Children's understanding of advertisers' persuasive tactics.(Author abstract)

Authors
Rozendaal, Esther ; Buijzen, Moniek ; Valkenburg, Patti
Appears In
International Journal of Advertising
Subjects
Children -- Research; Investigations -- Analysis; Advertising -- Research
Audience
Trade
Summary
The aim of this study was to investigate children's understanding of six popular tactics used by advertisers to elicit certain advertising effects, including ad repetition, product demonstration, peer popularity appeal, humour, celebrity endorsement and premiums. We first asked 34 advertisers of child products to indicate what kind of effects (e.g. ad or product recall, learning and liking) they intend to elicit by using each of the six tactics. Subsequently, in a survey among 209 children (aged 8-12) and 96 adults (>18), we investigated the extent to which children understood advertisers' intended effects of these tactics and how this compared to an adult benchmark. Results showed that children's understanding of advertisers' tactics increased progressively between the ages of 8 and 12, showing a significant increase around age 10. The age at which children reach an adult level of understanding differed by tactic. For example, the use of celebrity endorsement was generally understood at an earlier age than other tactics, whereas product demonstration was understood at a later age. DOI: 10.2501/IJA-30-2-329-350
Bookmark
http://trove.nla.gov.au/work/152925387
Work ID
152925387
Editions
1 version of this work is listed below
Actions

A version is available from...

Online

How can I view this article online for free?

Your library may already pay a vendor for access to this article.

To tell us which libraries you belong to, first login or sign up. Then go to your profile page by clicking on your user name (at the top right of any screen) and choose your libraries. Instead of this text, you will then see a link to the article whenever it is available through your library. Setting up your libraries will also make it easier to find other articles you have access to.

Alternatively, to access this article without logging in to Trove, choose your library from the list of all libraries that subscribe to this article.

View online via a library membership

If you belong to one of these libraries you can access this article by clicking on the link for that library.

Locations where this may be found on the internet

Show 0 more links...

Published in

International Journal of Advertising, v.30, no.2, 2011 June, p.329(22) (ISSN: 0265-0487)
View details and online availability of this publication

How do I enable "My libraries"?

In order to set up a list of libraries that you have access to, you must first login or sign up. Then set up a personal list of libraries from your profile page by clicking on your user name at the top right of any screen.

All Libraries

Some editions of the publication "International journal of advertising" are available from these libraries. The edition containing this article ( v.30, no.2, 2011 June, p.329(22) ) may not be available:

These 19 locations:

Show 0 more libraries...

This single location in Australian Capital Territory:

Show 0 more libraries...

These 5 locations in New South Wales:

Show 0 more libraries...

These 2 locations in Queensland:

Show 0 more libraries...

These 3 locations in South Australia:

Show 0 more libraries...

These 5 locations in Victoria:

Show 0 more libraries...

Buy a copy

Other suppliers

Copies Direct

The National Library may be able to supply you with a photocopy or electronic copy of all or part of this item, for a fee, depending on copyright restrictions.

Order now

No Comments or reviews for this work

Add a comment



Work history

Versions / Editions

versions:
1 (out of 1)
Expand all / Collapse all
Title, Author, Edition Date Language Format Libraries
Children's understanding of advertisers' persuasive tactics.(Author abstract)
International Journal of Advertising 2011-06-01 English Article; Journal or magazine article Online (conditions apply)

Possibly related

Digitised newspapers and more

Searching...

Minimise

Diaries, letters, archives

Searching...

Minimise

Archived websites (1996 – now)

Searching...

Minimise

Pictures, photos, objects

Searching...

Minimise

Books

Searching...

Minimise

Music, sound and video

Searching...

Minimise

People and organisations

Searching...

Minimise

Journals, articles and data sets

Searching...

Minimise

Maps

Searching...

Minimise

Lists

Searching...

Minimise
  1. Advertising Research Foundation Conference
    This resource may have relevance to your query (score: 0.011)

    This resource may have relevance to your query (score: 0.011)

  2. Australian Advertising Research Foundation
    This resource may have relevance to your query (score: 0.011)

    This resource may have relevance to your query (score: 0.011)

  3. Business Advertising Research Council (New York, N.Y.)
    This resource may be of limited relevance to your query (score: 0.01)

    This resource may be of limited relevance to your query (score: 0.01)

  1. Honan Research
    Honan Research
    Created by zitavafiopulous, 23 items.

    Research into Honan information

    This resource may be of limited relevance to your query (score: 0.003)

    This resource may be of limited relevance to your query (score: 0.003)

  2. Norman Family Research
    Norman Family Research
    Created by sellar, 2 items.

    Research for Robert Noman, his descendants and relatives

    This resource may be of limited relevance to your query (score: 0.003)

    This resource may be of limited relevance to your query (score: 0.003)

  3. BCW research
    BCW research
    Created by bcwood, 1 item.

    This resource may be of limited relevance to your query (score: 0.003)

    This resource may be of limited relevance to your query (score: 0.003)

  1. Multidisciplinary accident investigation data file, 1974 final report
    Marsh, J. C., IV
    [ Map, Article : 1975-2006 ]
    View online
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.006)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.006)

  2. Tri-level accident investigation study. Volume 1. Final technical report
    Cooley, P.
    [ Map, Article : 1973-2006 ]
    View online
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.005)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.005)

  3. Korea 1945; Korea, area surveyed at scale 1:50,000 (sketch map) / R & A, OSS. A brief outline of the work of the Japanese Land Survey Department
    United States. Office of Strategic Services. Research and Analysis Branch
    [ Map : 1945 ]
    View online
    Korea 1945; Korea, area surveyed at scale 1:50,000 (sketch map) / R & A, OSS.  A brief outline of the work of the Japanese Land Survey Department
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.003)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.003)

  1. Market survey documents by Anderson Analysis
    Anderson Analysis
    [ Unpublished : 1943 ]
    At National Library
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.013)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.013)

  2. Telethon Institute for Child Health Research records
    Telethon Institute for Child Health Research
    [ Unpublished : 1993 ]
    Possibly online
    At WA State Library
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.009)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.009)

  3. Radio Advertising Bureau Papers, 1951-1956
    Radio Advertising Bureau
    [ Unpublished : 1951 ]
    View online
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.007)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.007)

  1. The Press Research Bureau : New Zea...
    Press Research ...
    [ Poster, chart, other : 1973 ]
  2. Advertising
    Pittsburgh City...
    [ Photograph : 1911-1916 ]
    Advertising
  3. Negative - by Lilian L. Pitts, Merr...
    Ms Lilian Pitts...
    [ Photograph, Art work : 1910 ]
    Negative - by Lilian L. Pitts, Merrigum, Victoria, circa 1910s
  4. Member of the National Honorary Boa...
    National Societ...
    [ Photograph : 2003 ]
    Member of the National Honorary Board of the National Society for Autistic Children; Linus Pauling's Awards and Medals
  5. Radiowatch: The monthly analysis of...
    Marketing
    [ Photograph, Article : 2006 ]
  6. How children played / Educational T...
    South Australia...
    [ Photograph : 1986 ]
  1. Children's responses to the screen : a media psychological approach / Patti M. Valkenburg
    Valkenburg, Patti M., 1958-
    [ Book : 2004-2008 ]
    View online (access conditions)
    At 15 libraries
    Children's responses to the screen : a media psychological approach / Patti M. Valkenburg
    This resource may be of limited relevance to your query (score: 0.111)

    This resource may be of limited relevance to your query (score: 0.111)

  2. Internet advertising : theory and research / edited by David W. Schumann, Esther Thorson
    Schumann, David W
    [ Book : 2006-2009 ]
    At 21 libraries
    Internet advertising : theory and research / edited by David W. Schumann, Esther Thorson
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.073)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.073)

  3. Television advertising and children : a review of the research literature 1969-1979 :a report / prepared by the Research Section of the Australian Broadcasting Tribunal at the request of the Children's Program Committee
    Australian Broadcasting Tribunal. Research Section
    [ Book, Article : 1980 ]
    At 21 libraries
    Television advertising and children : a review of the research literature 1969-1979 :a report / prepared by the Research Section of the Australian Broadcasting Tribunal at the request of the Children's Program Committee
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.067)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.067)

  4. Advertising and the World Wide Web / edited by David W. Schumann, Esther Thorson
    NetLibrary, Inc
    [ Conference Proceedings : 1999 ]
    View online (access conditions)
    At 23 libraries
    Advertising and the World Wide Web / edited by David W. Schumann, Esther Thorson
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.064)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.064)

  1. The media : a new analysis of the press, television, radio and advertising in Australia / Keith Windschuttle
    Windschuttle, Keith, 1942-
    [ Book, Audio book : 1984-1988 ]
    At 115 libraries
    The media : a new analysis of the press, television, radio and advertising in Australia / Keith Windschuttle
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.043)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.043)

  2. Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch
    Belch, George E. (George Eugene)
    [ Book, Audio book : 1998-2012 ]
    Possibly online
    At 88 libraries
    Advertising and promotion : an integrated marketing communications perspective / George E. Belch & Michael A. Belch
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.033)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.033)

  3. Alice's adventures in Wonderland / Lewis Carroll ; illustrated by Helen Oxenbury
    Carroll, Lewis, 1832-1898
    [ Book, Audio book, Sound : 1800-2010 ]
    Languages: English, Italian, Chinese, [37 others]
    Read online at Open Library/Internet Archive
    View online
    At 173 libraries
    Alice's adventures in Wonderland / Lewis Carroll ; illustrated by Helen Oxenbury
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.024)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.024)

  4. Effective advertising research : a market research society seminar
    Market Research Society of Australia
    [ Video : 1994 ]
    At 4 libraries
    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.024)

    This resource may only be vaguely related to your query: matching terms may only have been found in the full text contents of the resource (score: 0.024)

  1. Website: Engaging children in research on sensitive issues
    www.dhcs.act.gov.au
    Matching pages:
    • Engaging Children LitReview - 12/3/2008
    • ... a process of including children in dialogue, action, analysis and change (Pretty, 1995:54). Institute...
    View 7 matching archived pages
    This resource may be of limited relevance to your query (score: 0.008)

    This resource may be of limited relevance to your query (score: 0.008)

  2. Website: Australian Research Alliance for Children & Youth
    www.aracy.org.au
    Matching pages:
    View 9244 matching archived pages
    This resource may be of limited relevance to your query (score: 0.007)

    This resource may be of limited relevance to your query (score: 0.007)

  3. Website: Patient Safety : a comparative analysis of eight inquiries in six countries
    www.cec.health.nsw.gov.au
    Matching pages:
    This resource may be of limited relevance to your query (score: 0.007)

    This resource may be of limited relevance to your query (score: 0.007)

  1. Observing purchase-related parent-child communication in retail environments: a developmental and socialization perspective.(Report)
    Buijzen, Moniek; Valkenburg, Patti M
    Human Communication Research
    [ Article : 2008 ]
    View online (access conditions)
    This resource may be of limited relevance to your query (score: 0.068)

    This resource may be of limited relevance to your query (score: 0.068)

  2. The unintended effects of television advertising: a parent-child survey.(Author Abstract)
    Buijzen, Moniek; Valkenberg, Patti M
    Communication Research
    [ Article : 2003 ]
    This resource may be of limited relevance to your query (score: 0.059)

    This resource may be of limited relevance to your query (score: 0.059)

  3. Young consumers : insight and ideas for responsible marketers
    World Advertising Research Center
    [ Periodical : 2004-2011 ]
    At Monash Uni Library
    This resource may be of limited relevance to your query (score: 0.057)

    This resource may be of limited relevance to your query (score: 0.057)

  4. Advertising research directory / ARF
    Advertising Research Foundation
    [ Periodical : 1980-1996 ]
    This resource may be of limited relevance to your query (score: 0.054)

    This resource may be of limited relevance to your query (score: 0.054)

  1. SOIL ANALYSIS AND GRUB INVESTIGATIONS
    Townsville Daily Bulletin (Qld. : 1885 - 1954) Thursday 31 March 1927 p 5 Article
    ... SOIL ANALYSIS AND GRUB INVESTIGATIONS The Director of the Bureau of Sugar ar Experiment Stations (Mr. H. T. Easterby). has received the following report from the southern assistant entomologist, Mr., R. W, Mungom ery; - Soil analyses In reference 19 grub In. festntion: - Prom observations during ... 1082 words
    This resource is likely to be relevant to your query (score: 0.418)

    This resource is likely to be relevant to your query (score: 0.418)

  2. GERMAN LOSSES. INTERESTING ANALYSIS. MR. BELLOC'S INVESTIGATIONS LONDON, Feb. 23.
    The Sydney Morning Herald (NSW : 1842 - 1954) Friday 25 February 1916 p 7 Article
    ... GERMAN LOSSES. INTERESTING ANALYSIS. MR. BELLOC'S INVESTIGATIONS LONDON, Feb. 23. Sir. Hilaire Belloc contributes In "Land and Water," a well-reasoned analysis of the German losses, after a visit to ... own investigations prove the falsity of the German figures. He asserts that he dis- covered nearly 70 ... 226 words
    This resource is likely to be relevant to your query (score: 0.351)

    This resource is likely to be relevant to your query (score: 0.351)

  3. GERMANY'S OIL SUPPLIES An Analysis of Investigations
    The Horsham Times (Vic. : 1882 - 1954) Friday 14 February 1941 p 8 Article
    ... GERMANY'S OIL SUPPLIES An Analysis of Investigations From time to time rumors- are current .rient of Germa.ny being short of oil and petrol How Ho'i much -truth -:is.. in them it is 'impossible to ... c?Club' of' aVictoria-- cntaifi thei results of: ,investigations by ,ex perts, and also analyses of ... 514 words
    This resource is likely to be relevant to your query (score: 0.35)

    This resource is likely to be relevant to your query (score: 0.35)