Proceedings of the 3rd International Conference on Vocational Higher Education (ICVHE 2018) 2020
DOI: 10.2991/assehr.k.200331.173
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How do Indonesian Children View Humorous Advertising on YouTube?

Abstract: This article explores Indonesian children's views about humorous advertising on YouTube in the light of advertising effectiveness. The participants were 840 children aged 7 to 12 years, who were students at both public and private elementary schools. The study was carried out in a natural setting. The children watched a short movie with humorous advertising videos before and after. Next, a survey assessed their perceptions of the advertisements and the advertising effectiveness using essential indicators such … Show more

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