Influence of Animated Characters in Tv Advertising Towards...

Influence of Animated Characters in Television Advertising towards Young Children Literature Review by Eileen van Dulm University of Lethbridge 11/30/2011 1. Introduction On average children between two and five years old spend more than 25 hours a week in front of a TV screen. Children between six and eleven years spend on average 23 hours per week. Children between two and five years old are exposed to more television commercials than older children and 50% of the commercials are being seen in playback mode by them1. The USA has one of the highest numbers of advertisements per hour on television. These factors have contributed to concern among parents, governments, consumer organization, etc. about the influence of advertisements on†¦show more content†¦Very young children from the age of two to five years old are part of the ‘’limited processors’’ which means that these children cannot use these strategies to retrieve information or enhance learning, even when they are encouraged to do so. 3. Children’s Understanding of Television Advertisement Tammo H. A. Bijmolt, Wilma Claassen and Britta Brus (1998) investigated children’s understanding of TV advertisement; as decomposed into their recognition of the difference between programs and commercials and their comprehension of the selling intent of commercials, the study consists of 153 Dutch children, ranging from five to eight years old. The study’s authors decomposed their research into the recognition of children of the difference between programmes and commercials and the comprehension of children of the selling intent of commercials and the hypotheses were measured by verbal and non-verbal measurements. Although children between the age of five and eight have some understanding of TV advertising, they had difficulties in answering verbally, which enforces the ‘’theory of information-processing’’ (Roedder, 1981) and the ‘’Piaget’s theory of cognitive development’’ (Wadsworth, 1989). Young children ( below six years old) pay more attention to ‘’perceptual cues’’ such as the length of the story, or jingles, or other visual effects rather than really understanding the purpose of advertising: the selling content. (Tammo H.A. Bijmolt, 1998). 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