Child - Topic 6 Other Ressearch

Question 1

Macklin

Answer 1

Found that 65% of 5 year olds could recognise a brand of cereal after viewing one advert.

Question 2

Valkenburg and cantor

Answer 2

Suggests that pester power causes conflict.as brand awareness allows children to develop preferences and badger their parents to buy.

Question 3

Holden

Answer 3

Observed 2 year olds in a regular supermarket shop and found that they would indicate items that they wanted either through telling, pointing, or presenting the item. An average of 18 times.

Question 4

Pine and nash

Answer 4

Children who watched more commercial than non commercial television requested a higher amount of presents at Christmas.

Question 5

Troseth and DeLoache

Answer 5

Found that 2 year olds who watched a real person through a window learned to find a toy better than those who watched a video.

Question 6

Nielsen

Answer 6

If the advertisement has an interactive element, such as a person talking to the child and requiring the child to answer results in significantly more learning than simply watching a video.

Question 7

Hanley - tango man

Answer 7

Hanley was commissioned to look into which adverts influenced both attitudes and behaviours of children. After complaints about the tango man advert. If the advert was:
Easy to copy 
Similar to other acceptable behaviours
Wicked or forbidden behaviours
Simple scenarios 
Humours 
People getting away with it

…then it seemed to encourage behaviours found within the advert.

Question 8

Vaulkenburg

Answer 8

67% of 7-9 year olds, 49% of 9-10 year olds and 40% of 11-12 year olds requested at least one advertised product for Christmas.

Question 9

Beverley Browne

Answer 9

Content analysis of American and Australian adverts. Found that boys were being portrayed as more knowledgeable, active and aggressive than girls. In adverts where both genders were shown, the boys demonstrated or showed the product. She found that toys designed for one gender were never shown by the opposite gender.

Question 10

Bem

Answer 10

Believe that advertisers need to make a market for products such as children’s toys and to do this, advertisers use ideas to draw and perpetuate the existing ideas about gender, ethnicity and class.

Question 11

Veerman

Answer 11

Created a Mathematical model to show how obesity rates may fall if advertising was restricted. 1/7 to 1/3 American children would not be obese if adverts were restricted.

Question 12

Buijzen

Answer 12

Assessed the effectiveness of media literacy campaigns on 5-7 year olds. She found that they did become sceptical of the ads when they were trained to recognise their persuasive intent.