Television advertising to young children
Children are becoming increasingly important as a focus for marketing strategies as a result of not only their increased purchasing power, but also because of the influence they exert on parental purchasing decisions. Currently, little is known about how children view television advertising message...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1834 |
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| Summary: | Children are becoming increasingly important as a focus for marketing strategies as a
result of not only their increased purchasing power, but also because of the influence
they exert on parental purchasing decisions. Currently, little is known about how
children view television advertising messages directed at them, or the advertising
formats that appeal to them. The purpose of this research was therefore to discover
how young children view television adverts directed specifically at them. Data was
collected by making use of eight focus groups. The findings suggest inter alia that
separate messages must be formulated for boys and girls, that messages must contain
a cleverly told story, and that the message must be relevant to them
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| ISSN: | 0259-0069 2957-7950 |