Caroline Oates joined the Management School at the University of Sheffield as a lecturer in 1997. She teaches marketing communications and qualitative research methods at both undergraduate and postgraduate levels. Her research interests include advertising to children and green marketing and she has published papers in a number of journals and presented at international conferences in these areas.
Children and television advertising: when do they understand persuasive intent?
Article first published online: 11 JUL 2006
Copyright © 2002 Henry Stewart Publications.
Journal of Consumer Behaviour
Volume 1, Issue 3, pages 238–245, February 2002
How to Cite
Oates, C., Blades, M. and Gunter, B. (2002), Children and television advertising: when do they understand persuasive intent?. Journal of Consumer Behaviour, 1: 238–245. doi: 10.1002/cb.69
- Issue published online: 11 JUL 2006
- Article first published online: 11 JUL 2006
- Manuscript Received: 11 JUL 2001
- television advertising;
Children's response to television advertising is investigated in this paper. Children aged between six and ten years were tested for their recall, recognition and understanding of novel television advertisements. Children were able to recognise scenes from the advertisements after one exposure but recall of the brand names was poor for the younger children, even after three exposures. Recall for the advertising content increased by age and number of exposures. None of the six-year-olds and only a quarter of the eight-year-olds and a third of the ten-year-olds discussed advertising in terms of persuasion. Therefore, although children remember television advertisements, their purpose is not fully understood, even by many ten-year-olds. Copyright © 2002 Henry Stewart Publications.