Television advertising to young children: An exploratory study
An exploratory study
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- Articles
- Submited: October 25, 2022
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Published: October 31, 2022
Abstract
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
Article Metrics Graph
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How to Cite
Television advertising to young children: An exploratory study. (2022). Communicare: Journal for Communication Studies in Africa, 19(1), 44-60. https://doi.org/10.36615/jcsa.v19i1.1834
