Use this URL to cite or link to this record in EThOS: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.555890
Title: The development of children's understanding of advertising
Author: Chu, Maria Teresa Pui Yan
Awarding Body: University of Sheffield
Current Institution: University of Sheffield
Date of Award: 2010
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Abstract:
This thesis examined the development of children's understanding of the persuasive intent of advertising, which was defined as their understanding of the purpose of advertisements to persuade people to buy the advertised products. Previous research has found age-related changes in the development of this understanding. However, little is known about the sources of developmental changes in this understanding. A series of 6 experimental studies explored children's understanding of the persuasive intent of advertising and their scepticism towards advertisements in relation to their theory of mind and their understanding of the marketplace. Children's understanding of the persuasive intent of advertising and their scepticism towards advertisements were assessed in interviews. Established false belief tasks were used to assess children's theory of mind, and novel measures were developed to measure children's understanding of the marketplace. It was found that children's understanding of the persuasive intent of advertising was positively related to their second order theory of mind and to their understanding of how advertising is causally related to economic variables such as sales and demand. However, children's understanding of the persuasive intent of advertising was not related to their understanding of persuasion in social contexts. Moreover, children who recognised the persuasive intent of advertising did not necessarily evaluate advertisements on the basis of the advertisers' motives. Rather, children who believed the priority of businesses was to pursue financial gain, rather than to serve the welfare of customers, were more likely to be sceptical towards advertisements because of the advertisers' self-serving interests. This thesis provides some evidence that the development of children's understanding of advertising is related to their cognitive development and their understanding of the marketplace.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID: uk.bl.ethos.555890  DOI: Not available
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