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| published: | Universiteit <Amsterdam> 2003 |
| Media Type: | Thesis; Book, E-Book |
| Item Description: | freier Zugang |
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| Physical Description: | 133 pp |
| Language: | English |
| Subjects: | |
| Collection: | Datenbank Internetquellen |
"The dissertation covers three areas of research that are essential for expanding our knowledge and understanding of child-directed advertising. The first two chapters deal with the content of advertising aimed at children. They investigate the appeals and the types of humor advertisers use to reach the child market. Chapter 3 focuses on an intended effect of advertising, namely, the impact of advertising on children's Christmas whishes. The final two chapters address the unintended, and undesired,, effects of advertising on children. In a review of research (Chapter 4) and a parent-child survey (Chapter 5), the effects of advertising on materialism, parent-child conflict, and unhappiness are investigated." [Information des Anbieters] |
| Introduction; Appeals in television advertising: A content analysis of commercials aimed at children and teenagers; Types of humor in commercials aimed at children, teenagers, and adults; The impact of television advertising on childrens christmas wishes; The affects of television advertising on materialism, parent-child-conflict, and unhappiness: A review of research; The unintended effects of television advertising: A parent-child survey; References |