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| Author: | Neeley, S.M. Schumann, D.W. |
| Title: | Using animated spokes-characters in advertising to young children: Does increasing attention to advertising necessarily lead to product preference? |
| Journal: | Journal of Advertising
2004 : FALL VOL. 33:3, p. 7-23 |
| Index terms: | Advertising Products Brands Consumer behaviour Children USA |
| Language: | eng |
| Abstract: | The use of animated spokes-characters (hereafter as: a-s-c.) in advertising to young children (here as: y-c.) is a strategic communication tactic frequently examined, debated, and criticized by parents, researchers etc. Although public opinion suggests that a-s-c. influence y-c.'s product desires, academic research has generally failed to demonstrate the effect. This study extends previous studies examining a-s-c. influence on children, specifically examining the effects of character action and voice (here as: c-a-and-v.). Results of two studies support previous findings that although c-a-and-v. may influence a child's attention to an ad, character, and product recognition, and even a positive attitude toward the product, the relation btw. a-s-c. and a child's preference, intention, and choice of a product is uncertain. |
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