Children's General, Product and Brand-Specific Attitudes Towards Television Commercials
Document Type
Article
Publication Date
1-1-1990
Description
Advertising directed towards children is a controversial topic which has stirred significant debate during the past two decades. The controversy is especially ferocious over the role of television commercials in influencing children s cognitive, attitudinal and behavioural tendencies. This article reports the results of a survey of 152 children’s attitudes towards general, product and brand-specific television commercials. After discussing the implications of the findings, the authors suggest some future research directions.
Citation Information
Riecken, Glen; and Yavas, Ugur. 1990. Children's General, Product and Brand-Specific Attitudes Towards Television Commercials. International Journal of Advertising. Vol.9(2). 136-148. https://doi.org/10.1080/02650487.1990.11107139 ISSN: 0265-0487