Effects of violent television programmes on advertising effectiveness among young children Findings from a field experiment of kindergarten samples in South Korea
- 주제(기타) Business
- 주제(기타) Communication
- 관리정보기술 faculty
- 등재 SSCI, SCOPUS
- 발행기관 ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- 발행년도 2014
- URI http://www.dcollection.net/handler/ewha/000000161845
- 본문언어 영어
- Published As http://dx.doi.org/10.2501/IJA-33-3-557-578
초록/요약
The aim of this study was to investigate the effects of violent TV programmes on the effectiveness of advertising aimed at children. Using an experimental method, this study found that violent programmes elicit a high level of excitation among kindergarten attendees, which substantially enhances their advertising effectiveness. When advertising was viewed within a violent programme, children showed better ad recall and more favourable attitudes towards the ad than when advertising was viewed in a non-violent programme. Higher purchase intention and brand preference were also found among subjects who viewed the ad embedded in a violent programme.
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