Skip to main content

The Established and Potential Mediating Variables in the Child's Understanding of Advertising Intent : Towards a Research Agenda

Buy Article:

$53.17 plus tax (Refund Policy)

Abstract:

This paper aims to explore in detail the issue of advertising intent, with particular reference to the child. The literature review examines the importance of age and cognitive and social development in this field and considers whether or not children can distinguish between television programming and advertising. What the literature review illustrates is that research studies thus far have conflicting viewpoints on these areas. Within the research to date, there are also a number of important issues which do not seem to be addressed. Most notably, there is little research which considers the impact of advertising upon children, from the child's perspective. This paper thus proposes an exploratory framework which aims to consider the established and potential mediating variables in the child's understanding of advertising intent.

Keywords: ADVERTISING; ADVERTISING INTENT; CHILDREN; COGNITIVE DEVELOPMENT; DEVELOPMENT; SOCIAL

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/0267257022683659

Publication date: June 1, 2002

More about this publication?
routledg/jmm/2002/00000018/F0020005/art00004
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more