Television advertising and children
著者
書誌事項
Television advertising and children
Clarendon Press , Oxford University Press, 1990
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
A study which examines whether children understand advertizing and what research has been done on the effects of advertizing on children. Brian Young explores these questions in the light of the psychological research of the last two decades. He surveys experiments from the United States and Europe and, drawing on literature that is not immediately available to the interested reader, analyzes what children actually watch and assesses their ability to interpret advertisements and understand their aims. In Western society advertizing is perceived as a threat to children, employing techniques that bypass rational processes. Dr Young argues that this view of advertizer-as-seducer and child-as-innocent is a limited one. On the basis of his own research he establishes a social, political, and cultural context for his findings and proposes a new model of advertizing discourse derived from current linguistic theory. Dr Young's attempt to establish a psychology of the development of advertizing literacy concludes that future research should be underwritten with good psychological theory in the area of the developmental psychology of rhetoric.
He suggests that intervention that is helpful to the child rather than regulatory against the advertizer should be encouraged, as only in this way will we improve children's understanding of advertisements and enhance their ability to distinguish them from the other television they watch.
目次
- Seducers and innocents - a political affair
- children and television advertizing: the experimental evidence
- children and television advertizing: the experimental evidence (continued)
- the analysis of advertizing - breaking the code
- what children watch - American and British television advertizing compared
- what psychologists know about the children and television advertizing issue
- the understanding of television advertizing by British children - experimental research.
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