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Children's recall of television ad elements

Maher, Jill K. - ; Hu, Michael Y. - ; Kolbe, Richard H. - ;

This study examined children's recall and recognition of ad content contained in the audio and video modalities of television commercials. An experiment was conducted with first and fourth graders who were exposed to a 60-second ad with a story-line format. The ad featured typical aspects of ads targeting youngsters, including animated creatures, role transformations, and loud music, among other production techniques. Results support the supremacy of the audiovisual nature of television in conveying information to children. Age differences between the two groups of children were evident. Suggestions for future research are offered..Termasuk softcopy


Ketersediaan

Call NumberLocationAvailable
IM1610704APSB lt.dasar - Pascasarjana1
Penerbit: American Academy of Advertising 2007
Edisi-
SubjekTelevision advertising
Brand Identification
Recall
Children & youth
studies
Audiovisual communications
ISBN/ISSN-
Klasifikasi-
Deskripsi FisikHardcopy
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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