Advertising directed to children: A look at the mother's point of view

Children’S Advertising on Television and their Consumer Socialisation: Parents’ Attitudes

“…The research included their parents as well amounting to 221 pupils' parents in Rovinj and 41 pupils' parents in Žminj, that is a total of 262 parents who attended PTA meetings. The questionnaire used in the research contained 18 questions, one of them was concerned with the hours spent watching television and 17 questions included a 5 level Likert scale based on the research by Young, De Bruin and Eagle (2003) and partially by Cosmas and Yannopoulos (1981. ), Walsh, Laczniak and Carlson (1998.…”

“…According to Burra and Burra's (1977) 30 year old research 65% of parents demand stronger legislative control, while Cosmas and Yannopoulos (1981) indicate that the majority (64%) of mothers think that advertising to children on television should be banned, which has not been duly regulated to this very day.…”

“…This aspect has been reviewed through 3 items (young, de Bruin and Eagle, 2003) and included in H4: Children look for advertised products. e) Finally, parents' attitudes towards advertising and their experience with their children result in the wish to regulate this field, reviewed in chapter 5, in which 2 items (Walsch, Laczniak, Carlson, 1998, Cosmas, Yannopoulos, 1981 are used to bring under consideration the H5 hypothesis: Parents think that advertising to children should be banned.…”