The Impact of Advertising Messages on School Children through Age, Branded Products and Trust

Autor/inn/en	Popovic Ševic, Nevenka; Ilic, Milena P.; Ševic, Aleksandar
Titel	The Impact of Advertising Messages on School Children through Age, Branded Products and Trust
Quelle	In: Research in Pedagogy, 12 (2022) 2, S.417-432 (16 Seiten) PDF als Volltext kostenfreie Datei Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	2217-7337
Schlagwörter	Advertising; Elementary School Students; Influences; Student Attitudes; Mass Media Use; Age Differences; Trust (Psychology); Cognitive Development; Consumer Education; Grade 3; Grade 4; Grade 5; Grade 6 + Suchen Sie Ihr Suchwort? Werbung; Influence; Einfluss; Einflussfaktor; Schülerverhalten; Mediennutzung; Age; Difference; Age difference; Altersunterschied; Kognitive Entwicklung; Konsumerziehung; School year 03; 3. Schuljahr; Schuljahr 03; School year 04; 4. Schuljahr; Schuljahr 04; School year 05; 5. Schuljahr; Schuljahr 05; School year 06; 6. Schuljahr; Schuljahr 06
Abstract	Advertising towards children confirms the importance of marketing communication, as they are important for companies that offer a range of products and services. We study the influence of advertising messages from traditional media on different children's age groups, via the observed branded products and the examined credibility of advertisements, seen through the children's eyes. In total, 481 pupils from two primary schools, aged 9-12, participated in the research. We find that children over the age of ten recognise the persuasive influence of the media. Also, the findings indicate that the number of children who like to follow advertisements decreases with age. In addition, comparing the advertising message and real life can lead a child to overall dissatisfaction. An optimistic 75% of the answers favour the fact that children do not believe everything shown in the advertisement forwarded to them. (As Provided).
Anmerkungen	Preschool Teacher Training College "Mihailo Palov" and Serbian Academy of Education in Belgrade. Omladinski Trg 1, Vrsac, 26300 Serbia. Tel: +381-832517; Fax: +381-832517; Web site: http://research.rs
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01