Effects of TV advertising on children and parental influence on children's TV viewing
The objective of this study is to investigate the effects of children advertising on children and parental influences on the children’s attitude and understanding levels toward children advertisements on television. The respondents for this study were both parents and children. Among others, the stu...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
Academy of Marketing Science
1997
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| Online Access: | http://psasir.upm.edu.my/id/eprint/60384/ http://psasir.upm.edu.my/id/eprint/60384/1/Effects%20of%20TV%20advertising%20on%20children%20and%20parental%20influence%20on%20children%27s%20TV%20viewing.pdf |
| _version_ | 1848854180387618816 |
|---|---|
| author | Joseph, C. Ahmad, M. I. |
| author_facet | Joseph, C. Ahmad, M. I. |
| author_sort | Joseph, C. |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | The objective of this study is to investigate the effects of children advertising on children and parental influences on the children’s attitude and understanding levels toward children advertisements on television. The respondents for this study were both parents and children. Among others, the study revealed the children’s inability to distinguish commercials from TV programmes and to differentiate fantasy from reality. These inabilities, however, differed with children’s age levels. Further, the results indicate that parents have an influence over the children’s understanding levels with respect to children advertisements in television. |
| first_indexed | 2025-11-15T11:05:46Z |
| format | Conference or Workshop Item |
| id | upm-60384 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T11:05:46Z |
| publishDate | 1997 |
| publisher | Academy of Marketing Science |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-603842018-05-21T03:33:03Z http://psasir.upm.edu.my/id/eprint/60384/ Effects of TV advertising on children and parental influence on children's TV viewing Joseph, C. Ahmad, M. I. The objective of this study is to investigate the effects of children advertising on children and parental influences on the children’s attitude and understanding levels toward children advertisements on television. The respondents for this study were both parents and children. Among others, the study revealed the children’s inability to distinguish commercials from TV programmes and to differentiate fantasy from reality. These inabilities, however, differed with children’s age levels. Further, the results indicate that parents have an influence over the children’s understanding levels with respect to children advertisements in television. Academy of Marketing Science 1997 Conference or Workshop Item PeerReviewed text en http://psasir.upm.edu.my/id/eprint/60384/1/Effects%20of%20TV%20advertising%20on%20children%20and%20parental%20influence%20on%20children%27s%20TV%20viewing.pdf Joseph, C. and Ahmad, M. I. (1997) Effects of TV advertising on children and parental influence on children's TV viewing. In: 1997 World Marketing Congress, 24-27 June 1997, Kuala Lumpur, Malaysia. (pp. 50-54). 10.1007/978-3-319-17320-7_14 |
| spellingShingle | Joseph, C. Ahmad, M. I. Effects of TV advertising on children and parental influence on children's TV viewing |
| title | Effects of TV advertising on children and parental influence on children's TV viewing |
| title_full | Effects of TV advertising on children and parental influence on children's TV viewing |
| title_fullStr | Effects of TV advertising on children and parental influence on children's TV viewing |
| title_full_unstemmed | Effects of TV advertising on children and parental influence on children's TV viewing |
| title_short | Effects of TV advertising on children and parental influence on children's TV viewing |
| title_sort | effects of tv advertising on children and parental influence on children's tv viewing |
| url | http://psasir.upm.edu.my/id/eprint/60384/ http://psasir.upm.edu.my/id/eprint/60384/ http://psasir.upm.edu.my/id/eprint/60384/1/Effects%20of%20TV%20advertising%20on%20children%20and%20parental%20influence%20on%20children%27s%20TV%20viewing.pdf |