Pemahaman Anak-anak Usia Middle-childhood terhadap Iklan: Pengaruh Usia, Jenis Kelamin, Interaksi dan Pengendalian Orang Tua  

Oleh:

Hati, Sri Rahayu Hijrah ; Martdianty, Fanny

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Manajemen Usahawan Indonesia vol. XXXVI no. 05 (2007), page 17-21.
Topik: Children; Understanding; Advertising

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM15.28 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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This study employs verbal measures rather than nonverbal measures to assess the effects of age, gender and parental influence (parent child interaction and level of parental control) on understanding produced by 5 to 8 year-old-children while watching commercials. The sample consists of 32 children and their parents. Research found that the majority of children aged between five and eight are able to distinguish commercials from program seven though they still have not any insight into advertising intent. Effects of age, gender, parent child interaction and level of parental control are assessed using KWANOVA , the nonparametric analog to the one-way ANOVA to test hypothesis about differences between two or more population averages. The findings indicated that only gender which has a substantial effect on the child’s understanding of TV advertising.

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