Query:
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 |
| Volume | 4 |
| Year | 2010 |
| Issue | 1 |
| Pages | 77-89 |
| ISSN | 17482798 |
| 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. |
| Document type | Article |
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