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.     

A longitudinal investigation of the relationship between maternal mind‐mindedness and theory of mind

Data are presented from a longitudinal investigation examining the relationship between maternal mind‐mindedness (MM) in infancy and socio‐cognitive development in childhood. We revisited children (n = 18) who had taken part in a longitudinal study as infants. MM had been assessed at 10, 12, 16, and 20 months of age. We followed up these children at 5–6 years of age to test their higher order theory of mind (ToM) (using the strange stories task). The convergent validity, temporal stability, and predictive validity of the construct of MM were examined in a longitudinal data set. The five measures of MM were not significantly correlated. Mother's production of appropriate mind‐related comments (but no other measures) showed evidence of temporal stability throughout infancy. Thus, MM (as measured by appropriate mind‐related comments) was confirmed as a stable construct. Children's ToM at 5–6 years of age was significantly predicted by their mother's MM up to 4 years earlier, with MM accounting for 40% of the variance of the strange stories task scores. These findings identify a relationship between MM across a protracted period of infancy and socio‐cognitive development at 5–6 years of age.