search query: @author Prothero, A. / total: 6
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| Author: | Lawlor, M-A. Prothero, A. |
| Title: | Exploring children's understanding of television advertising - beyond the advertiser's perspective |
| Journal: | European Journal of Marketing
2008 : NOV, VOL. 42: 11/12 p. 1203-1223 |
| Index terms: | children television advertising advertising effectiveness Irish Republic statistical methods |
| Language: | eng |
| Abstract: | The paper aims to explore children's understanding of television advertising intent instead of traditional approach in the literature which explores the effects of advertising to the children. An interpretive study of Irish children with qualitative approach is made. The findings reveal, among others, that the participating children view advertising as serving interests including, but not limited to, the advertiser. According to the authors, these children view advertising as being larger and more complex than the advertiser's perspective. |
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