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ERIC Number: ED119813
Record Type: Non-Journal
Publication Date: 1975-Aug
Pages: 30
Abstractor: N/A
Reference Count: N/A
The Measurement of Advertising Impact on Children.
Haefner, James E.; And Others
This study examined the impact on children of two deceptive and two non-deceptive 60-second color commericals inserted in a 25-minute film. The ads were rated as deceptive or non-deceptive by attorneys at the Federal Trade Commission. A total of 102 students aged 11 to 13 and 34 students aged 7 viewed the film with the ads inserted. Pre- and post-questionnaires were administered to all students before and after the film session to determine any changes in acceptance of beliefs contained in the commericials, in attitudes, or in behavioral intentions. The posttest included recall items to indicate whether children attended to the commericals. The pretest for the older children also included items designed to measure family communications. Results indicated high recall of brand for all age groups and little if any relationship between program liking and reaction to the commercials. The children were influenced to change their levels of acceptance of the beliefs contained in the commercials; this effect was weakest in children who came from families which stressed questioning in family communications. Younger children showed shifts in beliefs produced by both deceptive and non-deceptive ads, but older children were persuaded only by one deceptive commercial. No direct impact was found on brand attitudes or on intentions. (GO)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A