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Exploratory study on children ’ s perception of TV ad in urban China

Exploratory study on children ’ s perception of TV ad in urban China. Kara Chan, Hong Kong Baptist University James McNeal, Guanghua School of Management, Peking University. Chinese children as consumers. One-child policy in urban China 1-2-4, one child spoilt by parents and grandparents

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Exploratory study on children ’ s perception of TV ad in urban China

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  1. Exploratory study on children’s perception of TV ad in urban China Kara Chan, Hong Kong Baptist University James McNeal, Guanghua School of Management, Peking University conferen\2002\mcs_children

  2. Chinese children as consumers • One-child policy in urban China • 1-2-4, one child spoilt by parents and grandparents • 290 million children aged 14 or below (US population of 60 million) • Estimated that in 1999, 60 urban children spent US$6 billion and influence family purchase worth US$67 billion conferen\2002\mcs_children

  3. Chinese children as consumers • Index of influence: 68% on 24 routinely purchased family items, compared to 45% in US (McNeal 1992) • Main sources of new products: TV, parents, retail outlets, and the mass media conferen\2002\mcs_children

  4. Chinese perspective on child development • Emphasis on moralistic orientation • Filial piety • Good manners • Importance of education conferen\2002\mcs_children

  5. TV advertising and children • With increase in age, comes • Increased understanding of TV commercials • Decreased trust in commercials • Decreased liking of commercials conferen\2002\mcs_children

  6. Ad regulation in Mainland China • No specific law about children’s advertising • China Advertising Association’s guidelines for spiritual civilization (for children’s ad) • Should not induce children to pester parents • Respectful to seniors and others • Should not link superiority with possessions • Should not deceive children • Child should be save, no smoking/drinking conferen\2002\mcs_children

  7. Illegal ad activities • According to China Consumer Association • Snacks claim that increase children’s intelligence • Health foods enables students to score full marks in examinations • Shoes can enhance growth • Promotional gimmicks conferen\2002\mcs_children

  8. Research objectives • Explore Chinese children’s understanding and perceptions of television advertising conferen\2002\mcs_children

  9. Research method • Focus group study • Three age groups: 6-8, 9-10, 11-12 • Conducted at Peking University • October 2001 conferen\2002\mcs_children

  10. findings • Understanding increases with age • Commercials give us a break (boy, 6) • Commercials tell us about new products (girl, 9) • Commercials want people to buy the products. When more people buy the products, a company can expand its business and become a well-known international company (boy, 11) conferen\2002\mcs_children

  11. What they like and don’t like • Younger children like funny and educational ads • Older children like funny and meaningful commercials • They like jingles • Among 22 favorite commercials, 6 are PSAs • Dislike slow, long and repetitive commercials • Dislike commercials that exaggerate and make false claims, dislike medicine commercials conferen\2002\mcs_children

  12. Perceived truthfulness • Most of them said commercials are partly true • Younger children consider an ad not true because of visual presentation not real • A commercial shows a man coming out from a bubble. It is impossible. (girl, 7) • Older children suggest more ways to check • I’ll try the product to see (girl, 11) • See if the endorser is credible (boy, 11) conferen\2002\mcs_children

  13. Advertised vs non-advertised brands • Younger children have greater confidence in advertised brands, other children are skeptical • Advertised brands are being tested or used. They should be better. (Girl, 7) • Only brands of poor quality or those overproduced need to advertise. (Girl, 12) conferen\2002\mcs_children

  14. conclusion • Seems to have developmental changes with age • Higher awareness of public services advertising • Should verify the result with quantitative study • Compare liking and disliking of advertising that uses different creative executions conferen\2002\mcs_children

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