Children and Advertising on Television: A Survey of the Research, 1994-2000
Nordicom Review, 22 (2):
71--78 (2001)Аннотация
This study surveys current research, with an emphasis on European studies, of children and television advertising since 1994. This article briefly summarizes the report. Surveying the research on children and television, the author found that many different actors having economic and political stakes in the issue are active in the policy debate. Proponents as well as opponents of television advertising aimed at children have initiated and financed studies, the results of which often serve their respective interests. The fact that a majority of the studies on this subject have been steered by extra-scientific interests (e.g., the policy decision of whether advertising to young children should be banned or regulated) means that the studies have had different starting points and perspectives. Thus, it is found that those favoring television advertising aimed at children prefer to cite research based on observations, the results of which indicate that even very young children can recognize and comprehend commercial messages. On the other hand, opponents of such advertising tend to cite findings based on verbal responses that show that only after some years can children distinguish commercials from other program content and perceive their intent.