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| Author: | Bakir, A. |
| Title: | "Some assembly required": comparing disclaimers in children's TV advertising in Turkey and the United States |
| Journal: | Journal of Advertising Research
2009 : MARCH, VOL 49:1 p. 93-103 |
| Index terms: | television advertising law children research Turkey USA languages |
| Freeterms: | disclaimers |
| Language: | eng |
| Abstract: | The study investigates the differences how disclaimers are used in both Turkish and U.S. children's television commercials. The goal is to compare and contrast the use and format of disclaimers in two countries with different level of market maturity. Previous studies of disclaimers with respect to children have mostly concentrated on U.S advertising. The analysis was made by paying attention to the amount of disclaimers used in the commercials, structural formats for disclaimers, and third whether there were country differences in the execution of disclaimers in children's ads. Three findings were found: the frequency of disclaimers in Turkey was less than half that in the United States, Turkish commercials used child character five times more often than U.S. commercials did and the language used in the disclaimers revealed that U.S utilized more adult language compared to Turkey which mostly used child's language. |
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