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Effects of violent television programmes on advertising effectiveness among young children Findings from a field experiment of kindergarten samples in South Korea

Title
Effects of violent television programmes on advertising effectiveness among young children Findings from a field experiment of kindergarten samples in South Korea
Authors
Cho, EunjiYoo, Seung-Chul
Ewha Authors
유승철
SCOPUS Author ID
유승철scopus
Issue Date
2014
Journal Title
INTERNATIONAL JOURNAL OF ADVERTISING
ISSN
0265-0487JCR Link

1759-3948JCR Link
Citation
INTERNATIONAL JOURNAL OF ADVERTISING vol. 33, no. 3, pp. 557 - 578
Publisher
ROUTLEDGE JOURNALS, TAYLOR &

FRANCIS LTD
Indexed
SSCI; SCOPUS WOS
Document Type
Article
Abstract
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.
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DOI
10.2501/IJA-33-3-557-578
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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