Buizen Ad Effect

Buijzen, Valkenburg Television Advertising discourseRESEARCH October ARTICLE 10.1177/0093650203256361 2003 MONIEK BUIJZEN PATTI M. VALKENBURG The unintended Effects of Television Advertising A Parent-Child Survey The baffle of this parent- boor survey is to inquire how television denote is connect to youngsterrens procure requests, philistinism, disappointment, life story dissatisfaction, and family involution. In a first step, a conceptual influence based on existing hypotheses was developed, and in a flake step, this model was tried and true using a sample of 360 parent- pip-squeak (8- to 12-year-olds) dyads. victimization structural equality modeling, the findings show that publicize is positively and at present link to childrens purchase requests and materialism. It is also positively, though indirectly (mediated by advertising-induced purchase requests), related to family conflict, disappointment, and life dissatisfaction. Parent-child consumer comm unication and parental mediation of advertising are important moderators of the effects of advertising on childrens purchase requests and materialism. Keywords: children; advertising; parent-child survey; materialism; parentchild conflict Studies on the effects of advertising on children are generally based on two paradigms: the paradigm of the empowered child and that of the unguarded child. In the empowered child paradigm, children are viewed as skilled and streetwise consumers capable of critically processing moneymaking(prenominal) messages. interrogation based on this paradigmmostly selling seekgenerally focuses on the intended effects of advertising. intend advertising effects refer to childrens denounce awareness, brand attitudes, and purchase intentions. COMMUNICATION RESEARCH, Vol. 30 No. 5, October 2003 483-503 DOI: 10.1177/0093650203256361 © 2003 shrewd Publications 483 COMMUNICATION RESEARCH October 2003 Advertising-effects research based on th e vulnerable child paradigm assumes that chi! ldren lack the...If you want to get a plentiful essay, order it on our website: OrderEssay.net

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