When celebrities talk, children listen: An experimental analysis of children's responses to TV ads with celebrity endorsement

Ross, Rhonda P.; Campbell, Toni A.; Wright, John; Huston, Aletha C.; Rice, Mabel L.; Turk, Peter B.

doi:10.1016/0193-3973(84)90017-0

Cited by 76 publications

(34 citation statements)

References 5 publications

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“…Eight of these (Chou 2014;Fireworker and Friedman 1977;Freiden 1984;Jain et al 2011;Ross et al 1984;Sanbonmatsu and Kardes 1988;Veer et al 2010) had to be excluded, as they lacked appropriate statistical information to calculate effect sizes with the formulas suggested by Lipsey and Wilson (2001). Beforehand, all authors had been contacted and asked to provide missing statistical information if possible.…”

Section: Study Retrievalmentioning

confidence: 99%

The effectiveness of celebrity endorsements: a meta-analysis

Knoll

Matthes

2016

J. of the Acad. Mark. Sci.

414

307

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Celebrities frequently endorse products, brands, political candidates, or health campaigns. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. Applying multilevel meta-analysis, we analyzed celebrity endorsements in the context of for-profit and non-profit marketing. Findings revealed strong positive and negative effects when theoretically relevant moderators were included in the analysis. The most positive attitudinal effect appeared for male actors who match well with an implicitly endorsed object (d = .90). The most negative effect was found for female models not matching well with an explicitly endorsed object (d = −.96). Furthermore, celebrity endorsements performed worse compared to endorsements of quality seals, awards, or endorser brands. No publication bias was detected. The study has theoretical and practical implications, and provides an agenda for future research.

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Section: Study Retrievalmentioning

confidence: 99%

The effectiveness of celebrity endorsements: a meta-analysis

Knoll

Matthes

2016

J. of the Acad. Mark. Sci.

414

307

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“…Other authors have recognised that children are attracted to entertaining advertisements incorporating humour, cartoon characters, famous people, child models, animals and swift action (Ross et al, 1984;Blosser and Roberts, 1985;Rolandelli, 1989;Collins, 1990;Maher et al, 2006). However, the entertainment finding in this study offers a new angle in that the children were not only attracted to certain advertisements but that they were using this advertising in a non-commercial manner.…”

Section: Children's Understanding Of Advertisingmentioning

confidence: 99%

Exploring children's understanding of television advertising – beyond the advertiser's perspective

Lawlor¹,

Prothero

2008

European Journal of Marketing

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Purpose -The aim of this article is to explore children's understanding of television advertising intent. Design/methodology/approach -A different perspective on advertising intent is offered in this paper, as evidenced in an interpretive study of Irish children, aged between seven and nine years. A qualitative approach was employed, involving a series of focus group discussions and in-depth interviews with 52 children. Findings -The findings indicate that the participating children view advertising as serving interests including, but not limited to, the advertiser. The existence of other interested parties is suggested by the children, namely the agendas of viewers and television channels. The authors assert that these children view advertising as being larger and more complex than the advertiser's perspective, which has been the traditional focus in the extant research. Originality/value -Adopting an advertising literacy perspective, the authors seek to explore children's "reading" and understanding of advertising. Advertising literacy is an approach to understanding advertising that has not received substantial attention in the child-advertising literature. The literature to date has tended to focus on the following question -do children understand the persuasive intent of advertising? This question is suggestive of a "yes/no" answer. In contrast, the authors view the concept of understanding as being more complex and multi-faceted, and accordingly, seek to develop this concept by way of a classification that suggests four different levels of understanding that children may exhibit towards advertising

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“…They also respond well to the use of cartoon characters, famous people, child models, animals and swift action in advertising (Rolandelli 1989;Ross, Campbell, Wright, Huston, Rice and Turk 1984;Goldberg and Gorn 1978).…”

Section: Advertising As Entertainmentmentioning

confidence: 94%