17 research outputs found
Children's recognition of advertisements on television and on web pages
In this paper we consider the issue of advertising to children. Advertising to children raises a number of concerns, in particular the effects of food advertising on childrenās eating habits. We point out that virtually all the research into childrenās understanding of advertising has focused on traditional television advertisements, but much marketing aimed at children is now via the Internet and little is known about childrenās awareness of advertising on the Web. One important component of understanding advertisements is the ability to distinguish advertisements from other messages, and we suggest that young childrenās ability to recognise advertisements on a Web page is far behind their ability to recognise advertisements on television