Reclamewijsheid in ontwikkeling. Een vergelijking van de cognitieve reclamevaardigheden van kinderen en volwassenen

Abstract

Deze studie vergelijkt de reclamewijsheid van kinderen en volwassenen. Door middel van een computergestuurde vragenlijst is nagegaan op welke leeftijd kinderen een volwassen niveau van reclameherkenning en begrip van de verkoop- en persuasieve intentie van reclame bereiken. This study examines the specific age at which children reach adult levels of cognitive advertising competences. In a computer-assisted survey of 296 children (8-12 years) and 198 adults (18-30 years), we investigated at what age children reach adult levels of (a) advertising recognition, and (b) understanding of advertising's selling and persuasive intent. Our findings showed that around the age of 10-11, most children have reached an adult level of advertising recognition. However, at age 12, children have still not acquired an adult-like understanding of advertising's selling and persuasive intent. Finally, children's understanding of the selling intent of advertising develops before their understanding of its persuasive intent.

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