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| Author: | Rozendaal, E. Buijzen, M. Valkenburg, P. |
| Title: | Children's understanding of advertisers' persuasive tactics |
| Journal: | International Journal of Advertising
2011 : VOL. 30:2, p. 329-350 |
| Index terms: | advertising children Netherlands |
| Freeterms: | persuasion |
| Language: | eng |
| Abstract: | This study aimed to explore children's understanding (henceforth as: undg.) of six popular tactics used by advertisers (herein as: advts.) to achieve certain advertising effects, incl. advertisement repetition, product demonstration, humour, peer popularity appeal, premiums and celebrity endorsement. 34 advts. of child products were asked to indicate what kind of effects they intended to elicit through using of the six tactics. Subsequently, a survey among over 200 children aged from 8 to 12 and almost 100 adults aged over 18 examined the extent to which children understood advts.' intended effects of these tactics and how this compared with an adult benchmark. It is shown that children's undg. of advts.' tactics increased progressively btw. 8 and 12 years of age, showing a marked increase around 10 years of age. The age at which children reach an adult level of undg. differs by tactic etc. |
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