conferen\ACR00.ppt1 Children ’ s perceived truthfulness of TV advertising: A Hong Kong study Kara Chan Hong Kong Baptist University

conferen\ACR00.ppt2 Objectives To study children ’ s perceived truthfulness of TVA and how they make the judgment To examine their attention and attitudes toward TVA To see whether attention and attitude are related to perceived truthfulness To investigate children ’ s perceived parental influence on their exposure to TVA

conferen\ACR00.ppt3 Research method Face to face interviews 448 children (kindergarten, grade 1-6) 32 boys and 32 girls for each grade Conducted in May 1998 Interviewed at public places: parks, near school areas, churches and libraries Without interference from parents

conferen\ACR00.ppt4 Perceived truthfulness of TVA

conferen\ACR00.ppt5 How do you know it is true?

conferen\ACR00.ppt6 How do you know it is not true?

conferen\ACR00.ppt7 How often did you watch?

conferen\ACR00.ppt8 How do you feel about TVA?

conferen\ACR00.ppt9 association Attention to commercials was positively related to the perceived truthfulness of TVA. Those who perceived commercial ‘ mostly true ’ were paid more attention than those perceived commercials to be ‘ mostly untrue ’ Attitude toward TVA was positively related to the perceived truthfulness of TVA. Those who perceived commercial ‘ mostly true ’ were 50% more likely to say they liked them

conferen\ACR00.ppt10 summary Perceived truthfulness and liking of TVA declined with age Attention to TVA did not decline with age Younger children relied on appearance of content Older children cast doubt because they tried product Parental guidance mainly related with health, safety and appropriate behavior. Little guidance on consumer education In need of a media literacy program