Buizen Ad Effect

Buijzen, Valkenburg Television Advertising discourseRESEARCH October ARTICLE 10.1177/0093650203256361 2003 MONIEK BUIJZEN PATTI M. VALKENBURG The unwitting Effects of Television Advertising A Parent-Child Survey The signal of this parent- boor survey is to inquire how television denote is cogitate to youngsterrens barter for requests, philistinism, disappointment, life story dissatisfaction, and family booking. In a first step, a conceptual influence based on existing hypotheses was developed, and in a flake step, this model was well-tried using a sample of 360 parent- electric shaver (8- to 12-year-olds) dyads. victimization structural comparison modeling, the findings show that ad is positively and at present think to childrens purchase requests and materialism. It is also positively, though indirectly (mediated by advertising-induced purchase requests), related to family conflict, disappointment, and life dissatisfaction. Parent-child consumer communic ation and parental intermediation of advertising are important moderators of the effects of advertising on childrens purchase requests and materialism.

Keywords: children; advertising; parent-child survey; materialism; parentchild conflict Studies on the effects of advertising on children are principally based on two paradigms: the paradigm of the empowered child and that of the unguarded child. In the empowered child paradigm, children are viewed as skilled and streetwise consumers capable of critically processing moneymaking(prenominal) messages. seek based on this paradigmmostly selling searchgenerally focuses on the intended effects of advertising. intend advertising effects refer to childrens denounce awareness, bran! d attitudes, and purchase intentions. COMMUNICATION RESEARCH, Vol. 30 No. 5, October 2003 483-503 DOI: 10.1177/0093650203256361 © 2003 shrewd Publications 483 COMMUNICATION RESEARCH October 2003 Advertising-effects research based on the vulnerable child paradigm assumes that children lack the...If you want to get a overflowing essay, order it on our website: OrderEssay.net

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