Prosocial behavior in advertising aimed at children: A content analysis

Stout, Daniel A.; Mouritsen, Russell H.

doi:10.1080/10417948809372720

Cited by 5 publications

(2 citation statements)

References 22 publications

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“…In one study, prosocial behaviour or positive qualities appeared in 59% of all children's commercials (14) . Helping and teaching were common altruistic behaviours, appearing in 21% of all commercials.…”

Section: The Importance Of Advertising To Childrenmentioning

confidence: 98%

Children and Advertising — The Research

Goldstein

1999

International Journal of Advertising and Marketing to Children

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Psychological research is frequently cited in discussions about children and advertising. This paper reviews some of the issues and some of the research that has a bearing on them. The research is not nearly as substantial, clear, reliable or relevant as is often supposed. There is little evidence that children are especially vulnerable to advertising, or that advertising has a direct effect on their behaviour. Youth fads often precede, rather than follow, advertising. Debates about the age at which children recognise and understand commercials are fruitless. Most discussions omit advertising's appeal and use as entertainment, a way to manage mood, and a source of information on how to satisfy personal needs.

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Section: The Importance Of Advertising To Childrenmentioning

confidence: 98%

Children and Advertising — The Research

Goldstein

1999

International Journal of Advertising and Marketing to Children

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“…13. For other work revealing the range and complexity of the discussion about Barbie dolls and Barbie play, see Cunningham 1993;Cordes 1992;Hohmann-Delf 1985;Lord 1994;MacNaughton 1996;Margo 1997;Motz 1983;Ebersole and Peabody 1993;Rand 1994;Rossie 1994;Stout and Mouritsen 1988;Sutton-Smith 1986;Turkel 1998;Wason-Ellam 1997;and Yocom 1993, 129. Tall Tales and Sales Steve Siporin I s there anything significant left to say about tall tales? The apparent simplicity of the genre and the vast literature already written about it, some of which will be addressed below, might lead one to think that the answer must be no.…”

Section: Notesmentioning

confidence: 99%