If you are experiencing problems downloading PDF or HTML fulltext, our helpdesk recommend clearing your browser cache and trying again. If you need help in clearing your cache, please click here . Still need help? Email help@ingentaconnect.com

Children's Understanding of Television Advertising Intent

$54.78 plus tax (Refund Policy)

Buy Article:


Over the last three decades, a substantial body of research has accumulated seeking to address how exactly advertising, and in particular television advertising, influences children. Yet, given the diversity of methodologies used and the findings presented, it has been suggested that a common consensus on how exactly advertising affects children has not been reached (Gunter and Furnham 1998). This paper presents a brief overview of the literature addressing children's understanding of advertising with a view to identifying the contributions to date in this area and the accompanying gaps, omissions and under-researched perspectives. Findings are then presented from an exploratory study of eight and nine year old children with a view to providing a description of how they relate to television advertising. This qualitative study is part of an ongoing research project focusing on children of this age group.


Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725703321663728

Publication date: April 1, 2003

More about this publication?
Related content

Share Content

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
Cookie Policy
ingentaconnect 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