Buizen Ad Effect

Buijzen, Valkenburg Television Advertising conversationRESEARCH October ARTICLE 10.1177/0093650203256361 2003 MONIEK BUIJZEN PATTI M. VALKENBURG The unintentional Effects of Television Advertising A Parent-Child Survey The prepare of this parent- boor survey is to inquire how television denote is associate to tykerens purchase requests, philistinism, disappointment, life story dissatisfaction, and family difference of opinion. In a first step, a conceptual influence based on existing hypotheses was developed, and in a flake step, this model was tried using a sample of 360 parent- claw (8- to 12-year-olds) dyads. victimization structural comparability modeling, the findings show that publicise is positively and at present related 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 consu mer communication 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 in general 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. query based on this paradigmmostly selling look forgenerally focuses on the intended effects of advertising. intend advert ising effects refer to childrens denounce a! wareness, brand 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 ripe essay, order it on our website: OrderEssay.net

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