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

Everything Under Control: A Child's Eye View of Advertising

$54.78 plus tax (Refund Policy)

Buy Article:

Abstract:

Research on children's response to advertising is dominated by positivistic and quantitative approaches and often addresses children's failure to understand advertising in an adult manner. This paper suggests that reliance on Piaget's theory of child development has restricted research on children and advertising, and calls for more attention to be given to theorists such as Erikson who offer broader accounts incorporating social and cultural issues. The paper builds a case for viewing children as active, socially and culturally situated consumers of advertising by reviewing meaning-based, reader-response and literacy approaches to advertising. It reports on a qualitative study (using photo diaries, individual interviews and small friendship group discussions) which sought a child's eye view of advertising experiences among 10-12 year-olds. The children shared a drive to obtain and demonstrate power in their everyday lives, and this led them to seek mastery, control and critical distance in their dealings with advertising. The study's implications are considered for advertising practitioners, researchers and public policy makers.

Keywords: ADVERTISING LITERACY; ADVERTISING TO CHILDREN; INTERPRETIVE; READER; RESEARCH; RESPONSE THEORY

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725703321663737

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
X
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