CHILDREN’S UNDERSTANDING OF TELEVISION COMMERCIALS: A QUALITATIVE APPROACH

Yasare Aktas Arnas*
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Yasare Aktas Arnas*: Cukurova University, Adana, Turkey

International Journal of Humanities, Arts and Social Sciences, 2016, vol. 2, issue 1, 45-51

Abstract: The purpose of this study was to explore the understanding and perception of television advertising by Turkish children. This study was conducted in two kindergartens in Adana, which is in southern Turkey. In study 44, children at the ages of three to six were included. In the research, questions about the TV ads were asked to children verbally. Individual interviews were held with each child and they were recorded to a tape recorder. At the end of the study, it was found that most of the 3-6 years old children in this study remembered the TV commercials and the names of the products; almost none of the children distinguished between the commercial and the other programs; one fourth of the children perceived the intention of the commercials and more than half of the children believed in what was said in the TV commercials. The results of this study showed that the preschool children (3-6 years old) had considerably high information about the TV commercials.

Keywords: Preschool Children; Television Advertising; Commercials; Persuasion (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:apa:ijhass:2016:p:45-51

DOI: 10.20469/ijhss.2.20005-1

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