Can Young Children Understand Disclaimers in Television Commercials?

Abstract

A “disclaimer” is a disclosure made with the purpose of clarifying potentially misleading or deceptive statements made within an advertisement. Preschoolers were exposed to a television commercial containing one of three different disclaimers. Results indicate that preschoolers' verbal responses relative to disclaimers appear to be directly related to age. Regarding nonverbal responses, three-year-olds performed better than four- and five-year-olds in two out of three treatments. Based on these findings, advertisers may wish to reconsider the effectiveness of disclaimers aimed at preschool age children.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 52 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.