TY - JOUR
T1 - Effects of violent television programmes on advertising effectiveness among young children
T2 - Findings from a field experiment of Kindergarten samples in South Korea
AU - Cho, Eunji
AU - Yoo, Seung Chul
PY - 2014
Y1 - 2014
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84907370438&partnerID=8YFLogxK
U2 - 10.2501/IJA-33-3-557-578
DO - 10.2501/IJA-33-3-557-578
M3 - Article
AN - SCOPUS:84907370438
SN - 0265-0487
VL - 33
SP - 557
EP - 578
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 3
ER -