- Comparing children's and adults' cognitive advertising competences in the Netherlands
- Journal of Children and Media
- Volume | Issue number
- 4 | 1
- Pages (from-to)
- Document type
- Faculty of Social and Behavioural Sciences (FMG)
- Amsterdam School of Communication Research (ASCoR)
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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