of daughters, are more concerned about injuries to daughters than sons, and believe they can have greater influence on the risk-taking behavior of daughters than sons. Implications of these results for understanding gender differences in children's risk-taking and injuries are discussed.     

Parents' Responses to Television Violence: The Third-Person Perception,Parental Mediation,and Support for Censorship

Extending prior research on the third-person effect, which has focused on perceived media effects on adults, the present study examined parents' beliefs about the effects of televised violence on their own and other children, and how these perceptions are related to two different behavioral responses: parental mediation of television and support for censorship. Respondents were parents of children aged 3 to 18 (N = 70), who were contacted as part of a random sample for a larger study. Via telephone interviews, parents rated their perceptions of three effects of televised violence: (1) viewing the world as a dangerous place; (2) approving of aggression; and (3) behaving aggressively. As predicted, third-person perceptions were observed for all three types of influence, but were larger for the more socially undesirable aggression - related effects. Both parental mediation and support for censorship were associated with the perceived effects of televised violence. Evidence suggested that parents' behavioral responses were motivated by concern about both their own and other children, but that the pattern of responses varied for the three different effects of viewed violence.     

An Analysis of the Portrayal of Gender Roles in Turkish Television Advertisements

The aim of this study was to examine gender role portrayals in Turkish television advertising. For this purpose, a content analysis of the advertisements that aired on the selected 6 television channels was carried out. Three hundred fourteen independent advertisements were coded according to general characteristics of the advertisements and demographic and attitudinal/behavioral characteristics of the primary figures. The data show significant gender differences in these 2 groups of variables. The findings are also compared with findings of other research conducted in different cultural settings.     

The portrayal of black people in UK television advertising: perception and reality

• Since the early 1990s, the UK advertising industry has been criticised for the relative absence of non‐whites, and for the ways ethnic minorities are depicted when they are used. Using interviews with advertising professionals and focus groups with black consumers, information on the perceptions of black people in advertising was gathered. The overwhelming message to advertisers was a simple one: ‘it isn't about quotas; it's about the way we are portrayed’. A content analysis of all advertisements shown during prime time on the three terrestrial channels over 2 weeks was then conducted. Results revealed that black people are actually over‐represented in UK television advertisements, although this is not the case for all sectors. However, the role type given to black spokespersons was found to be limited. Implications for marketing and advertising are discussed.

Copyright © 2006 John Wiley & Sons, Ltd.     

Effects of Television Violence on Memory for Violent and Nonviolent Advertising

This study investigated the impact of television violence on memory for advertising, taking into account the possible role of viewer hostility arousal in this context. Experimental participants were exposed to advertising placed within a violent or a nonviolent film clip. One advertisement had 2 versions–violent and nonviolent–and was presented with 2 other nonviolent filler advertisements. Participants completed a mood questionnaire before and after being exposed to the television material, tested for memory for the embedded advertising and asked to rate the film clips and the advertisements using a set of evaluative scales. The nonviolent version of the target advertisement was less well remembered when placed in the violent film than in the nonviolent film, supporting Bushman and Bonacci (2002). In contrast, the violent version of the target advertisement was remembered much better than the nonviolent version when placed in the violent film sequence. Participants' hostility scores were higher only after watching the violent film, and associated with an impairment in the memory of the nonviolent advertisements, while enhancing the memory of the violent advertisement, thus providing some support for Bushman's (1998a) hostile-thought hypothesis.