Child Topic 6 Flashcards
What is topic 6
Impact of advertising on children
Who are the 2 background research by
Bandura
Pine and Narsh
What was the sample of pine and marsh study (4)
83 children
Aged 4.8 to 6.5 years
16 nursery school children aged 3.4 to 4.7
What was the method of pine and narsh study
Explore how you advertising affects children bt studying their letters to Father Christmas
They were interviewed regarding their television viewing (had already written letter )
Letters and similar data was analysed for the 16 nursery children
What were the results from pine and narsh
Children who watched more commercial tv requested more items from Father Christmas and also more branded items than those who watched less
Comparison group from Sweden where advertising to chiller is not permitted - asked or significantly fewer items
English kids who watch more tv especially alone become consumers form early age
What is the background study by bandura
Bandura relplicated earlier study using video recorded models
Had 48 boys and 48 girls
3 and half to 5 years old Stanford uni nursery
Real aggressive model
Filmed aggressive model
Cartoon aggressive model
Control group (no model )
What was the sample from Bandura study (3)
48 boys and 48 girls
Ages 3 to 5.5 years
Stanford university nursery
What were the results from Bandura
Children who observed the video recorded behaviour has similar levels of aggressions as the real life model
More aggressive because then control group - in both conditions
Televised role model have similar levels of influence on children
What research suggested gender advertise is being exaggerated though adverts
Smith
Analysed tv adverts and concluded they were gender stereotypical
Girls - nurturing and passive behaviour
Boys - action oriented and powerful
Who was the key research by
Johnson and young
What was the aim of key study
To investigate if adverts portray gender stereotypes via the discourse and themes used
What was the sample / design
Content analysis of 147 you adverts shown in 1996 97 and 99
What was the 3 categories of adverts
Orientated for boys
Orientated for girls
Orientated for boys and girls
What was the procedure of key study
Analysing different aspects of the content for example the voice overs
Verb elements (action, destructive, nurturing) use of word power and the speaking lines given to boys and girls
What were the results from main study
89% girl aimed adverts had female voiceover and the voice was over exaggerated 87% of time
Boys adverts lots of competition (113) and control words (103)
Girls adverts had nurturing and feeling verbs - 66 times compared to 0 with males
