Abstract
Cohort studies have revealed that today’s children are watching more television than ever before (Rideout, Foehr, & Roberts, 2010). An average child will spend two hours per day in front of the television screen (SKO, 2012). Most of this time is spend watching shows on commercial channels like Disney XD and Nickelodeon (Sikkema, 2012). The amount of advertising on commercial channels like these is restricted by law, but may still take up to 20% of the broadcasting time (Europe.eu).
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsPreview
Unable to display preview. Download preview PDF.
References
Europe.eu (2014, January 29th). “Television Broadcasting Activities: "Television without Frontiers"
(TVWF) Directive,” downloaded from http://europa.eu/legislation_summaries/audiovisual_and_media/l24101_en.htm
John, D. R. (1999). “Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research,” in: Journal of Consumer Research, 26, 183–213.
Mayo, E., & Nairn, A. (2009). “Consumer Kids: How Big Business is Grooming Our Children for Profit,” London, UK: Constable & Robinson Ltd.
Nairn, A., & Fine, C. (2008) “Who’s Messing with My Mind? The Implications of Dual-Process Models for Ethics of Advertising to Children,” in: International Journal of Advertising, 27, 447–470.
Rideout, V. J., Foehr, U. G., & Roberts, D. F. (2010). “Generation M2: Media in the Lives of 8- to 18-Year Olds,” Menlo Park, CA: Henry J. Kaiser Family Foundation.
Rozendaal, E., Buijzen, M., & Valkenburg, P. M. (2010). “Comparing Children's and Adults' Cog- nitive Advertising Competences in the Netherlands,” in: Journal of Children and Media, 4, 77–89.
Rozendaal, E., Lapierre, M. A., Van Reijmersdal, E. A., & Buijzen, M. (2011). “Reconsidering Advertising Literacy as a Defense Against Advertising Effects,” in: Media Psychology, 14, 333–354.
Rozendaal, E., Buijzen, M., & Valkenburg, P. M. (2009). “Do Children's Cognitive Advertising Defenses Reduce Their Desire for Advertised Products?,” in: Communications, 34, 287–303.
Rozendaal, E., Buijzen, M., & Valkenburg, P. (2011). “Children’s Understanding of Advertisers’ Persuasive Tactics,” in: International Journal of Advertising, 30, 329-350. Rozendaal, E., Opree, S. J., & Buijzen, M. (forthcoming). “Development and Validation of a Sur- vey Instrument to Measure Children’s Advertising Literacy,” in: Media Psychology.
Sagarin, B. J., Cialdini, R. B., Rice, W. E., & Serna, S. B. (2002). “Dispelling the Illusion of Invul- nerability: The Motivations and Mechanisms of Resistance to Persuasion,” in: Journal of Per- sonality and Social Psychology, 83, 526–541.
Sikkema, P. (Ed.) (2012). “Kinderen en Jongeren. Positieve Kracht,” [Kids and Youth. Positive Force] Amsterdam, The Netherlands: Qrius.
SKO (2012). “Jubileumboek 2002-2011,” [Anniversary Edition 2002-2011] Amstelveen, The Netherlands: Stichting Kijk Onderzoek.
Waiguny, M. K. J., & Terlutter, R. (2011). “Differences in Children’s Processing of Advergames and TV Commercials,” in: S. Okazaki (2011) (Ed.): Advances in Advertising Research (Vol. 2), Wiesbaden, Germany: Springer Gabler, 35–51.
Zuwerink Jacks, J., & Cameron, K. A. (2003). “Strategies for Resisting Persuasion,” in: Basic and Applied Social Psychology, 25, 145–161.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Opree, S., Rozendaal, E. (2015). The Advertising Literacy of Primary School Aged Children. In: Banks, I., De Pelsmacker, P., Okazaki, S. (eds) Advances in Advertising Research (Vol. V). European Advertising Academy, vol 5. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-08132-4_14
Download citation
DOI: https://doi.org/10.1007/978-3-658-08132-4_14
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-08131-7
Online ISBN: 978-3-658-08132-4
eBook Packages: Business and EconomicsBusiness and Management (R0)