Children's understanding of advertising : an investigation using verbal and pictorially cued methods.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Published

Standard

Children's understanding of advertising : an investigation using verbal and pictorially cued methods. / Owen, Laura ; Auty, Susan ; Lewis, Charlie et al.
In: Infant and Child Development, Vol. 16, No. 6, 11.2007, p. 617-628.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Owen, L , Auty, S , Lewis, C & Berridge, D 2007, 'Children's understanding of advertising : an investigation using verbal and pictorially cued methods.', Infant and Child Development, vol. 16, no. 6, pp. 617-628. https://doi.org/10.1002/icd.535

APA

Owen, L., Auty, S., Lewis, C., & Berridge, D. (2007). Children's understanding of advertising : an investigation using verbal and pictorially cued methods. Infant and Child Development, 16(6), 617-628. https://doi.org/10.1002/icd.535

Vancouver

Owen L , Auty S , Lewis C , Berridge D. Children's understanding of advertising : an investigation using verbal and pictorially cued methods. Infant and Child Development. 2007 Nov;16(6):617-628. doi: 10.1002/icd.535

Author

Owen, Laura ; Auty, Susan ; Lewis, Charlie et al. / Children's understanding of advertising : an investigation using verbal and pictorially cued methods. In: Infant and Child Development. 2007 ; Vol. 16, No. 6. pp. 617-628.

Bibtex

@article{59c2dcfdb5c34205b8b05f1309510913,

title = "Children's understanding of advertising : an investigation using verbal and pictorially cued methods.",

abstract = "Conflicting results on children's understanding of advertising may stem from differences in research methods. Most studies are conducted using interviewing techniques, employing only verbal questioning. In the present study, 136 children of two age groups (7 and 10 years) were first asked what advertising was for and, after responding, shown depictions of possible reasons. The results indicate that although older children are more likely than younger ones to understand that advertising seeks to promote selling, pictorial cues allow a much larger proportion of all children to indicate their understanding than verbal questioning does on its own, with younger children especially showing improvement. Thus, seven-year-olds seem to have an implicit understanding of the persuasive intent of advertising that they are unable to articulate in response to investigators' questions. Multiple methods appear to offer a means of evaluating the level of sophistication in children' understanding of advertising.",

keywords = "children • advertising • cognitive development • persuasion",

author = "Laura Owen and Susan Auty and Charlie Lewis and Damon Berridge",

year = "2007",

month = nov,

doi = "10.1002/icd.535",

language = "English",

volume = "16",

pages = "617--628",

journal = "Infant and Child Development",

issn = "1522-7227",

publisher = "JOHN WILEY & SONS LTD",

number = "6",

}

RIS

TY - JOUR

T1 - Children's understanding of advertising : an investigation using verbal and pictorially cued methods.

AU - Owen, Laura

AU - Auty, Susan

AU - Lewis, Charlie

AU - Berridge, Damon

PY - 2007/11

Y1 - 2007/11

N2 - Conflicting results on children's understanding of advertising may stem from differences in research methods. Most studies are conducted using interviewing techniques, employing only verbal questioning. In the present study, 136 children of two age groups (7 and 10 years) were first asked what advertising was for and, after responding, shown depictions of possible reasons. The results indicate that although older children are more likely than younger ones to understand that advertising seeks to promote selling, pictorial cues allow a much larger proportion of all children to indicate their understanding than verbal questioning does on its own, with younger children especially showing improvement. Thus, seven-year-olds seem to have an implicit understanding of the persuasive intent of advertising that they are unable to articulate in response to investigators' questions. Multiple methods appear to offer a means of evaluating the level of sophistication in children' understanding of advertising.

AB - Conflicting results on children's understanding of advertising may stem from differences in research methods. Most studies are conducted using interviewing techniques, employing only verbal questioning. In the present study, 136 children of two age groups (7 and 10 years) were first asked what advertising was for and, after responding, shown depictions of possible reasons. The results indicate that although older children are more likely than younger ones to understand that advertising seeks to promote selling, pictorial cues allow a much larger proportion of all children to indicate their understanding than verbal questioning does on its own, with younger children especially showing improvement. Thus, seven-year-olds seem to have an implicit understanding of the persuasive intent of advertising that they are unable to articulate in response to investigators' questions. Multiple methods appear to offer a means of evaluating the level of sophistication in children' understanding of advertising.

KW - children • advertising • cognitive development • persuasion

U2 - 10.1002/icd.535

DO - 10.1002/icd.535

M3 - Journal article

VL - 16

SP - 617

EP - 628

JO - Infant and Child Development

JF - Infant and Child Development

SN - 1522-7227

IS - 6

ER -

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