Zain, Ul Abideen and Farooq, Waqas (2009): Advertising Message Processing Amongst Urban Children: With Reference To TV Advertising in Pakistan.
Download (134Kb) | Preview
The current study extends the knowledge of cognitive processing of advertising messages by urban children in Pakistan. Data were collected from 230 children in age bracket 7 - 12 years, drawn by using the cluster sampling approach. Structured questionnaire using three point rating scale was used. Data analysis showed that children’s capability to understand, decode and process advertising messages is directed not only by their own cognitive capabilities at different age levels but also through societal and personal backgrounds. Some communal and social customs related to tolerability and aptness of human behavior also manipulate the processing of advertising messages by children of either sex. Some other factors including the model liking, role played, story, and jingle will not only influence liking or disliking of some specific advertisements and therefore its decoding. At this age group, it was not appropriate to use advanced psychometric techniques for study, so, a simple three a point scale was used for data collection. Further research may explore other insights by using development in measuring tools and techniques. How advertising messages are decoded by children and which are important sources of persuading and influencing is a topic not explored much in Pakistan. Therefore, the study would add some insights for good understanding the children’s capabilities to process and ultimately scheming valuable communication approaches.
|Item Type:||MPRA Paper|
|Original Title:||Advertising Message Processing Amongst Urban Children: With Reference To TV Advertising in Pakistan.|
|English Title:||Advertising Message Processing Amongst Urban Children: With Reference To TV Advertising in Pakistan.|
|Keywords:||Advertising, Cognitive Processing, Communication, Pakistan, Children|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M37 - Advertising|
|Depositing User:||ZAIN UL ABIDEEN|
|Date Deposited:||17. May 2010 13:30|
|Last Modified:||11. Feb 2013 17:13|
Berey, L.A. and Richard, W.P. (1968), “The influencing role of the child in family decision making”, Journal of Marketing Research, pp. 70-2.
Carey, G., Zhao, X., Chiaramonte, J. and Eden, D. (1997) Is there one global village for our future generation? Talking to 7–12 year olds around the world. Marketing and Research Today 25(1, February), 12–16.
Carroll, J. (1984), The role of cognitive development in children understandings of their won feelings. Child development, 55, 1486-1492.
Flavell, J. (1977), Cognitive development. Englewood Cliffs. NJ: Prentice Hall
Friestad, Mm &Wright, P. (1994). The persuasion knowledge model: How cope with persuasion attempts. Journal of Consumers Research, 21(June), 1-31.
Ginsburg, H.P. and Sylvia, O. (1988), Piaget’s Theroy of Intellectual Development, Prentice Hall, Englewood Cliffs, NJ.
Gorn, G.J. and Renee, F. (1985), ‘‘The effects of commercials for adult products on children’’, Journal of Consumer Research, pp. 962-7.
Hawkins, D.I. and Kenneth, A.C. (1974), ‘‘Peer influences on children’s product preferences’’, Journal of the Academy of Marketing Science, Vol. 2, pp. 322-31.
Hodge, Robert & Tripp, David (1987) Children and Television, Cambridge: Polity Press
John D. R. (1999). Consumer Socialization of children. A retrospective look at twenty-five years of research: Journal of consumer Research. 26(December). 183-213.
Kunkel.D. & Gantz. W. (1992). Children Television Advertising in the multi-channel environment, Journal of Communication, 42(3), 134-152.
Lemish, D., (2007) Children and Television: A Global Perspective, Oxford: Blackwell
Livingstone, Sonia (2002) Young People and New Media, London
Macklin, M. C (1987). Preschoolers understanding of the information function of television advertising. Journal of consumer Research, 14(September), 229-339.
Martin, M.C. and James, W.G. (1997), ‘‘Struck in the model trap: the effects of beautiful models in ads on female pre-adolescents and adolescents’’, Journal of Advertising, Vol. 26, summer, pp. 19-33.
McNeal, J.U. (1964), Children as Consumers, Bureau of Business Research, University of Texas, at Austin, Austin.
Moschis, G.P. and Churchill, G.A. Jr. (1978), “Consumer socialization: a theoretical and empirical Analysis”, Journal of Marketing Research, pp. 599-609. Muehling, D.D. and McCann, M. (1993), ‘‘Attitude towards the ad: a review’’, Journal of Current Issues and Research in Advertising, Vol. 17, Fall, pp. 25-58.
Muehling, D.D. and Laczniak, R.N. (1988), “Advertising’s immediate and delayed influence on brand attitude: considerations across message-involvement levels”, Journal of Advertising, pp. 23-34.
Ofcom (2006), Media Literacy Audit: Report on media literacy amongst children, London www.Ofcom.org.uk/advice/medialiteracy/medlitpub/medlitpubrss/children/children.pdf (accessed on 20th October 2006).
Office of the Population Association of Pakistan, PAP, (2007) Adolescents Statistics, Available at: http://www.pap.org.pk (Accessed: 10 December, 2008).
Office of Federal Bureau of Statistics, Govt. of Pakistan (2008), Population Statistics, Available at: http://www.statpak.gov.pk/depts/pcl/index.html (Accessed: 16 November, 2008)
O’ Guinn Allen, Semenik, Advertising, south-western College Publishing 2000.
Rideout, Victoria et al (2003) ‘Zero to Six’, in a Kaiser Family Foundation Report in Fall 2003, California: The Henry J. Kaiser Family Foundation.
Robertson, T.S., Rossiter, J.R. and Gleason, T.C. (1979) ‘‘Children’s receptivity to proprietary medicine advertising’’, Journal of Consumer Research, pp. 247-55.
Robertson. T & Rossiter, J. (1977). Children Responsiveness to commercials. Journal of Consumer Research, 8, 144-153.
Roedder, D.L. (1981), “Age differences in children’s responses to television advertising: an information processing approach”, Journal of Marketing Research, pp. 144-53.
Roedder, D.L. (1999), “Consumer socialization of children: a retrospective look at twenty five years of research”, Journal of Consumer Research, Vol. 26, December, p. 183.
Siegler, Robert S, (1996b), ""Unidimensional Thinking, Multidimensional Thinking and Characteristic Tendencies of Thought," in the Five to Seven Year Shift: The Age of Reason and Responsibility.” Arnold J, Sameroff and Marshall M. Haith, Chicago: University of Chicago Press, 63-84.
Selman, R. (1971). Taking another’s perspective: Role-taking development in early childhood. Child development. 42. 1721-1734.
Signorielli, Nancy (1991). A Sourcebook on Children and Television, London: Greenwood Press
Smith, L.J. (1994) ‘‘A content analysis of gender differences in children’s advertising’’, Journal of Broadcasting and Electronic Media, Vol. 38 No. 3, pp 323-37.
Strasburger VC. Children, adolescents & media: Five crucial issues. Adolesc Med 1993; 4:479- 93.
United Nations Population Division, “Population." Microsoft® Encarta® DVD Edition, (Updated) 2006. Redmond, WA: Microsoft Corporation, 2005.
Ward, S. (1972), ‘‘Children’s reactions to commercials’’, Journal of Advertising Research, pp. 37-45.
Ward, S., Wackman, D.B. and Wartella, E. (1977), How Children Learn to Buy, Sage, Beverly Hills, CA.
Wellman, H. M. (1990). The child’s theory of mind. Cambridge. MA. MIT Press.
Young B. (1990). Television advertising and children. Oxford, Clarendon, Press.