Developmental Differences in Children’s Reactions to a Toy Advertisement Linked to a Toy-Based Cartoon

Barbara J. Wilson, Audrey J. Weiss

Research output: Contribution to journalArticlepeer-review

Abstract

In this experiment, girls from three age groups (4-6, 7-8, 9-11 years) viewed a toy. advertisement in one of three contexts: adjacent to a related toy-based cartoon, nonadjacent to the toy-based cartoon, or with an unrelated cartoon. The youngest group was less able to recognize the toy ad and comprehend its intent when it was shown with the related cartoon (adjacent or nonadjacent) than with an unrelated cartoon. The two older groups showed no such differences. Unexpectedly, none of the age groups were more persuaded by the ad when shown with the toy-based cartoon. The findings concur with developmental theories regarding perceptual dependence.

Original languageEnglish (US)
Pages (from-to)371-394
Number of pages24
JournalJournal of Broadcasting & Electronic Media
Volume36
Issue number4
DOIs
StatePublished - Sep 1 1992
Externally publishedYes

ASJC Scopus subject areas

  • Communication

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