Use this URL to cite or link to this record in EThOS:
Title: The development of children's understanding of advertisements on television and the Internet in the U.K. and Indonesia
Author: Ali, Moondore
ISNI:       0000 0004 2706 4725
Awarding Body: University of Sheffield
Current Institution: University of Sheffield
Date of Award: 2009
Availability of Full Text:
Access from EThOS:
Access from Institution:
Children's ability to understand the purpose of television advertising develops in stages; the ability to recognize advertisements from surrounding programmes and the ability to understand the informative and persuasive intent of advertisements. Researchers have demonstrated that children are able to distinguish television advertisements from surrounding programmes as young as 4 years of age. Most research into children's understanding advertisement intent has been based on verbal methods and this research has concluded that children have an awareness of persuasive intent of advertisements from the age of 7 or 8 years. In contrast, researchers who have used non-verbal methods to measure children's understanding of advertising claim that children as young as 4 or 5 years of age have some awareness of the informative and persuasive intent of advertisements. In chapters 3 to 7 we investigated UK and Indonesian children between the 4 and 9 years of age using non-verbal methods. The results failed to show that young children can demonstrate an awareness of the informative or persuasive intent of advertisements. Instead our results support the. findings from verbal methods, that children only develop an understanding of the purpose of advertising about 7 or 8 years of age. Although research on children's ability to distinguish between advertisements and programmes is well established for television advertising, there has been lack of research in new media. In chapters 8 to 1O we investigated UK and Indonesian children's ability to identify advertisements on Web pages. The results showed that children were poor at recognizing advertisements on the Web pages. Less than a third of 6-year-olds could identify the advertisements, although this age group can successfully identify television advertisements. Therefore we concluded that the sequence of children's understanding of advertising that has been put forward to explain children's awareness of television advertising may not apply to other media, like the Internet.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available