area 6 child psychology Flashcards
what did valkenburg believe?
that we should distinguish between the Intentional and Unintentional effects of advertising.
what are some intentional effects of advertising?
Brand Awareness
what did Carole Macklin find?
completed and experimental study where children were shown a series of ads in controlled conditions and their recognition tested and found that 65% of 5 year olds could recognise a cereal brand after seeing just one ad.
what did Ward & Wackman find?
found Correlations between ads watched andbrands recalled are mostly non significant but there are significant correlations in older children between 15 and 18.
what did Kunkel & Castonguay (2012) suggest as two reasons for the age effect in recall?
- Young children are not able to tell the difference between ads and programmes.
- They cannot understand that an ad has persuasive intent. They do not appreciate that an ad is trying to sell them something, whether it be an educational programme or a commercial product.
what are some unintentional effects of advertising?
pester power
Dissatisfaction & unhappiness
what did Valkenburg & Cantor find?
suggest that parent child conflict arises out of what popularly known as ‘pester power’
Once children become aware of advertised brands and products they often go onto request or demand that their parents buy it.conflict in inevitable - children make so many pestering requests that parents are obliged to refuse most of them.
what did some researchers find opposing valkenburg and cantor?
Researchers disagree on whether this is an intended or unintended effect. Pestering may be intentional but family conflict (although an inevitable outcome) may not be
what did Hodden study
observed 2 year old children’s purchase requests during a 25 minute supermarket shopping trips with their mothers.
The children requested a particular product 18 times on average usually asking for it but sometimes via non verbal means such as pointing or holding the product.
what is social comparison theory?
children see the children in adverts have achieved fulfillment through buying one of the products and compare their own lives and feel dissatisfaction because the contrast is overwhelming and the more ads they watch the greater the feeling of dissatisfaction. ads create high expectations
what did Robertson find?
found a small but significant negative correlation in boys between the number of ads they’d seen and their level of satisfaction with a toy.
what did Kunkel & Mcllrath find about Stereotyping in Children’s TV Ads?
boys and girls were equally likely to appear in ads but boys were more likely to be portrayed as active and aggressive than girls.
how did Macklin & Kolbe study stereotyping in childrens ad’s?
conducted a content analysis of 64 children’s TV ads. 8 judges rated the ads for gender role stereotyping in terms of characters portrayed in the ads and in the content voice overs.
what did Macklin & Kolbe study find about stereotyping in childrens ad’s?
claimed that very little has changed since the early 2000’s with males more likely to be active and females passive in their behaviour
64% of the dominant characters in ads were male.
what did Blakemore & Centers find about stereotyping in children’s ads and the type of toys?
strong link between the types of toys advertised and traditional gender role stereotypes.
For example ads for girls toys emphasized the importance of attractive physical appearance and domesticity, Ads aimed at boys featured activity, competition, battle and desctruction
what did Owen & Padron (2015) find when looking at language in ads?
They analysed content the voice narratives in ads for action figures aimed at girls (Bratz) and boys (batman).
girls- included many words related to fantasy and appearance
boys- included more aggressive and [power words/ science
how can bandura be used to explain the effects of gender stereotyping?
suggests that such roles can be learnt from media models through the processes of imitation, identification and vicarious reinforcement. Girls who watch ads in which female characters are rewarded for gender stereotyped behaviour (passivity) are more likely to imitate such behaviours
what did owen and padron suggest about the effects of gender stereotyping?
the gender stereotyped language of ads aimed at children may affect how children perceive gender roles – ‘normalising’ stereotyped behaviour, especially as they claim that children tend to accept media representations without evaluating them.
what did Maher find about racial stereotypes in childrens ads?
Analysed 155 children’s ads in the USA and found that 73% of African-American & Hispanic characters appeared in minor/background role compared with 53% Caucasian & Asian Characters.
what did halford find about food advertising and childhood obesity?
found that obese children were able to recognise more food related ads than non obese children.
also found that the more ads obese children recognised, the greater their food intake (especially in high calorie snacks)
obese children are obese because they are susceptible to food related cues (which trigger eating),
how did Gorn & Goldberg (1982) study obesity and child ad’s?
showed ads to 5 – 8 year olds children at a summer camp.They watched 30 mins of cartoons every day for 2 weeks. The cartoons included a 5 min segment of food related ads.
At the end of each daily viewing the children were offered a choice of foods from the full range covered in the ads.
what were the experimental groups in gorn and goldberg?
Group 1- saw ads for sweets and fizzy drinks.
Group 2 – saw ads for fruit & fruit juice
Group 3 – saw ads for general healthy foods
Control group – saw no ads
what did Gorn and Goldberg find?
The children who saw the sweets/fizzy drinks ads chose sweets more often and fruit less often than other children – showing the impact of the ad.
what did Birch & Anzman find?
argued that the effects of ads on children’s eating behaviours are likely to be indirect. believe it influences children’s attitudes and the more children are exposed to such ads, the more likely they are to assess nutritionally unhealthy foods as healthy and as food preferences are usually established in childhood on the basis of such attitudes, unhealthy eating habits persit into adulthood.
