TV advertising and children’s consumer culture
The paper presents the results of the research on consumer experience of 6–7 year old children investigated from the child’s perspective. The authors employed the method of interview with the child about TV advertisements, using stimulus material. The authors state that children recognize TV adverti...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Gdańsk
2014-09-01
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| Series: | Problemy Wczesnej Edukacji |
| Subjects: | |
| Online Access: | https://czasopisma.bg.ug.edu.pl/index.php/pwe/article/view/871 |
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| _version_ | 1823858409245507584 |
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| author | Reda Ponelienė Sigitas Balčiūnas |
| author_facet | Reda Ponelienė Sigitas Balčiūnas |
| author_sort | Reda Ponelienė |
| collection | DOAJ |
| description | The paper presents the results of the research on consumer experience of 6–7 year old children investigated from the child’s perspective. The authors employed the method of interview with the child about TV advertisements, using stimulus material. The authors state that children recognize TV advertisements shown for them, make a distinction between advertisements and other television programmes, and have a certain knowledge about them. The study disclosed that the child’s approach to advertising depends on adults’ behaviour. It also revealed rudiments of critical assessment of advertising, which are mainly determined by negative experience of the child itself using the advertised item. According to the authors, in order to achieve the child’s critical attitude towards consumption and advertising, the adult who is together with the child must have similar features and values.
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| format | Article |
| id | doaj-art-663e0621b9fe4084b2941f6745f3f87a |
| institution | Kabale University |
| issn | 1734-1582 2451-2230 |
| language | English |
| publishDate | 2014-09-01 |
| publisher | University of Gdańsk |
| record_format | Article |
| series | Problemy Wczesnej Edukacji |
| spelling | doaj-art-663e0621b9fe4084b2941f6745f3f87a2025-02-11T11:29:56ZengUniversity of GdańskProblemy Wczesnej Edukacji1734-15822451-22302014-09-01263TV advertising and children’s consumer cultureReda Ponelienė0Sigitas Balčiūnas1Šiauliai UniversityŠiauliai UniversityThe paper presents the results of the research on consumer experience of 6–7 year old children investigated from the child’s perspective. The authors employed the method of interview with the child about TV advertisements, using stimulus material. The authors state that children recognize TV advertisements shown for them, make a distinction between advertisements and other television programmes, and have a certain knowledge about them. The study disclosed that the child’s approach to advertising depends on adults’ behaviour. It also revealed rudiments of critical assessment of advertising, which are mainly determined by negative experience of the child itself using the advertised item. According to the authors, in order to achieve the child’s critical attitude towards consumption and advertising, the adult who is together with the child must have similar features and values. https://czasopisma.bg.ug.edu.pl/index.php/pwe/article/view/871consumerismchildren as consumerschildren’s approach to advertising |
| spellingShingle | Reda Ponelienė Sigitas Balčiūnas TV advertising and children’s consumer culture Problemy Wczesnej Edukacji consumerism children as consumers children’s approach to advertising |
| title | TV advertising and children’s consumer culture |
| title_full | TV advertising and children’s consumer culture |
| title_fullStr | TV advertising and children’s consumer culture |
| title_full_unstemmed | TV advertising and children’s consumer culture |
| title_short | TV advertising and children’s consumer culture |
| title_sort | tv advertising and children s consumer culture |
| topic | consumerism children as consumers children’s approach to advertising |
| url | https://czasopisma.bg.ug.edu.pl/index.php/pwe/article/view/871 |
| work_keys_str_mv | AT redaponeliene tvadvertisingandchildrensconsumerculture AT sigitasbalciunas tvadvertisingandchildrensconsumerculture |