Healthy Skepticism Library item: 13255

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Pine KJ, Wilson P, Nash AS.
The relationship between television advertising, children's viewing and their requests to Father Christmas.
J Dev Behav Pediatr 2007 Dec; 28:(6):456-61
http://meta.wkhealth.com/pt/pt-core/template-journal/lwwgateway/media/landingpage.htm?an=00004703-200712000-00006

Abstract:

OBJECTIVE: Children’s letters to Father Christmas provide an opportunity to use naturalistic methods to investigate the influence of television advertising.

METHODS: This study investigates the number of toy requests in the letters of children aged between 6 and 8 (n = 98) in relation to their television viewing and the frequency of product advertisements prior to Christmas. Seventy-six hours of children’s television were sampled, containing over 2,500 advertisements for toys.

RESULTS: Children’s viewing frequency, and a preference for viewing commercial channels, were both related to their requests for advertised goods. Gender effects were also found, with girls requesting more advertised products than boys.

CONCLUSION: Exploring the children’s explicit understanding of advertising showed that children in this age group are not wholly aware of the advertisers’ intent and that, together with their good recall of advertising, this may account for their vulnerability to its persuasive messages.

Keywords:
MeSH Terms: Advertising as Topic/statistics & numerical data* Awareness Child Child, Preschool England Female Holidays/psychology* Holidays/statistics & numerical data Humans Male Motivation Play and Playthings/psychology* Statistics as Topic Television/statistics & numerical data* Time Factors