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faculty: "FMG" and publication year: "2010"
| Authors||E. Rozendaal, M. Buijzen, P. Valkenburg|
|Title||Comparing children's and adults' cognitive advertising competences in the Netherlands|
|Journal||Journal of Children and Media|
|Faculty||Faculty of Social and Behavioural Sciences|
|Institute/dept.||FMG: Amsterdam School of Communication Research (ASCoR)|
|Abstract||This study examines the age at which children reach adult levels of cognitive advertising competences. In a computer-assisted survey of 294 children (8-12 years) and 198 adults (18-30 years), we investigate at what age children reach adult levels of (1) advertising recognition, and (2) understanding of advertising's selling and persuasive intent. Our findings show that around the age of 9-10, most children have reached an adult level of advertising recognition. However, at age 12, children have still not acquired an adult-like understanding of advertising's selling and persuasive intent. Finally, children's understanding of the selling intent of advertising develops before their understanding of its persuasive intent.|
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